What is Performance Planner?

Google Ads Performance Planner is a forecasting tool that helps you determine the best bid and average daily budget allocation across your campaigns to maximize conversions for your future spending plan.

Key Functions

1. Determine budget needed to achieve marketing goals: By planning your Google Ads budget in advance, you can understand the future spend potential of current campaigns
2. Leverage seasonality: Capture growth opportunities using Google's seasonal data
3. Optimize bids and budgets: Set optimal bids and budgets across all campaigns to maximize ROI
4. Find new growth opportunities: Identify new ways to drive sales growth through Google Ads

How It Works

Performance Planner uses the following process:

1. Forecasts your campaign performance for the next period (assuming no changes to current campaigns)
2. Uses Google's seasonal data and analytics to forecast performance with optimal bids and daily budgets
3. When you select a spend point on the blue line, it shows the forecasted conversion impact

Best Practices

Create Separate Plans for Each Marketing Goal

Do not add all brand campaigns or all generic campaigns to the same plan. This dilutes the accuracy of forecasts because different campaign types have different performance patterns.

Review Plans Monthly

Seasonality, competition, and market conditions change. Review and update your plans monthly to maintain forecast accuracy.

Use in Conjunction with Bid Strategies

Performance Planner recommendations work best when combined with automated bidding strategies like Target CPA or Maximize Conversions.