Deciding where the money should go is the job. Typing the same change into four different platforms is not. You can ask for both in one go.
Budget changes work on Google Ads, Meta, TikTok, Apple Search Ads, Microsoft Advertising, LinkedIn, Pinterest, Snapchat, Taboola, X and Yandex Direct.
Which campaigns deserve more money
"Which campaigns are running out of budget every day but doing well?"
They come back in three groups, because more money does something different in each:
Group | What more budget does |
Out of budget, doing well | Buys you more sales. This is where the money should go |
Out of budget, doing badly | Buys you more of the problem |
Not out of budget at all | Nothing. This campaign is losing for a different reason, and money will not fix it |
That third group is the one people miss. A campaign can look like it needs budget when the real problem is the bid or the setup.
Spotting that a campaign is held back by budget is a Google Ads reading, because the measurement behind it only exists there. Moving money between channels works on whatever you have connected.
Moving the money
"If I move 20% of the budget around, where should it go? Use my numbers, not industry averages."
Then the change itself:
"Put 20% more on the brand campaign. Show me before and after."
You see the campaign, the current daily budget and the new one. Nothing has reached the ad platform yet.
If you need to take this to whoever signs off on spend:
"Turn that into a one-page proposal."
It comes back as a document: where the money goes now, where it is working, where it is not, and what you want to move.
Growing a winner without breaking it
A campaign is working and the instinct is to double it overnight. Big jumps reset the learning the campaign has spent weeks building, and it usually gets worse before it gets better.
Go up in steps instead, and let each one settle for a few days. You can do a whole batch of increases in one approval rather than visiting four platforms.
Why it refuses big jumps
Orphex does not move a budget by more than 50% in a single change. Ask for double and it refuses at the preview step, before anything reaches the ad platform.
This is on purpose. It is the difference between a typo and a live budget. If you genuinely want to double something, do it in two changes.
Two other limits. One workspace does not create more than 50 new campaigns, ad sets or ads in a day. And a spending cap at or below what has already been spent is refused, because it would have no effect.
The other kinds of budget
Daily budget is not the only lever, and they are not all available everywhere.
Type | Where |
Daily budget | 11 platforms |
Lifetime budget, for the whole campaign | Meta |
A scheduled budget: higher for a set window, then back on its own | Meta |
Spending cap | Meta, Pinterest, Reddit, Snapchat |
Budget at ad set or ad group level | Meta, TikTok, Pinterest, Reddit, Snapchat, X, Criteo |
The scheduled one is useful for a sale. On Meta you set a higher budget for four days and it reverts by itself. Google does not have that, so on Google a temporary raise is two separate changes and you have to remember the second one.
Did it work?
A month later, ask:
"Did that budget change last month actually do anything? What would have happened if I'd left it alone?"
That is a different answer from "we raised it and sales went up", which could just as easily be the season. This one is Impact Analysis, which uses credits and tells you the cost before it runs.
What this does not do
Orphex does not move a budget by more than 50% in one change.
Orphex does not spot budget-limited campaigns outside Google Ads.
Orphex does not schedule a Google budget change for a future date.
Orphex does not change anything you have not seen and approved.
Orphex does not remind you to undo a temporary increase. Ask for the undo when you want it.
When something does not work
What you see | Why | What to do |
It refused the budget change | You asked for more than a 50% move | Split it into two changes |
It refused a spending cap | The cap is at or below what has already been spent | Set it higher |
You raised the budget and it still underspends | Budget was never the problem | Ask why it is losing. It is usually the bid or the setup |
You approved and nothing happened | The 15 minutes passed | Ask for a fresh confirmation. The preview lasts 24 hours |
Common questions
Can I change several budgets at once?
Yes. You see the whole list with before and after, and one yes covers all of them.
Why the 50% limit?
So a mistyped number does not become a live budget. You can still double something in two changes.
Can I undo it?
Yes. Ask it to put the budget back, and approve the undo the same way.
Does a temporary increase reverse itself?
Yes on Meta, if you set it up as a scheduled budget. No on Google, where you change it back yourself.
Still need help?
Message us in the app or write to support@orphex.co. Never share your password or an access key with anyone, including us.