In this article, we propose a new concept called average impulsive delay-gain (AIDG) for studying the synchronization of coupled neural networks (CNNs). Based on the viewpoints of impulsive control and impulsive perturbation, we establish some globally exponential synchronization criteria for CNNs. Our methods are well-suited for addressing the synchronization problems of systems subject to hybrid delayed impulses with time-varying impulsive delay and gain. Moreover, we prove that the AIDG has both positive and negative effects on synchronization. Compared to existing research, our conclusions are more applicable and less conservative as the considered hybrid delayed impulses involve more flexible cases. Finally, we validate the effectiveness of our proposed results by applying them to small-world and scale-free network models.