BudgetBuild it in chat

Budget pacing guard

Check Google Ads month-to-date spend against the budget sheet finance owns, flag any line off pace in Slack, and propose the daily budget that lands the month.

You, in one sentence in chatEvery morning

Overview

Google Ads budgets are daily and per campaign, and Google can spend up to twice a daily budget on any given day. Nobody checks actual spend against finance's monthly number until month end, when an overspend can't be undone and underspend is lost.

Brands and agencies where finance sets a fixed monthly budget in a shared sheet, and the performance marketer has to land on it.

What it does

1Read the monthly budget per line from the finance sheet.
2Pull month-to-date spend from Google Ads each morning.
3Compare it with the expected pace and project month-end spend.
4Flag any line more than 10% off pace in Slack with a proposed daily budget, and write the status back into the sheet.

What you’ll see

Pace by line

Projected month-end

Proposed daily budgets

Not in the Hub yet. Describe this job in one sentence in chat, and Hawky builds the agent with the connectors it needs, asks you for anything only you know, tests it and shows you the board.

Illustrative example

What a run looks like

Finance gives Google Search ₹9L for October. On 15 October the expected spend is about ₹4.35L, but actual is ₹5.4L: 24% ahead, heading for ₹11.2L. Hawky flags it and proposes cutting the daily budget from ₹36K to ₹22.5K so the month lands on ₹9L.

Illustrative: the brand and numbers are made up to show how the agent reasons. They are not customer results.

Before you start

What needs to be in place

The sheet needs a fixed layout: one row per account or campaign, a monthly budget column, and names that match Google Ads.

Questions

About Budget pacing guard

What does Budget pacing guard need to run?

It connects to Google Ads, Google Sheets and Slack. The sheet needs a fixed layout: one row per account or campaign, a monthly budget column, and names that match Google Ads. Connect each tool once and every agent in your workspace can use it.

Does Budget pacing guard change anything in my accounts?

Only with your approval. It proposes changing a daily budget, and nothing changes until someone says yes.

How often does Budget pacing guard run?

Every morning. Its workflow runs on that schedule and keeps the board current, and you can change the schedule by asking in chat.

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