Detailed Summary of "My Favorite Google Ads Script" (Episode 467) from The Paid Search Podcast

Release Date: June 16, 2025

1. Introduction to the Episode

In Episode 467 of The Paid Search Podcast, host Chris Schaeffer, a Certified Google Ads Specialist and Premier Google Partner, delves into a topic he rarely discusses: Google Ads scripts. This episode features a special guest, Artur McClellan, who has developed a highly effective script tailored for managing Google Ads campaigns.

2. Hosts and Guest Introduction

Chris opens the discussion by expressing his excitement about exploring Google Ads scripts, a subject he previously found less appealing. He introduces Artur McClellan, who reciprocates the appreciation, noting how influential the podcast was in his early career in paid search.

[02:51] Artur McClellan: "Absolutely. Thanks for having me. It's funny, like how full circle this goes because one of the first things that I listened to when I was getting into paid search was, was the paid search podcast."

3. Understanding Google Ads Scripts

Chris begins by sharing his initial skepticism toward scripts, viewing them as shortcuts that might encourage laziness or compensate for poorly structured campaigns. However, he acknowledges a shift in his perspective as Google Ads evolved, making manual management increasingly untenable.

He defines scripts as:

"...a few lines of code that accomplish a specific tool or a specific goal in Google Ads to do one thing or multiple things."

Artur expands on this definition, highlighting their ability to pull unique data and automate time-consuming tasks.

[05:28] Artur McClellan: "Yeah, I mean, it's designed to basically be able to pull data or do a specific task within Google Ads."

4. Benefits and Use Cases of the Preferred Script

The core of the discussion centers around Artur's broad match modifier script, which addresses the increasing variability and breadth of keyword matches in Google Ads. Chris details how the script helps maintain control over keyword performance by automatically negating irrelevant search terms, saving significant time and ensuring traffic quality.

[07:03] Chris: "...this tool helps to rein in this problem in a way that takes zero extra time, which is really something that I need."

Artur explains the transition from keyword text matching to user intent, necessitating greater control over search terms to ensure high-quality traffic.

[09:29] Artur McClellan: "Google doesn't necessarily care what you show up for. It cares about meeting whatever goal you've set for the campaign..."

5. Application and Results

Chris shares his experiences using the script with different clients, including an accounting company and a roofing company. He highlights startling findings, such as discovering that 96% of search terms were unacceptable, prompting a reevaluation of keyword strategies.

[25:13] Artur McClellan: "It's like, almost like helped you to refine what type of keywords you end up using."

Chris emphasizes the script's role in enhancing keyword precision, leading to better traffic quality and streamlined campaign management.

6. Best Practices and Caveats

Both Chris and Artur discuss scenarios where the script is most effective and instances where it should be avoided. A key takeaway is that the script should not be used in campaigns leveraging smart bidding strategies like Target CPA or Max Conversions, as it can interfere with Google's machine learning algorithms.

[15:22] Artur McClellan: "When leveraging smart bidding, it just like smart bidding needs time to breathe... It'll probably break them."

They recommend using the script in manual CPC or Max Clicks campaigns to maintain control over high-intent keywords without hindering automated bidding processes.

7. Conclusion and How to Access the Script

Chris concludes by reflecting on the script's value in managing traffic quality and maintaining keyword control. He acknowledges that while scripts may not be his primary tool, the broad match modifier script stands out as exceptionally beneficial.

Artur provides information on how listeners can access and install the script, mentioning a detailed tutorial he has prepared. He notes that the script is a paid tool, developed in collaboration with Flow Boost, and encourages reaching out via LinkedIn for support.

[34:48] Artur McClellan: "This script is paid. I developed it with Flow Boost and we developed it together... I'll have a video just kind of walk you through that."

Chris reiterates the script's importance, urging listeners to consider investing in tools that enhance their Google Ads management effectively.

Key Takeaways

• Google Ads Scripts are powerful tools that automate tasks and enhance campaign control.
• Artur McClellan's Broad Match Modifier Script specifically helps in managing keyword variations, maintaining high traffic quality without extensive manual efforts.
• Best Usage: Ideal for campaigns using manual CPC or Max Clicks, not recommended for those leveraging smart bidding strategies.
• Impact: Significant reduction in unacceptable search terms, leading to more qualified traffic and better campaign performance.
• Accessibility: The script is a paid tool, with installation support available through tutorials and direct contact with Artur.

Final Thoughts

This episode underscores the evolving landscape of Google Ads and the necessity for advanced tools like scripts to maintain effective campaign management. By leveraging such scripts, advertisers can achieve greater control, optimize their budgets, and ensure their ads reach the most relevant audience.

For more information on installing Artur McClellan's Broad Match Modifier Script and accessing support, listeners are encouraged to check the podcast’s description or reach out directly via LinkedIn.

Connect with the Hosts and Guest:

• Chris Schaeffer: Website
• Artur McClellan: Available on LinkedIn and through the podcast's description links.