Create a plan with Performance Planner

Performance Planner is a tool that lets you create plans for your advertising spend, and see how changes to campaigns might affect key metrics and overall performance. Performance Planner will always show you the best opportunity for your plan by modeling the best budget allocation across your campaigns.

Before creating a plan, read About Performance Planner.

Instructions

Create a new plan

  1. Sign in to your Google Ads account.
  2. Click the tools icon in the top-right corner, and then select Performance Planner.
  3. Click Create a plan, and then click Continue.
    • If you already have a plan set up, click the plus button to create a new plan.
  4. Select the campaigns you’d like to include in your plan.
    • It’s recommended that you choose campaigns that drive towards the same goal. Performance Planner works best by shifting budgets between multiple campaigns and optimizing for the campaigns that are expected to drive a higher return on investment.
    • Can’t see your campaigns? Some campaigns may not be supported by Performance Planner. See Requirements.
  5. Click Next.
  6. Enter the date range and the key metric you’d like to see results for (for example, clicks, conversions, or conversion value).
  7. Optional: Enter a target (for example, spend, conversions, or cost per acquisition) for your plan. Entering a target lets Performance Planner move around your potential spend to help you achieve it.
  8. Click Continue to be taken to your plan forecast page.

About the draft plan page

Once you’ve created a plan, you’ll be taken to the draft plan page, where you’ll see an overview of your plan. Make changes to your spend to see how your campaigns might perform.

You can use Performance Planner to get forecasts, but no changes will take place in your Google Ads account unless you make those changes yourself.

Forecast graph

The forecast graph shows how changes to your overall spend could affect the performance of all of the campaigns that you selected for your plan. Click around in the graph to change the spend and see how those changes might affect the potential performance of your campaigns.

Forecast graph metrics apply to all of the campaigns you selected when you created your plan.

Individual campaign forecast table

The table that appears under the forecast graph shows you statistics broken down by individual campaigns. Each row shows a forecast for the relevant campaign’s spend, conversions, and average CPA. Under each metric, you’ll see the following columns:

  • “Planned”: The selected campaign’s potential performance if you implement the suggested settings of your plan.
  • “Existing”: The selected campaign’s potential performance if you continue with your existing campaign settings.
  • “Diff.”: The difference between the “Planned” and “Existing” metrics.

To adjust the parameters for individual campaigns, click the specific campaign you want to change, and then use the side panel of results to make changes.

Campaign side panel

Click a specific campaign in the table to reveal the side panel of results for that campaign. The side panel contains a forecast graph and other performance and budget metrics.

Depending on your campaign's bidding strategy, network, and other settings, you may be able to change some of the planned campaign settings in the side panel. For example, you may want to adjust your campaign’s spend, or add keywords, sitelinks, or search partners, and see how those changes might affect your campaign’s performance. 

Campaign changes can be forecasted only in the side panel for plans with 20 campaigns maximum.

Compare

Click Compare at the top of the overview page to compare your forecast with previous time periods.

Review and implement your plan

You can plan your monthly and quarterly budgets to make sure you're getting the most out of your campaigns. Before you start, make sure you’ve created a plan using the steps above.

To review and implement your plan using Google Ads Editor:

  1. Sign in to your Google Ads account.
  2. Click the tools icon in the top-right corner, and then select Performance Planner
  3. Click a plan that you want to review and implement.
  4. In the top-right corner, click the download icon download icon
  5. Choose Ads Editor file (.csv).
  6. Follow the instructions in Import a CSV file into Google Ads Editor to review and implement your plan. 
Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue