Google Ads MCC Scripts: Automation for Agencies & Enterprises (2024)

If you manage one account, you check it daily. If you manage 50 accounts (Agency context), checking them daily takes 8 hours. You are not a Strategist; you are a Click-Monkey.

MCC (My Client Center) Scripts are the answer. Instead of running a script inside Account A, then Account B... You run Current Script once at the top level. It iterates through all 50 accounts, finds the issues, and puts them in one single Google Sheet for you to review.

Part 1: The Agency Dashboard (Anomaly Detector)

The Script: "Account Anomaly Detector (MCC Version)" What it does:

1. Checks yesterday's spend/conversions for Client A, B, C...
2. Compares it to the 4-week average.
3. Alert: "Client B spent $0 yesterday (Usually spends $500)."
   • Cause: Credit Card expired? Site down?
4. Alert: "Client F spent $2000 yesterday (Usually spends $200)."
   • Cause: Runaway broad match keyword?

Value: You arrive at work at 9 AM. You check your email. You see the dashboard. You know exactly which 2 clients need attention. The other 48 are fine.

Part 2: Shared Negative Lists

The Problem: You find a new spam keyword ("free", "torrent", "crack"). You add it to Client A. But Client B is also vulnerable. Do you manually add it to 50 accounts?

The Solution: MCC List Management. Create a "Master Negative List" at the MCC level. Apply it to all sub-accounts. When you add "torrent" to the Master List, it instantly protects all 50 clients.

• Note: This isn't a script; it's a native MCC feature, but essential for automation.

Part 3: The "Budget Pacer" (Portfolio View)

The Script: "MCC Budget Pacer" Output: A Google Sheet with rows for every client.

• Columns: Client Name, Budget, Spend MTD, Projected Spend, % Pacing.
• Conditional Formatting:
  • Red: Overspeeding (>110%).
  • Yellow: Underspending (<90%).
  • Green: On Track.

Value: Your Account Managers don't need to log into Google Ads to check budgets. They just check the Sheet.

Part 4: How to Implement

1. Navigate: Tools & Settings → Bulk Actions → Scripts (Make sure you are in the Manager Account view, not a child account).
2. Code: You need scripts specifically written for MCC (they use the AdsManagerApp class, not AdsApp).
3. Governance:
   • Be careful. A bad MCC script can pause ads for 50 clients instantly.
   • Always Preview.
   • Label Selectors: Configure the script to only touch accounts with a specific label (e.g., "Script_Active").

Summary

Scale breaks manual processes. If you plan to grow your agency beyond 10 clients, you must adopt MCC Automation. The goal is Management by Exception: Ignore the healthy accounts, focus on the sick ones.