It seems that for every AI development or new tool that we discuss, Tree Fine has already taken it for a spin. He is fascinated by doors it opens for him to accomplish more and scale what he imagines. These days, Tree is using AI in his job at RivalFlow and SpyFu to control keyword bids, simplify campaign maintenance, and harvest new keywords with a level of speed and precision that manual work can’t touch.
When you talk to Tree, our go-to expert on Google Ads and AI automation, there’s an easy confidence that comes from someone who’s tested, iterated, and built real systems that work. And today we're getting a look at how he is using AI to elevate the way he manages Google Ads campaigns.
For years, scripting has been an underutilized advantage in Google Ads—powerful, yes, but too technical for most marketers to tap into. That’s changed. Now, with tools like ChatGPT, Tree can describe what he wants the script to do, drop in a screenshot of his ad groups, and get back working code tailored to his campaigns.
The productivity gains are exponential. That’s what makes this so powerful. He can manage keyword bidding across multiple ad groups, using both percentage-based and fixed-dollar increases depending on the campaign's needs. And because scripts can run on a schedule, he’s got hour-by-hour control, with none of the tedium.
Tree outlined three foundational scripts that he recommends for almost every account—whether you’re a seasoned Google Ads manager or just scaling up:
Tree runs broad match campaigns alongside exact match campaigns for similar phrases. He needs a way to keep them from bleeding into each other and adding complexity, so negative match is the solution. This script compares your exact match campaign keywords to your broad match campaigns. Anything already in exact match gets added as a negative to the broad match, so your broad campaigns don’t cannibalize spend. This is huge for keyword harvesting and campaign efficiency.
Example prompt:I am expanding my ad group in Google Ads by running broad match campaigns. I want a script that looks at all of the positive keywords from my exact match campaign and adds them as negatives to the broad match campaign.
With AI-generated scripts, Tree can dynamically increase bids based on top-of-page estimates—by percentage or flat dollar amount. Google offers a target bid for what it takes to reach the top of the page for each keyword. Each campaign can have its own approach, depending on whether it targets branded, non-branded, or competitor keywords.
We aren't necessarily shooting for the top ad position. Being above the fold is key, so Tree has developed a strategy that gets our ad in front of the right audience without leaving money on the table.
Example prompt:
I want to be able to control keyword bids automatically, by setting an amount or percentage increase for my keyword bids based on the estimated top of page bid.
Tip: You might choose percentage increases or set amounts depending on how much you're already bidding. If you try to increase already-small bids like $1 based on percentages, it will be couple of cents at a time--too small to make a difference.
Google Ads doesn’t let you track quality score changes over time. This script logs daily scores to a Google Sheet so Tree can monitor trends and spot when something’s hurting performance.
The way that Tree set up his script and spreadsheet allows him to track the QS evolution over time at the keyword level.
Sure, these scripts save unmeasurable hours, but it's hard to calculate exactly how much time. Without this AI-driven productivity, we probably wouldn't be attempting these scripts. So much of this manual work would have been too labor-intensive or out-of-reach to even consider. Blending AI into these scripts creates a new ceiling for what’s possible in your account.
The open source community has been writing and sharing scripts for years. It's just a part of efficiency. For example, you can have it pause things if conversion rates go low. And these conversations are partly what ChatGPT has been referencing to offer these new scripts. And the possibilities are endless. The possibilities are endless with scripting. It allows you to do things you wouldn't normally have the capacity to do.
If you are running a new account, scripting might help you grow your small campaign into a wide-reaching, effective one.
Anyone spending time in Google Ads. Even small accounts can benefit, especially when you’re trying to scale. Tree’s approach works because it allows him to:
When a script looks too dense or confusing, he has ChatGPT walk him through it in plain English—what it does step by step, where it applies changes, and what variables need to be adjusted.
This one feature alone takes AI from intimidating to indispensable. Writing code is a valuable skill, but only when you understand it well enough to trust what it’s doing inside your account.
Whether you’re trying to spend smarter, move faster, or just scale without adding overhead, Tree’s process shows what’s possible when you pair AI with deep domain knowledge.
And if you’re interested in content automation with a similar mindset, check out our post on How to Revive Unranked Content with RivalFlow. It pairs well with this approach to finding and filling performance gaps—only this time, it’s on your website.
Key Takeaways:
“This gives you superpowers once you understand how it all works.”
