Google Ads Budget Pacing & Month-End Forecaster
Paste your daily spend, set the month's budget, and see where the month is really heading: pace vs ideal, a day-of-week weighted month-end forecast, and the exact daily spend to land on target. Nothing is uploaded; it all runs locally.
Why simple pacing maths gets month-end wrong
The classic pacing check divides spend by days elapsed and multiplies out. It misses three things that decide whether you actually land on budget. First, spend is rarely flat: most accounts have strong day-of-week patterns, so a projection made on a Monday can be 10 to 15% out by Friday. Second, Google deliberately overspends on strong days, up to twice the daily budget, which panics people into cutting budgets that were actually fine. Third, recent run rate matters more than the month's average: if you changed budgets or bids mid-month, the first week's spend tells you little about the next one. This tool forecasts from your last 7 days, weighted by your own day-of-week history, which is the same maths we run for our own clients.
How to use this tool
- In Google Ads, open Campaigns, segment by Day (or build a Day + Campaign + Cost report in Report Editor), and download the table for the current month, ideally with a few weeks of history for the day-of-week learning.
- Pick the month, enter its budget, and paste the report.
- Read the verdict: on pace, running hot, or running cold, with the projected month-end figure and the required daily spend from here.
- Copy the plain-text summary straight into your client update or weekly report.
FAQ
No. The report is parsed and the forecasting maths runs entirely in your browser, nothing leaves your machine and we never see it.
It takes your average daily spend over the last 7 days of data, then projects each remaining calendar day, adjusted by day-of-week patterns learned from your own history when you paste 14 days or more. That is far more realistic than multiplying one average across the month.
By design. Google Ads can spend up to twice a campaign's average daily budget on any single day, and balances it out across the calendar month, capped at your daily budget times 30.4. One hot day is normal; a hot fortnight is a pacing problem.
First check whether it's budget or rank limiting delivery: rising lost impression share to budget means room to push, lost to rank means bids or quality. Raising budgets in measured steps beats one big jump, which can destabilise smart bidding.