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Google Ads Script for Budget Pacing / Adjustments
Does anyone have a script that checks current daily spend this month, and will increase or decrease budgets based on a monthly budget target.
For example, if Campaign A has £5,000 to spend in a month. The daily budget is set to £165. But actually, it’s only spending £100. It will not spend the full amount. I’d like to automate a daily budget increase that runs every day to check this. Then I don’t need to tweak budgets manually!
I have a custom column that calculates this. But I want to take it a step further.
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1 Reply
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Add a shared budget across multiple campaigns – done
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Google Ads will automatically adjust daily budgets based on fluctuating traffic. It can spend up to 2 times the daily budget you’ve set but it will never spend more than 30.4 times your daily budget in a month.
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That doesn’t really work since Google doesn’t distribute your budget evenly. Spend will vary from day to day, increasing or decreasing the monthly budget based on one day’s spend will be counterproductive.
Setting a campaign budget is a hard cap. You won’t be billed more than your daily budget x 30.4. https://support.google.com/google-ads/answer/2375454
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function main() {
var monthlyBudget = 5000; var currentSpend = 100; var targetDailySpend = 165;
var today = new Date(); var daysInMonth = new Date(today.getFullYear(), today.getMonth() + 1, 0).getDate();
var totalBudget = targetDailySpend * daysInMonth;
if (currentSpend < monthlyBudget) { var budgetDifference = monthlyBudget – currentSpend; if (budgetDifference > targetDailySpend) { var newDailyBudget = targetDailySpend + (budgetDifference / (daysInMonth – today.getDate())); } else { var newDailyBudget = targetDailySpend + budgetDifference; } } else { var newDailyBudget = targetDailySpend – ((currentSpend – monthlyBudget) / (daysInMonth – today.getDate())); }
Logger.log(“New daily budget: $” + newDailyBudget.toFixed(2)); }
Maybe try this?
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I’m actually concluding that this custom column to track the predicted monthly spend is probably more useful, and prevents constant automated budget checks and tweaks
(Cost / day(today())) * day(offset_days(offset_months(month_start(), 1), -1))
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If you aren’t spending your budget over a period of time (e.g. two weeks), increasing the budget won’t fix that. You will need to either raise your bids and/or add more targeting (keywords, go more broad, expand geo-targeting, etc.).
In general, if you use Max Conversions or Converison Value bidding Google will usually spend your whole budget every day. If you use a target such as tROAS or tCPA you may not spend your full budget if Google can’t hit your targets. If you use manual bidding you may need to raise bids to hit spending goals.
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Lots of weird answers in here because technically your scenario wouldn’t be fixed by pacing, but…
Of course there are budget pacing scripts. Optmyzr has one, the old Kenshoo Local used to have it baked into the platform, and I’ve also heard the Shape.io platform does it well.
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Shape is amazing for this.
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I recommend [shape.io](https://shape.io) it’s a life saver
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Pacing is something you need to be watching and not just relying on automation. You’re not needing to change budgets every day or even every week, just a few tweaks here or there and easy even with an account with hundreds of campaigns. Finding ways to do things easier and quicker, streamline processes is one thing but what you’re looking for is something to do your job for you in this particular situation. The campaign spend will fluctuate, up and down, week over week and you need to be aware of that. Receiving an email notification saying X campaign’s budget was changed can enable a lot of people to just move on and not dig into why it’s not spending or perhaps you planned it too light and it can spend more.
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