Google Ads Scripts simplify the management of Google Ads campaigns. Repetitive tasks are automated, and they provide a degree of control, which offers more certainty. This works positively for small accounts, but even more so for large accounts. Google Ads specialists, due to all the repetitive tasks, often get so caught up in the day-to-day that there’s little room for strategy and creativity. This is a pity, both for the challenge of your profession and for the quality and ROI of the campaigns.

Google Ads scripts are suitable for small to very large accounts. However, this doesn’t mean that all scripts that are (freely) available are suitable for processing large accounts. Google Ads scripts have limitations and limits. For example, each script has a maximum runtime of 30 minutes.

Many Google Ads specialists who work with scripts are familiar with the error message: “Exceeded maximum execution time”. This indicates that the script has exceeded its maximum runtime, resulting in the script being aborted.

Besides the size of the account and the complexity of the script, the number of accounts being processed in parallel also affects the speed and therefore the runtime. This is particularly relevant for online marketing agencies and larger advertisers with multiple accounts.

Tips for scaling up

Fortunately, there are methods and techniques available to deploy Google Ads scripts for large and very large accounts. Consider the following points for scaling up:

1. Take limits into account

Ensure that the script takes into account the limits of Google Ads scripts so that the processed information can be saved before a limit is reached. Set the script to run every hour. The script can then read the previously processed information each hour and continue where it left off. This way, the limitations set by the limits can be circumvented, and errors such as ‘Exceeded maximum execution time’ can be avoided.

2. Use manager account scripts

By using manager account scripts(these scripts are added at the manager account level and can execute processes for all underlying accounts), you get an additional 30 minutes of runtime at the account level, giving a total of 30 minutes extra time for the accounts together to complete processes. But only if the accounts are processed in parallel. An additional advantage is that only one version of the script needs to be maintained for multiple accounts.

3. Limit the number of accounts processed simultaneously

Choose, for example, to process up to 10 accounts at a time instead of the maximum 50. This makes the scripts execute faster and reduces the chance of errors due to exceeding the maximum runtime.

4. Processed sequential

Using this method, the accounts are processed one by one. Each account has the full processing power, and therefore, in some cases, will run faster. However, with this method, you don’t get the extra 30 minutes of processing time.

5. Use the reporting functionality in Google Ads Scripts as much as possible

Use this to retrieve large amounts of data. This is much faster than the standard (AdsApp) methods.

6. Use bulk upload functionality

If the script needs to make many adjustments, use the bulk upload functionality. However, be careful not to perform multiple bulk uploads in parallel per campaign, as this can lead to conflicts.

7. Review best practices

Google has compiled an overview of best practices for developing Google Ads scripts, which contains more useful tips to make them work faster and more stable.

Better results in less time

The majority of the above points can be applied to any Google Ads script. The exact implementation and necessity of this can vary per script and account. Modifying the scripts requires extensive knowledge of JavaScript and Google Ads scripts. But the time, whether in-house or outsourced, invested in the further development of the scripts, is quickly recouped by the better results of the campaigns in less time. Moreover, as a Google Ads professional, you have more time to challenge yourself because you have space for strategy development.

More information

For more information on the deployment of Google Ads scripts in large accounts, please contact us.