In Google Ads Scripts (and today’s AI tools), it’s easy to obsess over output: the logs, the spreadsheets, the pretty charts, the email alerts.
However, none of that matters unless it creates outcomes: more time saved, fewer mistakes, better decisions, higher profit.
A script that prints a beautiful report but doesn’t change how you run your account? That’s output.
A script that catches clicks from Search ads to out-of-stock products before they burn €1,000? That’s outcome.
A script that spots PMax’s bad placements early and helps you keep your brand safe? Outcome.
As you build (or copy…) scripts, ask yourself one question:
“Does this help me act smarter — or just look smarter?”
Happy scripting,
– Nils