Auto-scale with budget utilization

Automatically increase or decrease your Google Ads budgets based on performance and spend potential.

This script gets more out of your Google Ads budget without weekly manual checks. It looks at how much of your budget you're actually using and whether campaigns are hitting your CPA or ROAS goals, then adjusts daily budgets up or down within limits you control.

What this script does for you

• Spots unused opportunity: calculates a Budget Utilization Rate (BUR) per campaign, comparing spend over the last 7 days to available budget. If you structurally spend a high share of budget and performance is good, the script increases the budget to capture more conversions.
• Reduces waste when performance is poor: if a campaign spends little of its available budget or fails your performance thresholds, the script can reduce budgets to avoid overspending on weak campaigns.
• Keeps CPC and volume balanced: connects spend levels with performance so it only pushes harder on campaigns that deliver results, while keeping others in check.
• Works for all main campaign types: the premium version supports Search, Shopping, Performance Max and video campaigns and can work with target ROAS, so you can run one budget automation across your whole account.

How the budget changes are controlled

1. BUR thresholds: set when a campaign counts as "highly utilized" or "underutilized." Above a BUR threshold the script can increase budgets; below a lower threshold it can decrease them.
2. Safe adjustment ranges: define a percentage for how much budgets may change, plus a minimum and maximum absolute amount, avoiding both noise changes and sudden big jumps.
3. Performance rules (CPA / ROAS / conversions): budgets only change when minimum conversions, maximum CPA and minimum ROAS conditions are met.
4. Conversion lag protection: set a conversion lag in days so the script ignores the most recent days, accounting for late conversions more reliably.

Reporting and dashboards

• Google Sheets dashboard (included): fills a Dashboard sheet with per-campaign data such as budget, 7-day BUR, average daily spend, impressions, clicks, conversions, ROAS and CPA.
• Over-time view of BUR: each run adds a new row to an over-time sheet with the date, campaign, BUR and average spend, so you can visualize how utilization changes over time.

Email recap (premium)

The premium version can email a recap after each run listing which campaigns changed budget, old and new budget and the percentage change, with a link to the spreadsheet. You can turn off email notifications and just use the dashboard if you prefer.

Targeting the right campaigns

Use label-based filtering to run the script on all enabled campaigns or only on campaigns with a specific label in Google Ads, useful for testing with a subset first or managing a specific portfolio.