> For the complete documentation index, see [llms.txt](https://docs.adalysis.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis.md). # How to manage budgets in Adalysis Budget management in PPC is two problems at once: keeping spend under control, and making sure it's going where it should. The more accounts you manage, the harder it gets. This guide explains the main Adalysis budget features and when to use them. From there, you can choose the right level of control for each account, shared budget, and campaign. ### Keep client spend under control Manual budget checks take time and leave room for mistakes. Adalysis gives you three ways to stay in control — each suited to a different level of automation. | Tool | Best for | Automation level | | ------------------------------------------------ | ------------------------------------------------------------------------------------------ | --------------------------------------------------------------------- | | Daily stop | Accounts with a strict daily spend limit |

Low
Set it once

| | Budget pacing with alerts and auto-pause options | Teams who want full visibility and simple guardrails but prefer to make changes themselves |

Medium
Monitor and act

| | Budget pacing with Auto manage | Accounts with solid performance data where you want automatic day-to-day budget management |

High
Daily automation

| {% hint style="info" %} Save time with [bulk budget uploads](/tools/budget/bulk-updates.md). {% endhint %} Here’s how each method works: #### Daily stop This is the simplest option. Adalysis monitors campaign spend twice an hour and pauses any campaign that exceeds its daily budget. The campaign is automatically re-enabled the following day. For shared budgets, all active campaigns under that budget are paused together. [How to set it up](/tools/budget/daily-stop.md) #### Budget pacing with alerts and auto-pause options Set a monthly budget at the account or campaign group level. Adalysis then tracks pacing throughout the month. Your overview screen shows at a glance which accounts are on track, underpacing, or overpacing.
Pacing alone doesn't make any changes. It gives you visibility so you can act when something looks off. You can add two types of alerts:
Pacing alertsGet notifications when spend is ahead or behind at a given point in the month.Example: If a $1,000 monthly budget is 10% overpaced by day 15, you'll get an alert when spend passes $550.
Spend alertsGet notifications when the account has spent a set percentage of its monthly target.Example: You’ll get an alert when spend passes 80% of a $1,000 budget.
[How to set it up](/tools/budget/pacing.md) {% hint style="info" %} Spend alerts let you auto pause campaigns when they reach their monthly target, and re-enable them at the start of the next month. Perfect when you want full visibility, but prefer to review budget changes yourself. {% endhint %}
#### Budget pacing with Auto manage Google can spend up to twice your daily budget in a single day. Auto manage reviews your spend and adjusts each daily budget automatically. It spreads budget evenly, while aiming to hit the monthly target without exceeding it. When you enable Auto manage, you choose: 1. A **performance goal** to guide budget distribution, e.g. maximize conversions, minimize CPA, proportional 2. A **maximum percentage change** to limit how aggressively budgets are adjusted day to day\* 3. The **days of the week** when budgets can be adjusted\* You can also set minimum and maximum daily budget thresholds for individual campaigns. **Together, these controls also keep Google from going into learning mode.** [How to set it up](/tools/budget/auto-manage.md) {% hint style="info" %} [Upload budget targets in bulk ](/tools/budget/bulk-updates.md)via CSV for up to three months in advance. {% endhint %} [\*See FAQ for important notes.](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#how-do-budget-change-limits-affect-pacing) ### Make budgets go further Figuring out how to distribute a client’s budget is a constant balancing act. High-performing campaigns need room to grow. Underperformers can drain ad spend if not kept in check. The longer it takes to collect and analyze the data, the easier it is to miss the window to optimize. If you’re using Auto manage, Adalysis will automatically reallocate budget based on your performance and goals. However, there are also other tools to help you scale your spend. | Tool | Best for | Automation level | | ------------------------ | ------------------------------------------------------------------------------------- | ---------------------------------------- | | Budget split suggestions | Deciding how budget should be shared across campaigns based on your performance goals | Low | | Boost alerts | Finding campaigns that may be able to spend more | Low | | Budget analytics | Understanding trends before changing budgets | Low | #### Budget split suggestions This tool doesn’t make changes automatically, unless you enable Auto manage. It gives you a starting point, so you can decide whether to move budget between campaigns. Adalysis calculates the ideal daily budgets based on your performance and goals. You can also specify a maximum percentage change as an automation guardrail.
Use budget split suggestions when you want to: * Review budget allocation across campaigns * Identify campaigns that need more or less budget * Prepare for client budget discussions [How it works](/tools/budget/daily-budget-recommendations.md) #### Boost alerts These alerts help you find campaigns that may be able to spend more. They’re based on lost impression share due to budget over consecutive days.
Use boost suggestions when you want to: * Find campaigns with growth potential * Identify where extra client budget could be used * Pinpoint when extra spend may lead to diminishing returns, such as conversions above your target CPA or lower-value revenue * Review scaling opportunities without enabling automation [How it works](/tools/budget/budget-boost-alerts.md) #### Budget analytics Before changing budgets, it helps to understand what has happened already. Adalysis helps you view historical data across key metrics, all in one place. Automated analysis highlights spend patterns and pacing trends across campaigns and accounts. Forecasts show the likely results based on current performance. No spreadsheets needed. Use these insights when you want to: * Review past spend and performance * Compare budget changes against results
[How it works](/tools/budget/budget-analytics.md) Adalysis helps you to quickly spot where budget may be underused, overcommitted, or ready to scale. You can then decide whether to adjust budgets manually, discuss options with the client, or move to a more automated setup. ### Decide when to automate With Google's automated bidding, the logic is largely hidden. Adalysis gives you controls to guide what the system does and set limits on how far it goes. That said, automation works best under the right conditions. Here's how to decide whether it's the right move for your account. #### Automation makes sense when: * You have lots of accounts and want to save time every day * Budget management is eating into strategy and optimization time * You have enough performance data to guide budget decisions #### It's better to be cautious when: * New campaigns have **little or no performance history**. Auto manage will be less accurate until there’s enough data * You don’t have **enough performance data for your goal**. For example, if a campaign has few or no conversions, the Maximize conversions goal has very little to work with * **Aggressive adjustment settings** interfere with Google's automation. For smart bidding campaigns, keep the max. percentage change low. Limit the update frequency to avoid disrupting the bidding algorithm's own learning #### How to sanity-check before you switch it on Before enabling Auto manage, review the recommended budget splits and pacing projections from Adalysis. If the recommendations make sense for the account, that's a good signal the system is working with reliable data. ### Choose the right budget setup Before you start budget automation, it helps to think about your campaign organization. The best setup is one you can configure quickly and maintain without constant manual updates. #### Budget groups Budget groups are sets of campaigns you want to track and manage together, like brand, remarketing, or awareness campaigns. Grouping them in Adalysis lets you monitor their collective spend and pacing without affecting how they run in Google Ads. | Pacing groups | Allocation groups | | --------------------------------------------------------------------------------------------------------- | ------------------------------------------------------- | | Track spend against a monthly target | Everything in pacing groups | | Send alerts when spend is off track |

Auto manage the recommended daily budgets

| | Optional: Auto pause the group when the target is reached and re-enable it at the start of the next month | | {% hint style="info" %} Budget groups have a big advantage over Google's shared budgets. You can prioritize campaigns based on performance, which shared budgets don't support. {% endhint %} Set up your groups using campaign labels, so new campaigns with the same label are included automatically. This keeps your groups accurate as accounts grow. The **Audit & budget** screen also gives you a quick way to QA budget group setup across accounts. [How to set it up](/tools/budget/budget-groups.md) #### Custom schedule budgets Some budgets don't fit neatly into a monthly cycle. Custom schedules let you define a budget for a specific date range. * Quarterly budgets * Seasonal promotions * Mid-monthly increases Custom schedules use Auto manage to adjust daily budgets and meet the target. You can set multiple time frames within a single schedule, each with its own budget amount. Then, choose what happens to campaigns when the schedule ends. [How to set it up](#custom-schedule-budgets) #### Future targets and rollover You can also set monthly targets up to 12 months in advance, at both the account and budget group level. Upload targets bulk via CSV for up to three months ahead. Adalysis applies each target automatically on the first day of the month. Rollover handles what happens when a month ends with budget left over or overspent. Choose whether underspend or overspend carries into the following month, and set up email reminders showing the amount.
[How to set it up](/tools/budget/future-targets-and-rollover.md) ### Budget automation scenarios at a glance **Spend control** * [I need to make sure a campaign never exceeds its daily budget](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#daily-stop) * [I want to track spend against a monthly target without making automatic changes](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#budget-pacing-with-alerts-and-auto-pause-options) * [I want to pause campaigns automatically when the monthly budget is reached](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#future-targets-and-rollover) * [I'm managing multiple campaign types with separate budget targets](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#budget-groups) **Scaling and optimization** * [I want to find campaigns that could spend more](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#boost-alerts) * [I want to redistribute budget toward better-performing campaigns](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#budget-split-suggestions) * [I need to monitor dozens of budgets at the same time](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#budget-pacing-with-alerts-and-auto-pause-options) **Automation** * [I want the system to manage daily budgets automatically](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#budget-pacing-with-auto-manage) * [I need to update budgets in bulk](https://docs.adalysis.com/tools/budget/bulk-updates) **Setup and planning** * [I want to group campaigns by type and track them separately](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#budget-groups) * [I have a promotion running for two weeks with a fixed budget](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#budget-groups) * [A campaign underspent last month — how do I carry that forward?](https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis#budget-groups) ## Budget FAQs ### Why is my campaign not spending enough? Here are two common causes for underspending campaigns: #### 1) The budget is too high for your targeting If you already have a [healthy impression share](https://adalysis.com/blog/ppc-kpi-monitoring-how-to-diagnose-lost-search-impression-share-rank-top-impression-share-changes/), there may not be more impressions to be had. Start with these checks: **Expand your targeting** * [x] Add new keywords for Search campaigns. * [x] Add new audiences for Demand Gen. * [x] Add asset groups with new targeting for PMax. **Check your settings** * [x] Is your **ad scheduling** restricting the times your ads can run? * [x] Are your **audience settings** too restrictive? For targeting audiences, only audience members can see the ad. This is common for Demand Gen, but for Search, it means someone must search for your keywords and be in your audience. * [x] Have you excluded users by income, gender, age, or other **demographics**? Removing exclusions will increase your reach. * [x] Have you blocked important **locations**? Expanding your location targeting can also increase your impressions. **Improve your ad rank** Ad rank is a combination of quality score and bids. If you [increase your quality score ](/tools/quality-score/boost-your-quality-score.md)or increase your bids, your ad rank will improve. This makes you eligible for more auctions. #### 2) Your campaign is still new Start by looking at your bid strategy. New campaigns’ lack of history can be challenging for Google. Switching to a different bid strategy can help. Structural issues are another reason campaigns underspend. The Adalysis audit checks for over 100 issues, like ad groups with no keywords or ads, conflicts between keywords and negatives, and disapprovals. ### How do budget change limits affect pacing? When you use these Auto manage options, there are some essential points to understand: * Changing budgets less than 7 days per week * Limiting how much a budget can be changed These options can help prevent a campaign from entering a new learning phase. However, since they limit how Adalysis can change your budget, they can cause over- or underspends in specific scenarios. For example, let’s assume Adalysis is set to only update a budget two days a week and limit the change to 20%. Google can spend up to twice your daily budget in a single day. If that happens for the first ten days of a month, Adalysis can’t lower the budget fast enough to avoid overspending. Conversely, Google may only spend 10% of your budget over the first two weeks of a month. In that case, Adalysis can’t raise the budget enough to spend your entire budget by the end of the month. **To avoid overspending** when using these options, you have two choices:
1. Use the pause and re-enable feature found in the spend alert settings. This will pause your campaigns when they hit their monthly budget and re-enable them the first day of the next month.\ \ This is the safest option to avoid overspending, but pausing a campaign could result in your campaign reentering the learning phase.
2. Set a spend alert to notify you when your budget is at 90% and then make any necessary changes. {% hint style="info" %} If you change the budget yourself, Auto manage will be paused for that campaign. This is because you can’t have a budget controlled by two different sources. You can re-enable automation the first of the following month. {% endhint %} **To avoid underspending**, use the *Threshold not met* alert, which is also found in the spend alert settings. This alert lets you know that you need to adjust how often or how much Adalysis can change your budget. Alternatively, take control of the budget yourself to ensure you spend the entire amount. --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://docs.adalysis.com/tools/budget/how-to-manage-budgets-in-adalysis.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.