Managing hundreds of PPC budgets across client accounts can be overwhelming. A robust client portfolio is a mark of success. But without the right systems in place, it can quickly become an operational nightmare.
Budget management has been a key focus at Adalysis over recent years. We’ve spent a lot of time listening to your challenges with running PPC at scale.
In this article, we’ll explore the biggest talking points and what we’re doing to lighten the load.
Challenge 1: Real-time budget tracking
Keeping track of hundreds of budgets in real-time takes lots of time, and it’s easy to make mistakes.
Without automation, agencies often rely on spreadsheets and manual checks in Google Ads. Gathering the data at scale is a time drain all on its own, especially when clients have different budget structures. This manual process also introduces a real risk of human error.
A single oversight can mean overspending (or underspending) on a client’s account. And from their perspective, it doesn’t matter how many other budgets you manage. They just want to know their account is on track.
How Adalysis can help
Adalysis tracks budget pacing on an hourly basis and projects future spend based on your chosen settings. You can see budget pacing for all your accounts from a single overview screen. That means no more data crunching and jumping between tabs.
Alerts for spend and pacing mean you’ll always get a heads-up when costs hit a critical threshold. You can set budgets to pause and restart budgets automatically, to strictly avoid overspending. It’s also possible to rollover unspent funds and deficits to the next budget cycle.
Challenge 2: Overspends, underspends, and flatlines
We probably all know that moment of panic: you open an account and realize the budget wasn’t adjusted in time. Maybe it spent more than it should have. Maybe it underspent and missed valuable traffic. Or worse, the campaign stopped serving ads without anyone noticing.
This usually comes down to a breakdown in communication or oversight. Budget changes weren’t passed along to the client, or a pacing issue slipped through the cracks. And the fallout can be uncomfortable. Clients don’t want excuses; they want assurance that their campaigns are active, efficient, and on budget.
At scale, these risks multiply. Without reliable monitoring and alerts, even the most diligent teams can fail to spot a critical change.
How Adalysis can help
Get critical alerts if your ads have stopped running. Adalysis monitors your campaigns around the clock, so you’ll know about issues before anyone else.
Adalysis simplifies budget management by automatically adjusting daily budgets. The system factors in your ad schedule and other settings to ensure you stay on track. That means no more manual monitoring, and no more nasty surprises from over- or underspending.
Challenge 3: Insights buried in data overload
Managing high volumes of data can be overwhelming. Pacing, spend, remaining budgets, and projections often live in separate reports or spreadsheets.
Extracting actionable insights quickly is difficult, and the more you scale, the harder it gets. The problem isn’t a lack of data; it’s knowing where to look.
Another challenge for PPC advertisers is the lack of flexibility in Google Ads. There’s no simple way to manage monthly budgets or allocate spend across campaigns effectively. Shared budgets have limitations, and allocating budgets across campaigns is tricky.
How Adalysis can help
Get reliable forecasts based on account history, seasonality, ad schedule, and recent changes. Download data or share insights with colleagues and clients straight from the dashboard.
Split your budget across a whole account or a group of campaigns. Budget groups give you more flexibility and control than the standard options in Google Ads. In particular, Adalysis lets you define performance goals, get control over pacing, and see spend projections for each group.
Custom budgets simplify time-limited changes, such as promotions, mid-month increases, and quarterly budgets. Enter your spend and dates, then let the system take care of the math and reset the numbers at the end of your custom period.
Challenge 4: Getting campaign allocation right
Figuring out how to distribute a client’s budget is a constant balancing act. High-performing campaigns need room to grow. Underperformers can drain ad spend if not kept in check.
Spotting when to reallocate budgets is another time-sensitive task for PPC teams. The longer it takes to collect and analyze the data, the easier it is to miss the window to optimize.
How Adalysis can help
Adalysis alerts you to opportunities to scale your budget based on impression share loss. You’ll get a heads-up if a campaign’s Lost impression share (budget) exceeds 10% for three consecutive days.
Combined with detailed performance dashboards, these alerts make it easy to identify where to reallocate your budget and keep campaigns running efficiently.
Wrap-up
Managing PPC budgets at scale comes with real challenges: data overload, time pressure, and the constant risk of overspend or missed opportunities.
At Adalysis, we’ve built tools to reduce that pressure. From real-time tracking to smart alerts and forecasting, everything is designed to help you stay in control, no matter how many accounts you manage. We’re confident we have one of the most comprehensive toolsets available today.
If you’re ready to take the stress out of budget management, we offer a free trial so you can see the difference for yourself. And we’re only a message away if you have questions.
