Definitely Mabe Ads Automation · a Google Ads API integration by Definitely Mabe AB
Google Ads campaigns, generated from the pages they link to
Every line of the ad traces back to the page it links to. We are a Swedish technology consultancy; inside client engagements we generate an ad group per category page, with keywords and copy drawn from that page's own wording. Generation and checks run today over 1,962 category pages; putting the result into the account is still done by hand.
How the tool works, in full See the checks
Used only inside Definitely Mabe AB, on client accounts linked to our Google Ads manager account under a signed engagement. Not a product, not licensed or resold.
The mechanism
Three checks, run on every generated line
Each check is decidable by machine: compare the line to the page, pass or fail. Nobody is making a taste judgement about the copy, and a failed line is kept with the rule that dropped it. Google's own Destination requirements policy expects the ad, the landing page and the product to answer the same question; this applies that test before the ad is created, not after it is disapproved.
The rules
01
Only the page's own words
Bounded by the landing page: a phrase the page does not use cannot appear in the ad.
02
No number the page does not state
Prices, counts and delivery times have to exist on the page to be advertised.
03
No individual product named
A category ad promises a category. Naming one product invites a click the page cannot honour.
Released
passed 01 · 02 · 03 — released 14:22
A fictional example, not a capture. The first headline is pinned to the keyword the ad group bids on.
Why the page and not the feed
Some catalogues keep their meaning on the page
A feed describes a product; it does not describe what a customer is asking for. Why the page and not the feed.
How it works
Catalogue in, released campaign out
Five stages. The last two carry the argument: a line passes the checks, then a person at Definitely Mabe AB releases it. The tool is ours to operate; the account stays the client's.
01
Catalogue
Your category pages, read as published.
02
Analysis
Structure and wording from the pages, demand from Search Console. Runs today, no API access.
03
Generator
Ad groups, responsive search ads and phrase-match keywords, from each page's own wording.
04
Checks
The three rules, applied line by line. Failures are logged with the rule they broke.
05
Release
A person at Definitely Mabe AB approves what goes live; the approval is recorded with the change.
Stages 1–4 run today, offline. Everything downstream is done by hand, one item at a time.
Today
no API writesReads
1,962 category pages, crawled as published, and 134,365 rows of Google Search Console query data. No analytics or order-system connection.
Produces
Checked ad copy and keyword sets, offline. Headline fit across all 1,962 pages went from 64.8% to 99.7% after a mechanical shortening rule. None of it has been published to a live account.
By hand, in the Ads interface
campaign structuread copy entrykeyword selectionnegative listsCSV / Ads Editor uploadbids & budgetsreporting
With the Google Ads API
specifiedScale
A page-per-ad-group catalogue is not economic to maintain by hand, and it drifts as pages change.
Record
Each write carries the checks the line passed and the approval that released it.
Reach of the change
campaign structuread copy entrykeyword selectionnegative listsuploadreporting
Bids and budgets stay a human decision. Offline conversion value import is specified, not yet connected to an order system. Keyword planning services are part of the design and became available with Basic access on 1 September 2026; the keyword sets shown here were built before that, from Search Console data and the catalogue's own wording.
The company behind it
Definitely Mabe AB — interim technology and product leadership
Interim technology and product leadership, usually in regulated businesses. The software on this page came out of that work: at catalogue scale you have to be able to point at any live ad and say who approved it. That control is unconditional for a live ad account and tunable elsewhere.
We are engaged and paid by the advertiser — no reselling, no share-of-spend.
How the Google Ads API integration is designed, in full: design document (PDF).
Programme and portfolio · Pre-study and research · How I work · About
Where to start
Discuss an engagement
We take on a limited number of interim leadership and automation mandates. Write to us about your catalogue and your platform, and we will tell you whether this tooling is a fit for it.
Write to us Read how it works first
Straight to a person: mathias@d-ma.be. Definitely Mabe AB, Stockholm.