How to manage budgets in Adalysis
Everything you need to know about the Adalysis budget tools
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.
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
Save time with bulk budget uploads.
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.
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 alerts
Get 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 alerts
Get 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.
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.
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:
A performance goal to guide budget distribution, e.g. maximize conversions, minimize CPA, proportional
A maximum percentage change to limit how aggressively budgets are adjusted day to day*
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.
Upload budget targets in bulk via CSV for up to three months in advance.
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.
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
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
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
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.
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
Budget groups have a big advantage over Google's shared budgets. You can prioritize campaigns based on performance, which shared budgets don't support.
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.
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.
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.
Budget automation scenarios at a glance
Spend control
Scaling and optimization
Automation
Setup and planning
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, there may not be more impressions to be had. Start with these checks:
Expand your targeting
Check your settings
Improve your ad rank
Ad rank is a combination of quality score and bids. If you increase your quality score 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:
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.
Set a spend alert to notify you when your budget is at 90% and then make any necessary changes.
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.
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.
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