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Python
Hybrid

google_ads_bid_adjustments_update

Update a campaign criterion's bid modifier (0.1–10.0) to raise or lower bids for specific devices or audiences, preserving other criteria and logging the reason for the change.

Instructions

Update the bid_modifier of a single campaign_criterion. Returns {resource_name} of the updated criterion. Mutating — FieldMask-based partial update on bid_modifier only; other criterion fields are preserved. Reversible by another call to this tool. bid_modifier must be 0.1-10.0 (0.1 = -90%, 1.0 = neutral, 10.0 = +900%); values outside this range raise ValueError. To toggle a device on/off with bid_modifier 0.0 use google_ads_device_targeting_set instead (this tool rejects 0.0).

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
reasonNoWhy this change is being made: one or two sentences naming the evidence and the expected effect. Stored in the journal and on the action_log entry this call produces, for the operator and the next session.
campaign_idYesCampaign ID as a numeric string without dashes (e.g. '23743184133'). Obtain via google_ads_campaigns_list.
customer_idNoGoogle Ads customer ID as a 10-digit string without dashes (e.g. '1234567890'). Optional — falls back to GOOGLE_ADS_CUSTOMER_ID / GOOGLE_ADS_LOGIN_CUSTOMER_ID from the configured credentials when omitted.
bid_modifierYesNew bid modifier (0.1 = -90%, 1.0 = no change, 2.0 = +100%, 10.0 = +900%). Outside 0.1-10.0 raises ValueError server-side.
criterion_idYesCriterion ID as a numeric string (e.g. '30001'). Obtain via google_ads_bid_adjustments_get or google_ads_device_targeting_get.

Schema Changelog

Changes observed during successful MCP inspections.

  1. Changed1 schema field changedv0.20.0
    • addedInput schema / properties / reason
      Added value: +{
+  "description": "Why this change is being made: one or two sentences naming the evidence and the expected effect. Stored in the journal and on the action_log entry this call produces, for the operator and the next session.",
+  "maxLength": 500,
+  "type": "string"
+}
  2. Changed1 schema field changedv0.10.37
    • addedInput schema / additionalProperties
      Added value: +false
  3. Addedv0.10.11
  4. Removedv0.10.9
  5. Addedv0.9.12
  6. Removedv0.9.6
  7. Addedv0.9.2
  8. Removedv0.9.1
  9. Addedv1.0.5

TDQS

A4.7/5.0
Behavior5/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

With no annotations present, the description carries the full behavioral burden and does so thoroughly. It discloses mutation semantics, FieldMask partial update, preservation of other fields, reversibility, the valid range, the exact error condition, and rejection of 0.0.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness5/5

Is the description appropriately sized, front-loaded, and free of redundancy?

The description is dense but every sentence earns its place: what it does, what it returns, mutation details, reversibility, range constraints, error behavior, and the sibling alternative. It is front-loaded with the core purpose and avoids filler.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness5/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

Given no annotations and no output schema, the description is remarkably complete. It covers the operation, return value, parameter constraints, error condition, side-effect behavior, and the relevant alternative tool. An agent has everything needed to invoke this correctly.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters3/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

Schema coverage is 100%, so the schema already documents every parameter, including the bid_modifier range and source tools for IDs. The description reinforces the range and rejects 0.0, but does not add substantial meaning beyond what the schema already provides.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

The description states a specific action and resource: 'Update the bid_modifier of a single campaign_criterion.' It clearly defines the scope (single criterion), the exact field mutated, and the return value, distinguishing it from related targeting tools.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines5/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

The description explicitly names the alternative tool for a related but different use case: 'To toggle a device on/off with bid_modifier 0.0 use google_ads_device_targeting_set instead (this tool rejects 0.0).' It also clarifies that normal bid adjustments are reversible by another call, leaving no ambiguity about when this tool is appropriate.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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