Programmatic Google Ads — Dr. Ayberk Akcay
Websites, SEO and a custom engine on the Google Ads API for a healthcare practice. The engine builds campaigns, ad groups, keywords and ads from templates and rules: 2,000+ ads across 1,000+ ad groups, in an account that spends over $1M a year on Google Ads.
- Client Dr. Ayberk Akcay
- Sector Healthcare
- Scope Websites, SEO, Google Ads automation
- Owner Savaş Tutumlu
- Period 2024–2026
At a Glance
- Built
- Websites, technical SEO and an automation engine on the Google Ads API
- Scale
- 2,000+ ads in 1,000+ ad groups, generated by software
- Spend
- Over $1M a year in Google Ads, managed with pacing controls
- Coverage
- The work is also described in a third-party case study published by Spider AF
The Problem
The practice offers several services in several locations, and every combination needs its own keywords, ads and landing pages. Building and maintaining that by hand was slow, and it made budgets hard to pace.
What was delivered
Websites and SEO
Site builds and the technical SEO foundations the campaigns land on.
Account structure
Campaigns organised by service, intent and location.
Automation engine
Software that creates and updates campaigns, ad groups, keywords and ads from templates.
Governance
Change logs, dry runs and guardrails before anything is applied to the account.
How the Engine Works
Every service and location gets the same structure, generated from templates and kept in line by scheduled jobs.
Automation engine
- Generators for campaigns, ad groups, keywords and ads.
- Templated ad copy with variable slots and guardrails.
- Rules for bids, budgets and negative keyword lists, scoped by label.
- Sync jobs that keep the account in line with the source of truth.
Scale
- 2,000+ ads across 1,000+ ad groups produced by software.
- Over $1M a year managed with pacing controls.
Generator (simplified)
for (topic in topics) {
kw = expand_keywords(topic) // variants and match types
ag = ensure_ad_group(topic, geo, intent)
for (k in kw) add_keyword(ag, k)
creatives = render_templates(topic, brand, policy)
for (ad in creatives) upsert_ad(ag, ad)
set_bids(ag, ruleset) // device, geo, time modifiers
}
schedule(sync_jobs, intervals) // hygiene, labels, negatives
Architecture
Components
- Controller API with OAuth2 access to Google Ads.
- Scheduler and workers for generation and sync.
- Template service for ad copy and sitelinks.
- Rules engine for bids, budgets and exclusions.
- Logger with change journals and diff views.
Data sources
- Keyword seeds and intent taxonomies.
- Landing page metadata and schema markup.
- Performance signals from the ad account.
System flow
+---------------------+
| Web + SEO layer |
| - site build |
| - schema, speed |
+----------+----------+
|
v
+---------------------+ +-------------------+
| Automation API |<----->| Google Ads API |
| - OAuth2, scopes | | campaigns, ads |
+----------+----------+ +-------------------+
|
v
+---------------------+
| Workers, scheduler |
| - generators |
| - sync jobs |
+----------+----------+
|
v
+---------------------+
| Logs and governance |
+---------------------+
Controls and Guardrails
- Label-based scopes for safe bulk operations.
- Rate limits, and dry-run modes before changes are applied.
- Policy filters for capitalisation, punctuation and claims in ad copy.
- Budget pacing with daily and monthly caps.
Note: the engine does not scrape. It uses the official Google Ads API with OAuth2 and follows Google's advertising policies. Every change is recorded with a timestamp and who made it.
Outputs and Results
Structure
- Campaigns by service, intent and location
- Keyword sets with match types
- Ads with assets and variants
Operations
- Daily hygiene and fixes
- Creative refresh cycles
- Bid adjustments
Reporting
- Label views for experiments
- Budget dashboards
- Change journals
What changed
- New ads and ad groups no longer wait on someone building them by hand.
- Account structure and hygiene stay consistent across services and locations.
- Creative and bid changes go out through rules and templates instead of one-off edits.
Technology
Related Services and Reading
The services behind this account, and articles drawn from running it.
Google Ads Management
Account structure, automation and reporting for paid search.
ServiceProgrammatic Advertising
Campaigns built and maintained by software instead of by hand.
ServiceCustom Software Development
Automation tools and API integrations built around your marketing stack.
