Raise Budgets on Limited Campaigns

Raise the daily budget of campaigns held back by it, when performance justifies 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 Scale Budgets Up and Down instead.

How it decides

The automation works from budget utilisation: what a campaign actually spent over a window, divided by what its daily budget allowed across that window. A campaign with a 10 euro daily budget that spent 70 euro over 7 days has a utilisation of 100%. One that spent 49 euro has 70%.

Utilisation is measured over two windows, 7 days and 30 days, and a campaign qualifies when either window is over its threshold. Two windows rather than one, because a single busy week and a steadily busy month are both worth acting on, and neither alone catches the other.

A campaign that qualifies then has to clear the performance gates before anything is proposed:

• Minimum conversions is the volume you want before you trust the numbers.
• Minimum ROAS and Maximum CPA are the quality gates. Set the one that matches how you judge the account, and leave the other at 0.

Any gate set to 0 is not applied. Performance is judged over the 30 day window when there is one, since a week is often too short to be meaningful.

A campaign with spend and no conversions has no CPA and no ROAS. It fails those gates rather than passing them. This is deliberate: an undefined ratio is not evidence of good performance.

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 two utilisation thresholds and the three performance gates.

Execution holds the increase percentage, its minimum and maximum amounts, and Apply automatically.

Suggested approach

Run it by hand first and read the proposals. The reason column tells you which window triggered each campaign and by how much, so you can see whether the thresholds match how you would have judged the account yourself.

Leave Apply automatically off until you agree with several runs in a row. Budgets are the setting where an automation you have not checked costs the most.

Once it is running, remember that each run measures utilisation 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.