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How do you set a budget for a Google Ads campaign across multiple products or services?

To set a budget for a Google Ads campaign across multiple products or services, follow a strategic, data-driven approach to ensure effective allocation. Here's how you can do it:

How do you set a budget for a Google Ads campaign across multiple products or services?

✅ 1. Define Campaign Structure

Break down your products/services into separate campaigns or ad groups, depending on how differently you want to manage budgets, targeting, and performance.

  • Separate campaigns if products have very different goals or audiences.

  • Ad groups within a campaign for related products/services.

✅ 2. Set a Total Monthly Budget

Decide how much you can spend overall (e.g., $3,000/month), then break it down into daily budgets for each campaign:

Daily budget = Monthly budget / 30.4

✅ 3. Allocate Based on Business Priorities

Prioritize based on:

  • Profit margins

  • Conversion value

  • Product inventory or seasonality

  • Sales goals or demand

E.g.:

Product/ServicePriorityAllocation (%)Budget ($)
High-margin productHigh50%$1,500/month
New service launchMedium30%$900/month
Low-performing SKULow20%$600/month

✅ 4. Use Shared Budgets (Optional)

Google Ads allows you to set shared budgets across multiple campaigns:

  • Good for flexibility—Google will allocate where performance is better.

  • Avoid if you need strict control per campaign.

✅ 5. Monitor & Optimize

  • Use performance data (CTR, CPC, ROAS, conversions) to reallocate.

  • Pause low-performing ad groups or increase budget to high-performers.

  • Test with automated bidding strategies (like Maximize Conversions or Target CPA) after collecting enough data.

✅ 6. Use Portfolio Bidding (Advanced)

If managing multiple campaigns with similar goals, use portfolio bid strategies to optimize spending and performance across campaigns automatically.

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