Definitely Mabe Ads Automation · software by Definitely Mabe AB
Definitely Mabe Ads Automation
Software by Definitely Mabe AB (org. nr 556836-0688), Sweden. Contact: mathias@d-ma.be
Definitely Mabe Ads Automation is software built and operated by Definitely Mabe AB. It uses the Google Ads API to build and manage Search campaign structure, ads and keywords from an e-commerce product catalogue, and to read campaign performance for client reporting. It is what makes advertising across a catalogue of this size possible at all.
It is operated by people at Definitely Mabe AB, on Google Ads accounts managed under a signed engagement through our own manager account. It has no end users outside the company: there is no sign-up, no customer-facing interface, and no access for anyone we are not engaged by. The Google account it authenticates with is our own.
The problem
The problem this exists for
Some catalogues are organised by compatibility rather than by product. A customer searching for a part is really asking a compatibility question, and the advertisement, the landing page and the product all have to answer it consistently. Get it wrong and you have not simply wasted a click — you have sold the wrong part for the wrong vehicle, and bought a return, a support call and a lost customer.
The current engagement is a Swedish e-commerce retailer whose catalogue runs to 1,962 category pages, each combining a product type with the specific equipment it fits. Advertising at that granularity by hand is not practical, and generic copy across it is worse than nothing. That is the crux: the work is only economic if it is automated, and only safe if the automation is careful about what it claims.
Scope
What the tooling is being built to do
Status, stated before the list rather than after it. The Google Ads API integration is specified and not yet built. Our developer token was granted Basic access on 1 September 2026, which permits the keyword planning services this work is grounded in and raises production usage to 15,000 operations a day; the only requests made against a production account so far are access-level diagnostics. What exists today is the part that needs no API access: the catalogue analysis, the organic performance work, and mechanical validation of generated copy.
Reporting and analysis
Campaign, ad group, keyword and search-term performance, read for internal analysis and client reporting. Read-only. Specified, not built.
Search ad groups and ads
Generating ad groups and the ads within them from the client's own catalogue and landing pages, with phrase and exact match keywords only — not broad. Copy is validated mechanically against Google's published character limits before anyone reviews it, and against a rule that generated copy may not assert anything the landing page does not itself say. In development.
Negative keyword management
Built from search-term reports, with the reason for each exclusion recorded rather than inferred from cost alone. Specified, not built.
Offline conversion value upload
So that bidding optimises against real order revenue rather than a flat assumed value. Specified, scheduled last.
What it produces
What it produces, on one page
Output from a single category page, as the tool writes it. Two keywords survived and twenty-three did not, each with the rule that dropped it. This is the report a person reads before releasing anything; the terms are anonymised, the mechanism is not.
Accepted — 2 keywords
phrase match
cover <model>
Seeded from the page's own vocabulary and a trade synonym. Phrase match picks up the year variants without listing them.
phrase match
bed cover <model>
Seeded from the page's own vocabulary. Grounded in measured search demand on this vehicle rather than in the page's wording alone.
Rejected — 23 candidates, each with its rule
bed covers <model>
✕ near_duplicate — plural of an accepted term, which phrase match covers as a close variant
importer <model>
✕ demand_grounding — no measured demand for this word on this vehicle
bed lid <model>
✕ sibling_family — belongs to a neighbouring product family that has its own page on this vehicle
Three of twenty-three shown. The full list ships with the report, because the discards are the part worth a person's attention.
The tally the report carries
17 · demand_grounding
No measured search demand for the term on this vehicle, so the catalogue would be bidding on a guess.
5 · near_duplicate
Word order or a plural that phrase match already covers. Bidding on both spends twice for one query.
1 · sibling_family
A term belonging to an adjacent product family with a page of its own. Sent there instead.
Run over 1,962 pages, this is the audit trail. A challenge to any single rejection is worth more to us than agreement with all of them.
The API surface
The four operations
What the integration does with the Google Ads API, and the reason each one exists. That is the integration as specified — if it grows, the description here grows with it.
Reads
Campaign, ad group, keyword and search-term performance, for internal analysis and client reporting.
read · all campaign types
Generates
Search ad groups, responsive search ads and phrase-match keywords, following the catalogue's own structure.
write · Search only · after release
Maintains
Negative keyword lists from search-term reports, so the account stops paying for searches the catalogue cannot answer.
write · negative lists · after release
Uploads
Offline conversion values from the client's order system, so bidding reflects actual order revenue rather than a flat assumed value.
write · conversions
Controls
Every change is reviewed by a person
No change will be applied to a live account without a person at Definitely Mabe AB approving that specific change, presented as a written diff showing the current state, the proposed state and the reason for it. The approval gate is being built together with the write capabilities it governs, rather than added to them afterwards.
There is no standing authorisation and no category of change that bypasses review. An unreviewed automated process with write access to a live advertising budget carries an unbounded downside, and no efficiency gain justifies it.
Scope and controls
Scope and controls
Search campaigns only. Shopping and Performance Max are read for reporting and are not created or modified.
This tooling is internal. It is used only inside Definitely Mabe AB, on accounts managed under a signed engagement. It is not a product, it is not licensed or resold, and it is not made available to anyone outside that client work.
Scope and controls, in brief
Tool
Definitely Mabe Ads Automation — one tool, one manager account, our own Google account.
Users
People at Definitely Mabe AB, on accounts managed under a signed engagement. No sign-up, no third-party access, not licensed and not resold.
Write scope
Search campaigns, negative keyword lists, offline conversion uploads. Shopping and Performance Max are read for reporting.
Controls
Three mechanical checks on generated text, a rejection log, and a person's approval recorded against each write.
Documents
How engagements work
How engagements work
We are engaged directly by the advertiser and paid by the advertiser. We do not resell advertising, we are not a reseller of Google services, and we do not charge on a share-of-spend basis for this work.
Client accounts remain owned by the client. They are linked to our manager account for the duration of the engagement and can be unlinked at any time. Billing, campaign history and account ownership stay with the advertiser throughout. At the end of an engagement the client is expected to establish their own manager account, and our copies of their performance data are deleted.
We comply with the Google Ads API Terms and Conditions and the Google Ads API policies. No Google Ads data is shared with, or made accessible to, any third party.