Managing Higher budget

[medvardas]

Mistakes can be more costly – identify potential risks and take preventative measures (e.g. double checking IOs, campaign budgets, enable auto rules for extremely inefficient KWs, if you fail to miss those).

[Competitive_Dance478]

Main thing is to review KPIs and expectations with the in-house team leadership

More than likely things are already in place to spend that $80K a month so you don’t need to come in and change things up day one

Take your time to settle down and let the platform gather data while you learn the new processes and methodologies

Ask questions, look around and draw down notes

There might be opportunities to optimize and do better that is where you come in and show value

If you are the only person responsible (or only eye) on the $80K per month spend then that is their problem

Human errors will occur but be sure to catch them early and be transparent about it

At the end of the day, for a bigger company and larger budget, you will realize you might care more about these dollars and cents than others that have been there long enough

[Own_Onion_4226]

People often assume the number of campaigns have to be linear to the budget, but that’s not the case. With a larger responsibility, it’s your job to make sure the tests are running smoothly and that any new campaign or idea you are launching is backed by data as much as possible. At an in-house team, leadership only cares about end results and insights, not how many campaigns you launched.

[trsgreen]

Higher budgets are actually a lot easier to manage and grow than smaller budgets.

[ppcwithyrv]

clean tracking and solid conversion data matter way more. You also spend less time tweaking keywords and more time making sure the structure, offers, and data can actually scale.

[aamirkhanppc]

At higher spend, structure and segmentation become more important to control scale and efficiency.
You’ll lean more on automation and smart bidding, but with stronger guardrails, monitoring, and pacing.
The focus shifts to marginal gains, controlled testing, and understanding where the next dollar performs best. Better data, attribution, and cross-team alignment matter more because small changes have big impact.

[colossuscollosal]

You might get a dedicated ad rep who’ll help you spend more and get less roas

[theppcdude]

My recommendations:

* If you are hitting high impression shares (IS), diversify
* You must be running broad with high lead quality at this point Stay very close to the client’s offline data.
* Are they actually making money from the conversions that they are getting? (closed clients, CAC, ROAS)
* Test a lot: ads, keywords, videos (Demand Gen), creatives (Display), etc

PS. This is what I do for my clients, they are service businesses. I don’t run ads for ecommerce or SaaS, so if your client is in one of these two, some recommendations may apply.

[QuantumWolf99]

Congrats on the move… biggest difference between $20k and $80k+ monthly isn’t tactics it’s mindset… at $80k-$150k you’re managing a media budget that directly impacts company revenue and board meetings… for my clients spending $200k+ monthly on Google I spend way more time on attribution modeling and incrementality testing because at that scale you need to prove causation not correlation.

You’ll obsess over conversion lag reports because when spending $4k-$6k daily a 7-day delay between click and conversion means Monday data shows you what happened last Tuesday… at higher spend audience saturation hits faster so creative refresh cycles matter more.

I make ecom clients at $150k+ monthly rotate ad creative every 21-28 days because frequency above 4 kills conversion rates… you’ll need tighter negative keyword management because wasting $800 daily on junk traffic adds up to $24k monthly… the other big shift is stakeholder management… at $80k monthly you’re explaining performance to CFOs and CEOs who want to know why ROAS dropped 0.3x week-over-week not reporting CTR to marketing managers… honestly the technical work gets easier at scale because you have enough conversion volume for smart bidding to actually work… the hard part is the pressure.

[TTFV]

If you’re used of running search/P-Max for most of your ad spend (lead gen) you might consider switching over to search/Demand Gen at larger ad spends. These marketing savvy clients usually don’t balk when you run campaigns with no conversions and understand the value of upper funnel marketing.

From your perspective you will be able to exert much greater control over spending on each channel, keyword strategy, and targeting. You can, obviously, run DSA or AI Max to recover any lost search traffic from shutting down P-Max.

Up your monitoring frequency and automate what you can with dashboards, scripts, or notices. Small mistakes get amplified in large accounts and bad things can happen fast.

Optimize more frequency and spend more time checking account health such as that all conversions are firing regularly, there are no policy issues, etc.

Think more strategically, an account is more than the sum of its campaigns or ad platforms!