Google Ads API Use Case

Last updated: 2026-05-15

1. Who we are

Wren and Stone LLC is a California limited liability company founded in 2026 and based in Sacramento, CA. We are an independent web-games studio. We build and publish a portfolio of free-to-play, browser-first puzzle games:

• Ninjoku — sudoku with technique-teaching hints and variants
• PixDojo — painted nonograms (picross) in a hand-illustrated adventure
• Crowns Game — Queens-style logic puzzles with a daily challenge
• TileBash — tile-matching arcade puzzler
• PaleJack — card-based strategy puzzle
• WarpWing — arcade action-puzzle hybrid

All six are owned and operated by Wren and Stone LLC. The games are free to play in any modern browser; they monetise through optional in-app purchases (cosmetic upgrades, hint packs, ad removal).

2. Why we need the Google Ads API

Operating six (and growing) game properties means we run paid search campaigns across multiple Google Ads accounts. Doing this through the Google Ads UI alone is repetitive and error-prone — every game has overlapping but distinct keyword sets, similar bidding strategies, and a shared template for responsive search ads.

The Google Ads API lets us:

• Manage campaigns as code. Each game has a YAML file in our internal gameops repository describing its campaigns, ad groups, keywords, negative keywords, and creative. A reconciler reads the YAML and diffs it against live Google Ads state, then applies adds/updates through the API. Same pattern we already use for GA4 custom dimensions and RevenueCat product entitlements.
• Bulk-edit across properties. When we discover a high-performing negative keyword (for example, "app" or "download" — we sell browser games, not native apps), we want to push it to every relevant campaign across every property in one operation rather than clicking through six separate accounts.
• Roll up reporting. We pull spend, impressions, clicks, conversions, and CPA per campaign into our internal analytics warehouse alongside the GA4 data we already collect. This gives us a single per-property dashboard combining ad cost with downstream engagement and monetisation metrics — something the Google Ads UI cannot produce on its own.
• Automate routine maintenance. Pausing under-performing ad groups, adjusting bids in response to RevenueCat-confirmed purchase volume, rotating creative on a schedule.

3. Which API features we use

We use the standard Google Ads API (currently planning against v17). The operations we expect to call:

• Read: GoogleAdsService.SearchStream for campaign, ad group, keyword, ad, and metrics reporting via GAQL.
• Mutate: CampaignService, AdGroupService, AdGroupCriterionService (keywords + negatives), AdGroupAdService (responsive search ads), and CampaignBudgetService. Used to create campaigns from our YAML specs and to apply diffs detected by the reconciler.
• Conversion tracking: ConversionActionService to verify the conversion goals on each account align with the conversion events fired by our gtag integration on each game site.

We do not use video, app-promotion, performance-max, or merchant-center features at this time.

4. Scope of access

• The API is used exclusively against Google Ads accounts owned by Wren and Stone LLC, in support of the six properties listed above (and future Wren and Stone properties).
• We do not manage advertising for third parties. We are an advertiser, not an agency.
• We do not resell, sublicense, or otherwise expose the Google Ads API or its data to any party outside Wren and Stone LLC.
• Access tokens are stored only on developer workstations and in our internal CI environment; they are never embedded in any of our public-facing game clients.
• All API calls are made server-side from our internal tooling. The browser game clients themselves never call the Google Ads API.

5. Volume estimate

Steady-state we expect well under 1,000 operations per day across all accounts combined — a periodic reconciliation run, occasional bulk edits, and pull-based reporting on a daily cadence. We are not building anything that requires high-volume access.

6. Conversion-tracking ecosystem (for context)

Each of our games already runs Google Analytics 4 (GA4) and Google Tag for conversion tracking, alongside Microsoft UET and Reddit Pixel on the same conversion moments (deferred-loaded so they don't impact game performance). The Google Ads API integration is the natural next step: it lets the campaign side of the system reconcile against the analytics side we already operate.

7. Contact

For any compliance questions or follow-up, please reach us at hello@wrenandstone.com. Mailing address and business hours are listed on our contact page.