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The short answer
When one campaign is capped by its budget and another has money it does not need at a poor cost per conversion, the account does not need a bigger budget. It needs the one it has in the other place. Oppy proposes trimming the expensive campaign, by a small step.
Why it matters
The rule is to reallocate before raising, because raising is the one lever that costs more money. An agency that asks for more spend to fix a problem the account could fix itself is asking the client to pay twice.
Moving money is also easier to judge. A little less on one campaign and the same amount freed for another can be read clearly a month later.
How Oppy decides
The check needs the account's cost per conversion.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Spend |
| What it reads | Campaigns, their settings and their results |
| Needs trustworthy conversions | Yes. It stays silent when the tracking step fails. |
| What happens next | Oppy prepares the new daily budget, with the cap it stays under. Waits for your approval in both modes. |
Check it yourself in Google Ads
- In Google Ads, open Campaigns for the last 30 days, with Cost / conv. and Search lost IS (budget).
- Note the campaigns losing a real share of impressions to budget: those are short of money.
- Note the campaigns losing little to budget and costing clearly more per conversion than the account as a whole.
- Check those have their own budget, not a shared one.
What to do about it
Lower the expensive campaign's daily budget by a small step and raise the capped one by the same amount. Check both after a few weeks.
If the expensive campaign matters for other reasons, such as brand defence or a new launch, note it and leave it.
Terms on this page
Other checks in this area
The checks next to this one in Budgets and pacing, each with its own page.