1. Open Automated Rules in the side menu and click the Google tab.
  2. Create the rule and choose the Google Ads account.
  3. Under Apply to, choose Active keywords (or campaigns, ad groups or ads).
  4. Build the condition with Google metrics, for example: Cost per conversion (CPA) greater than US$80 in the last 7 days, or Spend greater than US$50 with Conversions equal to 0.
  5. Choose the action: Pause, Decrease bid (CPC), Increase bid (CPC) or Set bid (CPC). For campaigns and ad groups, there are also Increase, Decrease and Set target CPA, plus the budget actions.
  6. Set the frequency and save.

The same keyword in different ad groups is handled separately, ad group by ad group. Bids and target CPA inherited from an automatic bidding strategy aren't used as a base for adjustments: the rule only changes what is set there.

You can also ask AI Copilot or MCP, for example: "create a Google rule that decreases the bid by 10% on keywords with CPA above US$80 in the last 7 days".