Agency insights
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Published April 2021. Last updated July 2026.
The Google Ads API code examples use a single OAuth2 refresh token, hard coded into a settings file.
This is usually all you need to do if you’re building an internal-use-only tool for your agency. Your manager account’s OAuth2 refresh token gives access to linked client accounts with administrative access. If you can make changes via your manager account you can make changes via the API.
This doesn’t work if you’re building a tool for other agencies or advertisers to use. It would be clunky to link every user to your manager account.
Instead you follow the OAuth2 web application (web server) flow to allow users to let your app access their accounts.
Here’s how it works
When your app makes a request to the Google Ads API you use the user's saved OAuth2 refresh token, not your manager account refresh token.
Need help with the Google Ads API? Email me (me@pete-bowen.com) for a no-cost, no-obligation chat. I’m always happy to talk Google Ads and code.
Stop paying for searches you don’t want. Here are the five negative keyword lists I normally use when building Google Ads campaigns for service businesses.
A simple AI prompt to help block searches for places you don’t serve.
When Google matches the wrong search, your ad copy can stop the click. What happens when Google writes the ad to fit its mistake?
If nobody can help your leads, why keep paying for them? Here’s what I’ve seen after years of pausing and restarting clients’ Google Ads.
It is almost always cheaper to get a happy customer to return than to win another one through advertising.
If every enquiry looks equally valuable, Google will chase quantity. Does it ever learn which leads actually become customers?
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Understand what happens after someone clicks your advert. Subjects include offline conversions, CRM integration, attribution, auditability and marketing instrumentation.
Articles about marketing, engineering, AI and problem solving that don't fit neatly into the other topics. These are some of the ideas and experiences that have shaped how I think.
How to choose the right Google Ads agency, set them up to succeed, judge their work fairly, and build a relationship that delivers better business results.
Learn how to use Google Ads to generate profitable leads. Subjects include campaign strategy, bidding, targeting, optimisation and the challenges of running lead generation campaigns.
Understand why some leads become customers while others don't. Subjects include diagnosing poor leads, qualification, filtering junk leads and improving the feedback you send to Google Ads.
Things I've learned about high-converting landing pages. Subjects include copywriting, page structure, forms, trust, conversion rate optimisation and user experience.
What happens after a lead has been generated determines if Google Ads is profitable. Subjects include first contact, follow-up, quoting, lead nurturing and turning more enquiries into customers.