About Performance Planner

If you’re affected by market changes, we recommend planning weekly rather than monthly or quarterly until markets stabilize.
Performance Planner’s forecasts are refreshed daily and based on the last 7-10 days, adjusted for seasonality. Your forecasts will take into account any impact of market changes during this time frame. We’ve updated our seasonal model to account for current market conditions.

Performance Planner is a tool that lets you create plans for your advertising spend and assess how changes to campaigns might affect key metrics and overall performance.

Using Performance Planner, you can:

  • Access forecasts for your campaigns.
  • Explore outcomes by adjusting campaign settings.
  • Understand opportunities in seasonal periods.
  • Manage budgets across accounts and campaigns.


  • Review your campaigns' projected monthly and quarterly performance.
  • Get suggestions that can help your campaigns perform better for the same spend.
  • Find out how your spend and performance goals are affected if you change your campaign settings.

How it works

To give you the most accurate forecasts possible, Performance Planner takes into account billions of search queries and is usually updated every 24 hours. Performance Planner simulates relevant ad auctions over the last 7-10 days, including variables like seasonality, competitor activity, and landing page.

After running simulations and collecting data, the accuracy of Performance Planner forecasts are measured for running campaigns against their actual eventual performance and machine learning is used to fine-tune your forecasts.

Performance Planner forecasts conversions based on the conversion types in the “Conversions” column of your Google Ads performance reports. Learn more about account, campaign, and ad group performance

Performance Planner is also available for manager accounts.

If your campaigns haven’t had enough conversions to create a forecast, but they have enough clicks, you can manually enter a conversion rate to assess conversion forecasts.


Refer to the table below to find out if your campaigns are eligible to use Performance Planner.
Campaign type Eligible campaigns
Search campaigns
  • Use manual cost-per-click (CPC), enhanced CPC, max clicks, max conversions, max conversion value, target return on ad spend (ROAS), target cost-per-action (CPA) bidding strategies, or target impression share bidding strategies
  • Have been running for at least 72 hours
  • Have received at least 3 clicks in the last 7 days
  • Have received at least 3 conversions in the last 7 days (if the campaigns focus on conversions)
  • Target impression share campaigns (only) - Have a Search lost IS (budget) of <5% over the last 10 days
Shopping campaigns (Smart and Standard)
  • Have received at least 100 impressions in the last 7 days
  • Have received at least 10 conversions and/or conversion values within the last 10 days
  • Have been active each day with a minimum spend of $10 USD or more in the last 10 days
  • Target ROAS standard shopping campaigns (only) - Have a Search lost IS (budget) of <5% over the last 10 days
Display campaigns (Smart and Standard)
  • Have not changed bid strategies in the last 7 days
  • Have been running for 7 days or more
  • Have had at least 5 conversions (or 20 clicks for Maximize clicks) and more than $10 USD in cost within the last 7 days
  • Have not been recently budget constrained
*Not supported for Discovery campaigns
App campaigns
  • Have been running for 10 days or more
  • Have not changed bid strategies in the last 10 days
  • Have received at least 10 conversions in the last 10 days
  • Have not been recently budget constrained
  • Use app install ads with target cost-per-install (tCPI), target cost-per-action (tCPA), or app engagement ads with target cost-per-action (tCPA) bidding strategies
Local campaigns
  • Optimizing for store visits
  • Have been active for the last 30 days
  • Have an average daily spend of $500 or more in the last 30 days
  • Have sufficient store visit data in the last 30 days
  • Not optimizing for calls or directions only
  • Not using shared budgets
Video campaigns
  • TrueView for Action or Video Action Campaign format
  • Campaigns should be active, not in a draft or experiment state
  • Use a maximize conversions or target cost-per-action (CPA) bid strategy
  • Have at least 5 conversions and have spent $10 in the last 7 days
  • Have not changed bid strategy within the last 3 days
  • Using daily budgets
  • Not using shared budgets
Ineligible campaigns
  • Have been deleted
  • Have been changed to meet the eligibility requirements, but have been running for less than 10 days with the new settings applied
  • Are in a draft or experiment state
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