Google Ads Governance Playbook

// Pause low-performing weekend campaigns
// Run: Daily at 00:05

const WEEKEND_PAUSE_LABELS = ["weekend-pause"];
const today = new Date().getDay(); // 0=Sun, 6=Sat

if (today === 0 || today === 6) {
  // Pause campaigns labelled for weekend reduction
  campaigns.withLabel(WEEKEND_PAUSE_LABELS)
    .forEach(campaign => {
      campaign.pause();
      log("Paused: " + campaign.getName());
    });
} else {
  // Re-enable on weekdays
  campaigns.withLabel(WEEKEND_PAUSE_LABELS)
    .forEach(campaign => {
      campaign.enable();
      log("Enabled: " + campaign.getName());
    });
}

// Check if PMax campaign POAS drops below floor
// Run: Every 4 hours

const POAS_FLOOR = 1.2; // Minimum acceptable POAS
const BUDGET_CAP_PERCENT = 0.5; // Reduce to 50% of budget

pmaxCampaigns.forEach(campaign => {
  const stats = campaign.getStats("LAST_7_DAYS");
  const revenue = stats.getConversionValue();
  const cost = stats.getCost();
  const estimatedProfit = revenue * GROSS_MARGIN;
  const poas = estimatedProfit / cost;

  if (poas < POAS_FLOOR && cost > 100) {
    const currentBudget = campaign.getBudget();
    const newBudget = currentBudget * BUDGET_CAP_PERCENT;
    campaign.setBudget(newBudget);
    alert("POAS breach: " + campaign.getName() 
      + " | POAS: " + poas.toFixed(2) 
      + " | Budget reduced to £" + newBudget);
  }
});

// Alert when IS lost to budget spikes above threshold
// Run: Daily at 09:00

const IS_LOST_BUDGET_THRESHOLD = 0.25; // 25%
const ALERT_EMAIL = "[email protected]";

campaigns.forEach(campaign => {
  const stats = campaign.getStats("YESTERDAY");
  const isLostBudget = stats.getSearchImpressionShareLostBudget();

  if (isLostBudget > IS_LOST_BUDGET_THRESHOLD) {
    sendEmail(ALERT_EMAIL, {
      subject: "IS Lost Alert: " + campaign.getName(),
      body: "Impression share lost to budget: " 
        + (isLostBudget * 100).toFixed(1) + "%"
        + "\nCampaign: " + campaign.getName()
        + "\nAction: Review budget allocation"
    });
  }
});