Performance Planner
Create a plan for your advertising budget and drive business growth
Performance Planner is a tool that helps you make the most out of your advertising budget quickly and easily.
Get Started
How Performance Planner works
Performance Planner uses auction data, seasonality trends, and other signals to show how changes to your campaigns might affect performance. This takes the guesswork out of planning, while saving you time.
Plan your budget more effectively
Create a plan to help determine the right budget for your campaigns, so you can achieve your business goals.
Forecast campaign performance
See how adjusting your budget or campaign settings may impact performance metrics like clicks, conversions, and cost-per-action.
Explore suggestions based on your business
Review relevant suggestions that can help you meet your business goals. For example, add keywords to your forecast to see the potential impact they may have when added to your campaign.
See real results in action
These brands use Performance Planner to drive more sales and save time.
Serasa
“Since using Performance Planner, our campaigns and key metrics have improved and gained more efficiency. The tool has changed the way we work and is now part of our planning and decision making process.”
- Marketing Coordinator at Serasa
Cook it
“We plan to use Performance Planner with Smart Bidding across different campaign types, so we can easily adjust our budget to meet consumer demand.”
- Paid Search Strategist at Cook it
Set your campaigns up for success with Performance Planner
Have additional questions?
Visit our Help Center
Google Ads is getting a new tool in the form of a Performance Planner that helps with planning ad spend.
Google says that, on average, Performance Planner can help advertisers drive up to 43% more conversions.
The tool focuses on driving incremental conversions by identifying the best spend amounts for your campaigns.
Ahmad Ismail, a Google Ads Product Manager, explains:
“For example, let’s say you have a $92,000 monthly budget across 100 Search campaigns. The planner will recommend how to distribute that $92,000 across those Search campaigns to maximize conversions and project results from these changes in your forecast.”
The performance planner can also make projections based on other adjustments, such as different spend levels and CPAs.
Simply click on different spend points to see the resulting changes in conversions. So you can see how conversions would differ at a $12 CPA compared to a $20 CPA.
With the performance planner, users can zoom out and get a campaign-level view of their accounts.
From there, you can see how much you’re spending on each campaign, allocate spend to different campaigns, and even add keywords to get a projection of how they would affect performance.
A newly added help article explains how Performance Planner has been engineered to provide the most accurate forecasts possible:
“Performance Planner takes into account billions of search queries, and is usually updated every 24 hours. Performance Planner then simulates relevant ad auctions in aggregate, including variables like seasonality, competitor activity, landing page, etc. It then forecasts conversions based on the conversion types in the “Conversions” column of your Google Ads performance reports.”
Lastly, but perhaps most importantly, this tool is a planner at its core. Changes made within the performance planner are not automatically implemented.
In order to implement changes made within the performance planner, you’ll have to download a file and utilize the Google Ads Manager.
SEJ STAFF
Senior News Writer at Search Engine Journal
Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, ...
Subscribe to SEJ
Get our daily newsletter from SEJ's Founder Loren Baker about the latest news in the industry!