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Automate your Google Ads campaign budget (Auto-Budget)

Updated 2026-10-12

In two lines: Auto-Budget recalculates each Google Ads campaign's daily budget every day so it lands exactly at the total you defined for the period. You neither overspend and run out of funds, nor underspend and waste budget.

What does Auto-Budget do?

It's the automatic answer to the pacing problem. Instead of you watching and adjusting the daily budget by hand, Auto-Budget does it for you:

  • Each day it looks at how much you've spent and how many days are left in the period.
  • It recalculates the daily budget so the campaign ends up spending exactly its period total.
  • If the period's budget runs out, it pauses the campaign in Google Ads so it doesn't keep spending.
Today's number isn't always "balance ÷ days left". The How it works? panel publishes both formulas: if the campaign is behind (it spent less than planned to date), today's daily is the daily average plus the accumulated shortfall (today absorbs it, and the following days go back to the average); if it's on plan or ahead, what's left is split evenly across the days remaining. Hover a campaign's Last run badge and the Execution detail tells you which one it used and shows the arithmetic — and that's why the number can differ from the Needed/day column of your media plan, which always splits the balance evenly.
Auto-Budget is exclusive to Google Ads. It works on your real campaigns, so the budget changes are applied directly in your account.

How do I activate it?

  • Go to Paid Media > Auto-Budget.
  • Turn on Auto-Budget on the campaigns you want and define each one's total budget for the period.
  • If that budget is already in your media plan, don't load it again: use Import from Media Plans to bring it in, or turn on syncing so it stays up to date on its own. Only by-campaign plans are offered — Auto-Budget works on real campaigns, so it can't read a plan budgeted by platform or by account (see Plan modes: by campaign, by platform, or by account).
Auto-Budget needs Google Ads connected from Settings > Integrations and a Data Source configured with the account's Customer ID. Without that, it can't read or adjust the campaigns.

Can I see what it's going to do before it does it?

Yes, and it's a good idea. Use Preview to see what adjustment it would apply on each campaign without actually running it. When you're satisfied, you can wait for the automatic daily run or force it with Run now.

Each run is recorded in the History, where you see what budget each campaign had before and after.

Who gets the email notices?

Each campaign has its own Notifications block, in Configure AutoBudget (or Edit AutoBudget). There you choose who to notify among the people who can see that account: the list only offers them —in an Account, its members and, from the workspace, the owner, the admins and whoever has it assigned—. What reaches them:

  • Errors and exhausted budget — always, even when the Notifications switch is off.
  • The rest of the runs (Adjusted, Capped or No change) — only with the switch on: an email on every run, even when the budget doesn't change.
  • A run that ends up Skipped —for example, because there are no publish days left— doesn't send any email.
If you don't choose anyone, or none of the people you chose can still see the account, the notice of an error or an exhausted budget goes to whoever created the configuration, if they still see it. Each email goes to the address on each person's profile, and whoever stops seeing the account stops getting them.
Auto-Budget and pacing are two sides of the same coin: pacing warns you if you're going fast or slow, Auto-Budget corrects it on its own. See Control the pacing: whether you're spending at the right pace.

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.