Automations
Raise budgets that run out
Raise the daily budget of campaigns that keep spending all of it, when their results justify it.
Some campaigns could spend more than you let them. They run out of budget before the day is over, so demand you have already paid to create goes unserved. This automation finds those campaigns and raises their daily budget.
It only ever raises. If you want budgets to come down again when demand falls, use Raise and lower budgets instead.
How it decides
The automation works from how much of its budget a campaign spends: what it actually spent over a window, compared with what its daily budget allowed across that window. A campaign with a 10 euro daily budget that spent 70 euro over 7 days has spent 100% of its budget. One that spent 49 euro has spent 70%.
That is measured over a window you pick: 2, 3, 7, 14 or 30 days. A campaign qualifies when it has spent at least the figure you set over that window. A short window reacts to a budget running out this week. A long one ignores a single busy day. The window ends yesterday, because today's spend is still coming in and would make every campaign look like it spent less than it did.
A campaign that qualifies then has to meet your performance checks before anything is suggested:
- Minimum conversions is the volume you want before you trust the numbers. Set it to 0 to skip it.
- Performance check picks how you judge results: ROAS, CPA or no check at all. Only the target for the check you pick is shown. ROAS is a percentage, so 300% means the campaign has to bring in three times what it spends. CPA is an amount in the account currency.
Results are judged over the last 30 days whatever window you pick, since a conversion count or a CPA over a few days says very little.
A campaign with spend and no conversions has no cost per conversion and no ROAS. It fails those checks rather than passing them. This is deliberate: a missing number is not evidence of good results.
How much it raises
The increase is a percentage of the current daily budget, then clamped between a minimum and a maximum amount in the account currency.
The clamps are what make the percentage safe across a mixed account. On a 5 euro budget a 10% increase is 50 cents, which is not worth a change, so the minimum lifts it. On a 2,000 euro budget the same 10% is 200 euro, which is a bigger jump than you probably want in one run, so the maximum holds it back.
Settings
Filters restricts the automation to campaigns carrying a campaign label. Leave it empty to include every campaign.
Thresholds holds the budget-spent figure with its window, minimum conversions and the performance check.
Actions holds how much each raise adds and its smallest and largest amounts.
Suggested approach
Every run changes budgets in Google Ads, a run by hand included, so start with conservative settings: a small raise and a low largest amount. Budgets are the setting where an automation you have not checked costs the most.
Read the first few runs. The reason column tells you how much of its budget each campaign spent over the window, so you can see whether the threshold matches how you would have judged the account yourself.
Once it is running, remember that each run measures spend against the budget it raised last time. A campaign with genuine unmet demand climbs over several runs rather than jumping in one, which is the intended behaviour.