About 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.

Using Performance Planner, you can:

  • Create a plan to see forecasts for your campaigns.
  • Explore your forecast by adjusting different campaign settings.
  • Quickly implement changes prescribed by your plan.


  • See your campaigns' projected monthly and quarterly performance.
  • Get suggestions that can help your campaigns perform better for the same spend. 
  • Find out how your spend and performance goals are affected if you change your campaign settings.

How it works

To give you the most accurate forecasts possible, Performance Planner takes into account billions of search queries, and is usually updated every 24 hours. Performance Planner then simulates relevant ad auctions in aggregate, including variables like seasonality, competitor activity, landing page, etc. It then forecasts conversions based on the conversion types in the “Conversions” column of your Google Ads performance reports. Learn more about account, campaign, and ad group performance

If your campaigns haven’t had enough conversions to create a forecast, but they have enough clicks, you can manually enter a conversion rate to see conversion forecasts.

After running simulations and collecting data, Performance Planner uses machine learning to fine-tune your forecasts. To keep suggested budgets as accurate as possible, Performance Planner also continuously measures the accuracy of its forecasts across 1-, 7-, 30-, and 90-day periods. 


See the table below to find out if your campaigns are eligible to use Performance Planner.

Eligible campaigns Ineligible campaigns
  • Have been running for at least 72 hours
  • Have received at least 3 clicks in the last 7 days
  • Have received at least one conversion in the last 7 days (if the campaigns focus on conversions)
  • Are Search campaigns that use manual cost-per-click (CPC), enhanced CPC, or target cost-per-action (CPA) bidding strategies.
  • Have been deleted
  • Are using shared budgets
  • Have been changed to meet the eligibility requirements, but have been running for less than 7 days with the new settings applied.
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