Most conversations around Google Ads automation focus on tools.This episode is about the system behind it.In this conversation with Nils Rooijmans, we break down how to automate e-commerce Google Ads using scripts, AI and SOPs — and why most advertisers are still thinking about automation the wrong way.We cover how to structure your accounts, where automation actually adds value, and how to combine scripts with AI to scale performance without scaling headcount.Key Insights:- Why most Google Ads automation focuses on the wrong things- How to turn PPC into a system using SOPs- The role of scripts vs AI in modern PPC workflows- How scripts handle 60–80% of account work- Why Performance Max often optimizes for spend, not profit- The “exploration vs exploitation” approach to scaling- How to structure Standard Shopping campaigns for control- Using scripts for monitoring, alerts and decision support- Why AI should be treated like an “intern”- How to scale accounts without scaling teamsTimestamps:00:00 Scripts vs agents00:31 Introduction01:31 How Nils built a script-driven PPC agency03:19 Why you do not need coding skills to use scripts04:24 What the team actually does in a script-led agency08:25 Why SOPs matter before AI10:20 What Google Ads scripts actually are12:54 E-commerce Google Ads automation examples14:38 Profit-first conversion tracking17:07 Using return-rate prediction in e-commerce19:05 Feed optimisation and why Nils pushes back on Performance Max22:07 The standard shopping gatekeeper structure25:52 Exploration vs exploitation in Google Ads27:11 Bidding strategy within the gatekeeper setup29:18 Are scripts agentic?32:01 Why the future is scripts + AI33:31 Final thoughts