Ad Spend Pacing Alert

Compares how much each campaign has spent so far against where it should be for this point in the month, flags campaigns that are running too fast or too slow, and suggests budget adjustments for the account manager to review with the client.

Marketing agencyProfessional Services✓ Checkedv1.0

Before and after

BEFORE · what the owner typed

Need a pacing check for Beechton Dental Group, run by Rebecca Dillon on our side. Their contact is Ray Daniels. Period is June 1 to June 30, today is June 18 and the spend numbers include today. We treat anything within 10 percent of expected as on pace. Campaigns: 1. Google Search, budget $3,000, spent $2,160 2. Facebook Leads, budget $1,500, spent $660 3. Local Display, budget $900, spent $540 Google Search got 54 leads so far, Facebook got 11 leads. No display lead tracking. No planned changes. Ray's office is at 7854 Windstead St, Sagehaven. Write a short note to Ray too.

AFTER · what the skill produced

Ad pacing check: Beechton Dental Group
Period: June 1 to June 30 (30 days). Days passed: 18, including today.

Pacing by campaign

Google Search: budget $3,000. Expected to date: $3,000 / 30 x 18 = $1,800. Spent: $2,160. Pacing: 120%. Projected end spend: $2,160 / 18 x 30 = $3,600, which is $600 over budget. Label: Overspending.
Facebook Leads: budget $1,500. Expected to date: $1,500 / 30 x 18 = $900. Spent: $660. Pacing: 73%. Projected end spend: $660 / 18 x 30 = $1,100, which is $400 under budget. Label: Underspending.
Local Display: budget $900. Expected to date: $900 / 30 x 18 = $540. Spent: $540. Pacing: 100%. Projected end spend: $900. Label: On pace.

Suggested adjustments (for Rebecca Dillon to review)

Google Search: remaining budget is $3,000 - $2,160 = $840 over 12 remaining days. We recommend a daily budget of $70 ($840 / 12) to finish on the $3,000 budget. Google Search has produced 54 leads so far, so Rebecca may want to discuss with the client whether a higher monthly budget makes sense instead of lowering the daily rate. That is the client's decision.
Facebook Leads: remaining budget is $1,500 - $660 = $840 over 12 remaining days. We recommend a daily budget of $70 ($840 / 12) to use the full $1,500. Facebook Leads has produced 11 leads on $660 so far. Please confirm in the ad platform why spend is behind before changing the daily budget.
Local Display: no change needed.

Draft note to Ray Daniels
Hi Ray, here is where your June ads stand as of June 18. Google Search is spending a bit faster than planned, and Facebook Leads is spending slower than planned. We recommend adjusting both daily budgets to $70 so each lands on its monthly budget. Local Display is right on track. Rebecca Dillon will walk you through the details and nothing changes until you approve it.

Questions for the owner

What is Rebecca's phone number or the agency's contact line to put in the note to Ray?
Does the client want to keep Google Search at its current $3,000 budget, or discuss raising it?
Is there a known reason Facebook Leads is spending slowly, such as a paused ad set or an audience limit?
Should lead tracking be set up for Local Display?

What it does

Use it when: Use when a marketing agency needs to check whether client ad campaigns are on pace with their monthly budgets and suggest adjustments, such as: check ad pacing, are we overspending, underspending on ads, budget pacing alert, or adjust the ad budget.