Budget pacing insights help you understand how your campaigns and campaigns in shared budgets are spending their budgets. You’ll learn how your campaigns have spent and are projected to spend in the current month, your current and forecasted advertising goals like the number of conversions, what the pacing means for your campaign, and what actions you could take for each campaign. This allows you to easily manage spend and optimize how your campaigns utilize their budgets.
Benefits
Budget pacing insights helps you manage your campaign spending and understand how well your campaigns are performing relative to their budget goals in the current month. This allows you to discover opportunities to optimize your budget and improve campaign performance.
Where to find budget pacing insights
You can see budget pacing insights on the Insights page at the account level in Google Ads.
Monthly Performance forecasts
In Budget pacing insights, you can see monthly cost and performance forecasts (such as conversions, clicks, impressions, etc) in the current month. The forecasts are based on your campaign's or budget group's historical performance, seasonality, and market trends.
Budget insight statuses
The budget pacing insights table shows you all campaigns by default. Campaigns can have 1 of 3 budget pacing statuses as seen in the insights column: Limited by budget, budget remaining, and on track.
Limited by budget
The limited by budget status indicates that a campaign’s performance will be or is currently limited by budget. The “Insights” column of the table will show either “Projected to be limited by budget” or “Limited by budget.”
- If a campaign is “Limited by budget”, the campaign is limiting spend to ensure it stays within your set budget goals, missing out on 5% or more of your potential traffic last week. Raise your budget to keep your ads running.
- If a campaign is “Projected to be limited by budget”, it means our simulations show you may miss out on 5% or more of your future weekly traffic at your current budget due to an expected future traffic increase in the future. Raise your budget now to avoid missing out on potential customers.
Click “View Recommendations” in the “Take action” column of the table to fix the limited statuses.
Budget remaining
The budget remaining status indicates that the campaign is projected to have a significant portion of their budget left over unspent in the current month, based on your monthly spending limits and your forecasted cost. Depending on your business needs, you can choose to spend some of the remaining budget to achieve or exceed your advertising goals.
Click on “View Recommendations” in the “Take action” column of the table to find out your options.
On track
The on track status shows you which campaigns are going to utilize their full budgets for the month. Such campaigns may not require any action to meet optimal performance.
