What is It?
The Spend Projection tool analyzes spend data, historical seasonality, and recent performance to predict how much the Google Ads, Microsoft Ads, Yahoo Japan Ads, or Amazon Ads account is likely to spend by the end of the selected time period.
The system uses machine learning to predict the likely spend for each of the remaining days during the selected date range. Since actual spend levels fluctuate, the system recommends a range for the spend.
While we predict the spend in the Spend Projection, we take into consideration the following two factors:
Day of the week.
Weekly and yearly seasonality (to take into consideration the account growth) and its consistency in the past years (since the time a Google Ads account was active or 2010, whichever is earlier).
Why Use It?
The Spend Projection tool helps you understand how your advertising budget is likely to be spent over the selected time period based on current spend trends, historical patterns, and seasonality. It allows you to:
Track whether your campaigns are pacing correctly toward the allocated budget for the selected cycle.
Identify early if your account is likely to underspend or overspend so you can adjust budgets or bids in time.
Understand how weekday patterns and historical seasonality influence your expected spend.
See the projected daily and cumulative spend range to better anticipate budget fluctuations.
Quickly interpret spending trends with AI-generated summaries instead of manually analyzing performance data.
Date Ranges
On the left side filter, you can select which budgets and date range to use. The date ranges include the option of "This Budget Cycle" which considers your cycle date, in case your monthly budgets start from the fifth, and not the first of each month.
This is defined in the All Accounts Dashboard along with the target, and the information is used in this tool to display the simulation accordingly.
For Amazon Ads, you can use the "ignore last N days" toggle to exclude potentially inaccurate performance data from the last few days.
Settings for the Spend Projection Tool
Simulation Budget
The Spend projection tool uses the Monthly Target Budget defined in the All Accounts Dashboard to populate the simulation budget. You can adjust it to simulate different spends. Updating the simulation budget here will not update it on the All Accounts Dashboard or your Ads account.
Projected Spend till <end date>
Based on the current spend patterns, the amount the campaigns/account will spend by the end date.
Actual Spend till now
The total cost accrued by the account from the first date to the last date of the selected time period.
Required daily spend to hit the target
Based on the current spend patterns, you can see the required daily spend to meet the simulation budget.
Spend Projection (cumulative)
See an estimate of how much the PPC campaigns will spend by the end of the selected date range.
Projected Expected - This shows the expected spend the account will be at by the end of the date range.
Projected Max - Represents the upper spend limit.
Projected Min - The lower spend limit.
Spend Projection (daily)
You can also see your daily spend projection which shows the pattern of your spending across the week. You'll see the expected spend, expected min. spend and an expected max. spend on each day. This will give you an idea about the spending potential of the account.
To simplify spend analysis, the tool will display an AI-generated summary above your cumulative and daily spend charts. The summary will help you reduce the manual effort required to interpret spend trends, detect seasonality, and weekday patterns.
✨AI-generated content (such as suggestions, summaries, or insights) is intended to support your decision-making. Please review and validate the output before applying any changes.
Use Cases
Detecting Potential Overspend Early
Problem: Without a clear forecast, you may realize too late that your campaigns will exceed the planned budget.
Solution: The Spend Projection tool calculates a projected expected, minimum, and maximum spend range for the selected time period. By reviewing this projection, you can quickly identify if your account is likely to exceed the simulation budget.
If the projection indicates overspending, you can reduce budgets or adjust campaign settings before costs escalate.
Understanding Weekly Spend Patterns
Problem: Campaign spend often fluctuates depending on the day of the week. Without visibility into these patterns, it becomes difficult to determine whether sudden changes in daily spend are normal or require action.
Solution: With the Spend Projection (daily) view, you can see expected, minimum, and maximum spend for each day of the week. You can quickly identify normal weekly patterns and avoid unnecessary adjustments to your campaigns.
Planning Budget Adjustments Mid-Campaign
Problem: Predicting how budget changes will impact final spend can be difficult without reliable projections.
Solution: The Spend Projection tool allows you to modify the simulation budget directly within the tool. This lets you instantly evaluate how a different budget scenario could affect your projected spend by the end of the date range.
Demo Video