Google Ads + Google AdWords
Google Ads + Google AdWords Integration on tray.ai
Bridge legacy AdWords data with the modern Google Ads platform to close reporting gaps and automate campaign workflows end to end.
Why integrate Google Ads and Google AdWords?
Google AdWords was rebranded as Google Ads in 2018, but many businesses still run data, scripts, and reporting pipelines built against the original AdWords API. Integrating Google Ads with Google AdWords on tray.ai lets teams combine historical AdWords performance data with current Google Ads campaign metrics in a single automated workflow. Whether you're migrating legacy systems, consolidating reporting, or connecting older API integrations to the newer platform, tray.ai keeps things consistent and accurate across both.
Automate & integrate Google Ads & Google AdWords
Use case
Historical AdWords Data Migration to Google Ads Reporting
Many organizations have years of campaign, ad group, and keyword performance data stored under the AdWords API schema. This use case automates the extraction, transformation, and loading of historical AdWords metrics into Google Ads-compatible reporting structures, so no historical context is lost during the platform transition.
Use case
Unified Cross-Platform Campaign Performance Dashboard
Performance data from active Google Ads campaigns and archived AdWords periods often lives in separate reporting silos, which makes trend analysis a pain. This use case pulls metrics from both connectors on a scheduled basis and pushes them into a shared BI tool or data warehouse — one source of truth for paid search performance.
Use case
Legacy AdWords Script Output Mapped to Google Ads Workflows
Teams that built automated rules and scripts using the AdWords API need a bridge layer to translate those outputs into actions within Google Ads. tray.ai intercepts AdWords script results — bid adjustments, budget alerts, keyword pause signals — and replays them as equivalent Google Ads API calls.
Use case
Keyword Performance Sync and Quality Score Tracking
Quality Score and keyword-level performance metrics can differ in granularity and availability between AdWords historical records and the current Google Ads API. This use case automates the collection and reconciliation of keyword data from both connectors, flags discrepancies, and maintains a master keyword performance log.
Use case
Budget and Spend Reconciliation Across AdWords and Google Ads
Finance and marketing ops teams often need to reconcile ad spend reported under the AdWords API against current Google Ads billing data for accounting and attribution purposes. This use case automates spend data extraction from both connectors and produces a reconciled spend report delivered to a finance tool or spreadsheet.
Use case
Audience List Migration and Sync from AdWords to Google Ads
Remarketing lists and customer match audiences created during the AdWords era may not be fully reflected in the Google Ads audience manager. This use case automates the audit, export, and re-import of audience definitions, so targeting segments built under AdWords are active and correctly configured in Google Ads.
Use case
Conversion Action Mapping and Attribution Alignment
Conversion actions defined in AdWords may use different tracking parameters, window settings, or attribution models than their Google Ads counterparts. This use case maps conversion definitions across both platforms, validates parity, and alerts teams to mismatches that could skew ROAS calculations or automated bidding signals.
Get started with Google Ads & Google AdWords integration today
Google Ads & Google AdWords Challenges
What challenges are there when working with Google Ads & Google AdWords and how will using Tray.ai help?
Challenge
API Schema Differences Between AdWords and Google Ads
The AdWords API and the Google Ads API use different resource hierarchies, field names, and data types for equivalent concepts like campaigns, ad groups, and bidding strategies. Reconciling data from both APIs manually means significant schema mapping work that's error-prone and slow.
How Tray.ai Can Help:
tray.ai has a visual data mapper that lets teams define field translations between AdWords and Google Ads schemas without writing custom code. Mappings are reusable across workflows and can be updated centrally when API versions change, which cuts maintenance overhead considerably.
Challenge
Authentication and Credential Management Across Both APIs
Google's transition from AdWords to Google Ads introduced parallel but distinct OAuth scopes and developer token requirements. Managing authentication for both APIs at once — especially across multiple client accounts or MCC structures — creates credential sprawl and token expiration risks.
How Tray.ai Can Help:
tray.ai centralizes credential management with secure, encrypted storage for OAuth tokens and developer credentials. Automatic token refresh handling means workflows aren't interrupted by expired sessions, and MCC-level account switching is supported natively within the connector configuration.
Challenge
Handling Deprecated AdWords API Endpoints
Google has progressively deprecated AdWords API versions, and teams relying on older endpoints for historical data pulls risk workflow failures as sunset dates arrive. Keeping up with deprecation schedules while maintaining data continuity is a persistent operational headache.
How Tray.ai Can Help:
tray.ai monitors connector compatibility and provides versioned connector updates that abstract API deprecations from the underlying workflow logic. Teams can move to updated connector versions without rebuilding their entire automation, which preserves continuity through API transitions.
Challenge
Data Volume and Rate Limit Management for Large Accounts
Enterprise advertisers with large keyword portfolios or extensive campaign histories can hit API rate limits when pulling bulk performance data from either the AdWords or Google Ads API. Unmanaged rate limit errors cause incomplete data pulls and unreliable reporting pipelines.
How Tray.ai Can Help:
tray.ai has built-in rate limit handling with automatic retry logic, exponential backoff, and request pagination support for both connectors. Large data pulls are chunked into manageable batches, so data extraction completes fully without manual intervention or workflow failures.
Challenge
Report Date Range Continuity Across the Platform Transition
The AdWords-to-Google Ads transition introduced subtle changes in how reporting date ranges, time zones, and attribution windows are handled. Reports spanning the transition period can contain inconsistencies that distort trend analysis if they're not explicitly reconciled.
How Tray.ai Can Help:
tray.ai workflow logic supports explicit date range parameterization and timezone normalization steps, so teams can define consistent reporting windows that account for the transition period. Conditional branching ensures pre- and post-transition data goes through the right connector and schema path before being merged.
Start using our pre-built Google Ads & Google AdWords templates today
Start from scratch or use one of our pre-built Google Ads & Google AdWords templates to quickly solve your most common use cases.
Google Ads & Google AdWords Templates
Find pre-built Google Ads & Google AdWords solutions for common use cases
Template
AdWords to Google Ads Historical Performance Sync
Automatically extracts campaign, ad group, and keyword performance reports from the AdWords API on a scheduled interval, transforms the data to match Google Ads field naming conventions, and loads the reconciled metrics into a connected data warehouse or Google Sheets dashboard.
Steps:
- Scheduled trigger fires daily or weekly to initiate the data pull
- Google AdWords connector fetches performance reports for a defined date range using the AdWords API
- tray.ai data mapper transforms AdWords field schemas to Google Ads equivalents
- Google Ads connector validates active campaign structure for cross-referencing
- Reconciled data is written to a data warehouse, Google Sheets, or BI tool
Connectors Used: Google Ads (AdWords), Google Ads
Template
Unified Paid Search Spend Reconciliation Report
Pulls ad spend data from both the Google AdWords and Google Ads connectors for a given billing period, merges and deduplicates records, and delivers a consolidated spend summary to a finance tool or email recipient on a scheduled cadence.
Steps:
- Scheduled trigger fires at end of billing period (weekly or monthly)
- Google AdWords connector retrieves spend data for legacy campaigns within the period
- Google Ads connector retrieves spend data for active campaigns within the same period
- tray.ai merge and deduplication logic combines records and flags discrepancies
- Consolidated spend report is sent to a finance platform, Slack channel, or email
Connectors Used: Google Ads (AdWords), Google Ads
Template
Keyword Quality Score Alert and Logging Workflow
Monitors keyword Quality Scores across both AdWords historical data and live Google Ads campaigns. When a keyword falls below a defined threshold, the workflow logs the event and sends an alert to the right team channel so action can be taken right away.
Steps:
- Scheduled trigger fires daily to check keyword performance across both connectors
- Google AdWords connector retrieves historical Quality Score baselines
- Google Ads connector retrieves current Quality Score values for matching keywords
- tray.ai conditional logic compares current scores against historical baselines and threshold rules
- Alert is sent to Slack, email, or a project management tool for keywords below threshold
Connectors Used: Google Ads (AdWords), Google Ads
Template
Remarketing Audience Audit and Re-Sync
Audits audience lists defined in AdWords against audience segments active in Google Ads, identifies missing or misconfigured lists, and triggers a re-import workflow to make sure all high-value remarketing segments are available for active campaign targeting.
Steps:
- Scheduled or manual trigger initiates the audience audit workflow
- Google AdWords connector fetches all defined remarketing and customer match lists
- Google Ads connector fetches currently active audience segments
- tray.ai comparison logic identifies lists present in AdWords but missing or inactive in Google Ads
- Re-import workflow pushes missing audience definitions to Google Ads and logs the sync result
Connectors Used: Google Ads (AdWords), Google Ads
Template
Conversion Action Parity Validator
Compares conversion action definitions between AdWords and Google Ads, checking for mismatches in attribution windows, counting methods, and tracking parameters. Discrepancies are flagged in a log and surfaced as alerts to the paid search team.
Steps:
- Scheduled trigger fires weekly to initiate the conversion action audit
- Google AdWords connector retrieves all defined conversion actions and their settings
- Google Ads connector retrieves corresponding conversion actions from the active account
- tray.ai logic compares attribution windows, count settings, and value rules field by field
- Discrepancy report is written to a Google Sheet and an alert is sent to the paid search team
Connectors Used: Google Ads (AdWords), Google Ads
Template
Cross-Platform Campaign Performance Email Digest
Compiles a weekly performance digest pulling top-line metrics — impressions, clicks, spend, and conversions — from both Google AdWords historical records and active Google Ads campaigns, then delivers a formatted summary email to marketing leadership.
Steps:
- Scheduled trigger fires every Monday morning to initiate the digest workflow
- Google AdWords connector pulls prior-period metrics for historical trend context
- Google Ads connector pulls current-week performance metrics for active campaigns
- tray.ai formatting logic assembles metrics into a structured performance summary
- Summary is delivered as a formatted email or pushed to a Slack digest channel
Connectors Used: Google Ads (AdWords), Google Ads