NW Edge — internal Google Ads operations platform.
NW Edge is a private, internal-only platform used by NW Media's media-buying team to operate the company's Google Ads activity at scale. It is not a SaaS product, is not sold or licensed to external customers, and is not available for public sign-up.
Overview
What NW Edge does.
NW Edge sits between NW Media's media buyers and the advertising accounts they operate. It consolidates campaign creation, performance monitoring, and routine optimisation work that would otherwise be performed manually in the Google Ads web interface, across many advertising accounts simultaneously.
The platform is operated from infrastructure controlled by NW Corp LLP, hosted with a dedicated server provider in the European Union. Access is restricted to named members of NW Media's media-buying, engineering, and operations teams, who authenticate using corporate identity credentials. The platform has no public-facing registration; user accounts are provisioned by the operations team.
Intended use. NW Edge is built and operated solely for the management of advertising accounts owned and operated by NW Media itself. It is not used to manage advertising on behalf of paying third-party clients, and we do not resell access to the platform.
Capabilities
What our team uses NW Edge to do.
Campaign and ad group management
Create, pause, edit, and archive campaigns, ad groups, ads, keywords, and audience targeting across the Google Ads accounts the company operates, with batch operations spanning multiple accounts.
Performance monitoring
Pull campaign, ad group, ad, keyword, and conversion-level performance data into a unified internal dashboard. Surface anomalies (sudden drops in conversion volume, runaway spend, broken landing pages) to the on-duty media buyer.
Rules-based optimisation
Apply rules-based actions on campaigns we operate — pausing underperforming keywords or placements, adjusting budgets and bids within configured limits, and scaling spend on assets meeting ROAS targets. All automated actions are logged with the team member and rule responsible.
Creative and landing page provisioning
Upload and version creative assets (image, video, headlines, descriptions) and pair them with the appropriate landing pages and tracking parameters for the campaigns they belong to.
Reporting
Generate the internal performance reports the media-buying team and management use to review weekly and monthly performance across the operation.
Google Ads API usage
How NW Edge uses the Google Ads API.
NW Edge integrates with the Google Ads API to read account performance data and to write campaign updates programmatically. The level of access requested is the minimum needed to operate the campaigns the company runs.
Read operations
The platform reads the following data from the Google Ads accounts NW Media operates:
- Account, campaign, ad group, ad, and keyword structure (GoogleAdsService search queries).
- Performance metrics — impressions, clicks, conversions, cost, conversion value, and the standard reporting fields exposed by the API.
- Bidding strategy and budget configuration on the campaigns we manage.
- Conversion tracking configuration to verify that conversion events are being recorded correctly.
Write operations
The platform performs the following write operations on the Google Ads accounts NW Media operates:
- Creating, updating, pausing, enabling, and removing campaigns, ad groups, ads, and keywords.
- Adjusting campaign budgets and bid strategies within configured operational limits.
- Uploading creative assets (image, video, text) and associating them with the appropriate campaigns.
- Updating audience and targeting settings on the campaigns we operate.
Authentication and access scope
Access to the Google Ads accounts NW Media operates is established through Google's OAuth 2.0 authorisation flow. Tokens are stored encrypted at rest and used only by NW Edge service processes acting on behalf of authorised NW Media users. The platform does not request or accept Google Ads accounts owned by external parties.
Compliance with Google policies
NW Edge is operated in accordance with the Google Ads API Terms and Conditions, the Google Ads API Required Minimum Functionality requirements, and the Google Ads policies that govern the underlying advertising activity. We do not redistribute, resell, or expose the Google Ads API to third parties through NW Edge.
Data handling
What we do with the data NW Edge processes.
Because NW Edge operates only on the Google Ads accounts NW Media itself owns, the platform does not collect personal data from third parties through its use of the Google Ads API. Campaign-level and account-level data retrieved from the API is stored on infrastructure under NW Corp LLP's control, used by the in-house team for reporting and optimisation, and retained for the period required for operational and accounting purposes.
User accounts on NW Edge itself — that is, the accounts our own team members use to log into the platform — are governed by our Privacy Policy. The platform does not present a public-facing interface and does not collect data from website visitors of this corporate site beyond what is described in that policy.
Technical
Stack and infrastructure.
Application
The platform is a Next.js application running on Node.js, with a TypeScript codebase maintained by the in-house engineering team.
Data layer
Application data is stored in managed PostgreSQL databases hosted within the European Union. Static assets are served from object storage with a content delivery network in front.
Hosting
Compute is hosted on dedicated infrastructure in the European Union. The platform is not multi-tenant in the SaaS sense — there is a single deployment, operated by NW Media for its own use.
Contact
Questions about NW Edge.
Compliance, policy, or platform queries can be directed to the operations team at [email protected], or by writing to the registered office at 27 Old Gloucester Street, London, WC1N 3AX, United Kingdom.