Google Ads Tests New Promotional Budget Tools
▼ Summary
– Google is piloting a new “Sales & Promotions Feature Bundle with Flighted Budgets” to help advertisers boost spending during short-term promotions without waste.
– The bundle includes Campaign Total Budgets, allowing fixed spending over 3-90 days, and Promotion Mode, which accelerates spend for 3-14 days while prioritizing volume over efficiency.
– It supports cross-campaign use with Performance Max, Search, and Shopping, including tROAS and tCPA bidding strategies, for better control during promotions.
– This tool is ideal for flash sales, holiday weekends, ticket launches, and other time-sensitive offers, enabling smarter scaling and maximized returns.
– Advertisers running Q4 promotions are encouraged to test this alpha release early, as it makes tradeoffs between scale and efficiency more explicit.
Google is currently testing a new promotional budget feature in Google Ads, offering advertisers a more dynamic way to manage short-term campaigns. This tool, known as the Sales & Promotions Feature Bundle with Flighted Budgets, is designed to help businesses maximize visibility and impact during critical sales periods without overspending.
A key component of this update is the introduction of Campaign Total Budgets, which allows marketers to set a fixed spending amount across a period ranging from three to ninety days. This provides greater financial predictability and control. Additionally, the Promotion Mode accelerates ad expenditure over a shorter window of three to fourteen days, shifting the focus from strict efficiency to achieving maximum volume. The feature supports cross-campaign integration, working seamlessly with Performance Max, Search, and Shopping campaigns, and is compatible with both tROAS and tCPA bidding strategies.
This enhancement addresses a significant gap in the current Google Ads toolkit by offering advertisers more precise control over budget pacing during high-stakes promotional events. Rather than simply informing Smart Bidding about anticipated conversion spikes, the new bundle actively reallocates resources to meet specific promotional objectives. This is especially useful for flash sales, holiday pushes, or product launches where timing is everything. The result is a smarter, faster way to scale ad spend and improve returns when it matters most.
What sets this feature apart is its use of contextual signals like sale dates, promotional assets, and explicit return-on-ad-spend tradeoffs. Instead of relying solely on predicted conversion rate changes, the system uses these inputs to optimize budget distribution more effectively during promotion-heavy periods.
Ideal use cases for this tool include short-duration flash sales, holiday weekends, seasonal campaigns, and time-sensitive offers such as ticket releases or travel deals. Advertisers preparing for fourth-quarter promotions may find significant advantages in adopting this feature early. The most notable shift will involve deciding when to prioritize broad reach over cost efficiency, a strategic choice that this new bundle makes clearer and more actionable than ever before.
(Source: Search Engine Land)
