It is the middle of the month and someone asks whether you will land on budget. The honest answer is a spreadsheet you have not built yet. Overspending is a conversation. Underspending is a worse one.
The question
"Am I on track for this month's budget? Break it down by platform."
You get what you have spent so far against where you should be, split by platform, with the campaigns running ahead and behind called out separately.
Two follow-ups do most of the work:
"Which campaigns are maxing out, and which are barely spending?" A campaign that hits its daily limit every afternoon is missing your best hours. A campaign that never touches its budget has a different problem entirely, and more money will not fix it.
"How are we doing against the quarter?"
Predicting where you land
If someone has set a target for the account, you get a prediction of where the month ends at the current rate.
If no target is set, you get a comparison against your own recent pace instead, and it says so rather than inventing a plan to measure you against.
Worth asking before you repeat the number to anyone: "What is that prediction assuming?"
Doing something about it
Checking the pace is just looking. The changes that follow are normal ones, and you see each before it happens:
More budget on the campaigns that max out and perform.
Less on the ones running ahead and not paying off.
For a sale week on Meta, a higher budget for a set window that goes back on its own. Google does not have that, so there you change it and change it back.
A spending ceiling on Meta, Pinterest, Reddit or Snapchat.
Remember it will not move a budget by more than half in one go. Bigger moves go in two steps.
Being told instead of checking
"Tell me if cost per sale goes above my limit."
You can set a threshold and ask later which ones went off. On Meta you can also set up Meta's own rule, for example pausing an ad set that gets too expensive.
⚠️ Nothing checks your pacing for you on a schedule. There is no email at the halfway point. You have to ask.
If you run several accounts
"Give me last week for every account I have access to, a paragraph each."
One question covers the whole portfolio, and then you go into whichever one needs attention.
What it will not do
It does not predict where the month lands unless a target is set for the account.
It does not include today.
It does not check pacing or send you an alert on its own schedule.
It does not spot budget-limited campaigns outside Google Ads, because that measurement only exists there.
It does not schedule a Google budget change for a future date.
When something looks wrong
What you see | Why | What to do |
No month-end prediction | No target set for the account | Set one, or ask how you compare to your own recent pace |
A platform is missing | Not connected to that account | Connect it and ask again |
You raised the budget and it still underspends | Budget was not the problem | Ask why it is not spending. Usually the bid or the setup |
The prediction keeps changing | It is based on your pace so far, which moves every day | Normal. Ask again after a promotion ends |
Common questions
Will it warn me automatically if I am off track?
Only if you set a threshold. There is no automatic pacing check.
Can I see all my clients' pacing at once?
Yes. Ask for every account you have access to.
Why does the prediction move every day?
Because it is based on how you have spent so far this month.
Can it raise budgets automatically when I am behind?
No. It suggests, you approve.
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.