Google is introducing a new Performance Planner tool for Google Ads. Performance Planner lets advertisers create plans for their advertising spend, and see how changes to campaigns might affect key metrics and overall performance.

Google says that on an average, Performance Planner can help advertisers drive up to 43% more conversions.

The new tool is designed in a way that it will help them understand how to allocate a monthly budget across all of their campaigns based on Google’s projections. It focuses on maximizing the incremental conversions.

It was among the new products highlighted at Google Marketing Live and can be used to understand how changes could potentially impact conversions, clicks and other performance metrics.

To give you the most accurate forecasts possible, Performance Planner takes into account billions of search queries, and is usually updated every 24 hours.

What Are The Benefits Of The New Tool?

  • You can use the planner to try adjustments like, different spend levels, CPAs, etc., by clicking on the different spend points to see the resulting changes in conversions.
  • You can view a campaign-level forecast, and allocate spend accordingly to that campaign.
  • You can also add keywords to see how new terms would affect potential performance.

You can simply click on different spend points to see the resulting changes in conversions.

As per the announcement, “Changes are not automatically implemented. You can implement the changes by downloading a file and using the Google Ads Editor.”


Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.