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Is there a frequency limit to Google Ads scripts & what other limitations are there?

Is there a frequency limit to Google Ads scripts & what other limitations are there?

Frequency Limitations

Google Ads scripts have limitations in terms of how often they can run and how long they can operate. Here's what you need to know:

1. Execution Time Limit

One of the main restrictions for Google Ads scripts is the execution time.

Standard Google Ads Accounts: Each script has a maximum runtime of 30 minutes. This means if your script task isn’t completed within this timeframe, the script stops running, and you'll need to re-run it to finish the task.

Ads Manager Accounts: Scripts also have a 30-minute limit. However, if the executeInParallel method is used with a callback function, the execution time can extend up to 60 minutes. More information can be found here: https://developers.google.com/google-ads/scripts/docs/limits

2. Schedule Frequency

Google Ads scripts can be scheduled to run at different frequencies. The available intervals are:

  • Once per hour
  • Daily
  • Weekly
  • Monthly

This means you cannot set a script to run every minute or even every 15 minutes. If your task requires very frequent checks or updates, you would need to find alternative solutions or adjust your approach to fit within these limitations. Read about how to schedule Google Ads script to run at specific times here.

Other Limitations

Beyond frequency, there are additional limitations and considerations that you should be aware of:

1. API Calls Limit

Google Ads scripts interact with the Google Ads API to perform tasks. However, there is an API calls limit. Each script is allowed a certain number of read and write operations per day. It is essential to manage these wisely to avoid hitting the cap. If you exceed the limit, your script will stop running until the next day when the counter resets.

2. Data Retrieval Volume

There's a limit on the amount of data that a script can retrieve in a single execution. This means if you have a very large account with thousands of campaigns or ads, the script might not be able to process all of them in one go. You may need to break your tasks into smaller chunks or run the script multiple times to cover everything.

3. Object Limits

Each script can only handle a certain number of Google Ads entities, like keywords, ads, or campaigns, within its run-time. If you try to handle too many entities at once, the script might fail or not perform properly. You'll want to check the specific limits to ensure your script operates within these constraints.

Entity limits are: Single Iterator Default: Returns up to 50,000 results, adjustable with the withLimit() method. Selector ID Limit: Can process up to 10,000 IDs using selector.withIds(); exceeding this limit causes a runtime error.

Logging Output: Limited to 100KB; a warning is logged upon reaching this size.

Bulk upload limits: Upload File Size: File size capped at 50MB with a maximum of one million rows. Files exceeding these limits are rejected upon submission. Upload Job Timeout: Times out after two hours, stopping the processing of any remaining data. More information about those limits can be found here: https://developers.google.com/google-ads/scripts/docs/limits

4. Budget and Time Zone Considerations

Scripts that handle budgets or time-sensitive tasks must be programmed carefully. Budget changes should consider daily limits to ensure you don’t exceed what you’ve planned to spend. Also, remember that Google Ads works on various time zones, so synchronization with your local time is crucial.

5. Complexity and Script Size

Scripts must be written effectively. There's a size limit for the script code (about 20 KB), meaning overly complex or long scripts may not be usable. Keep scripts as simple and clear as possible to ensure they run smoothly.