Nils Rooijmans

Fearless Google Ads Automator, Water Cooler Topics

Session: Keeping an Eye on Google’s AI using Scripts
- , May 26th 2023, Deep dive
Regain control using these scripts. Google is pushing its AI, reducing the amount of control for PPC experts. You can use scripts to monitor the impact of the AIs and regain control.

Google is pushing its AI, reducing the amount of control for PPX experts. Examples include Enhanced CPC, automatically generated ads, Close Variant matching of exact match keywords, DSA campaigns, budget over deliveries.
Some of these applications of Google’s AI increase the quality and performance of our account. Many of them don’t.
Simply letting Google decide when and how to apply these algorithms will tank results and raises unnecessary questions from clients.

You can monitor and analyse the impact of Google’s AIs and mitigate some of the risks by implementing my methodology and a set of scripts i developed over the years.
The results of the analysis on multiple client accounts are sometimes scary, sometimes very promising, and almost always very interesting.

In my talk I will briefly go through some of Google’s latest AI pushes and predict some of the things i see coming at us in the near future.
You will learn about my methodology for monitoring and analysing the impact as well as methods to reduce any negative impact.
You will also get the results from some of my clients as well as some of the scripts i use to facilitate the process.

At the end of my talk the attendees will have a ready to use step-by-step approach to analyse the impact of some of Google Ads latest AI algorithms, as well as a way to regain some control using scripts.


Nils Rooijmans, lives on a houseboat, loves riding his Hypermotard, is veteran in Search Marketing and Search Specialist by trade. Background in Artificial Intelligence and Search Engine Technology. Has built search engines and PPC platforms at the Dutch search engine (1999-2008). During this period he has been working as a freelance search marketing consultant on the side. With over +15 years experience in the field (PPC, SEO) he has helped over 100 companies increase their revenue and profits. His holistic approach to search (PPC+SEO) combined with technical, business and entrepreneurial experience is what discriminates him from the rest. Currently running a fully remote (virtual) boutique PPC agency, with high level of automation (scripts). As a PPC Consultant Nils provides training in Google Ads Scripts to PPC professionals. Public speaker on several (search) marketing events like brightonSEO, SMX, GreatDay PPC, Emerce Performance, Measurecamp, SMMCUR, Digital Marketing Live, Search Hub, inOrbit2020. Blogger at Emerce, Marketingfacts and Wordstream (among others). More details: ,