You can make use of Apps Script's time-based triggers.
So depending on how often you'd like to check the value from the custom cell, you can create a time-based trigger which runs every day at 8AM for instance. Then, after checking the retrieved value from the GOOGLEFINANCE
function, you can color the cell accordingly.
Code
function checkValue() {
var sheet = SpreadsheetApp.getActiveSheet();
var range = sheet.getRange('A1');
var gfval = range.getValue();
if (gfval < VALUE)
range.setBackground('RED');
else
range.setBackground('GREEN');
}
function createTrigger() {
ScriptApp.newTrigger('checkValue')
.timeBased()
.atHour(8)
.everyDays(1)
.create();
}
The script above is composed of two functions:
checkValue
which is used to check the value returned from the GOOGLEFINANCE
function and based on it it colors the cell accordingly;
createTrigge
which is used to create a time-based trigger which runs everyday at 8AM;
Reference