Shared Budgets In Google Ads campaign 
                     Shared Budgets In Google Ads
What Is It and How It Works
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The key benefits of setting up shared budget
• Aligns well with goals: This type of budget ensures that each 
campaign gets the funds needed for achieving shared objectives. 
• Offers better flexibility: Ad demands and campaign performances 
fluctuate throughout the seasons and even throughout the day.
• Facilitates efficient time management: Shared budgets minimize 
the requirement of frequently adjusting total budgets manually across 
single campaigns, which makes it easier to manage the PPC strategy.  
• Facilitates effective budget allocation: Rather than having 
separate daily budgets for each campaign, shared budgets in Google 
Ads facilitate fund for shifting towards high-performing campaigns that 
help in avoiding overspending on the low performance campaigns. 
Challenges faced by advertisers
• Risk of overspending: When one of the campaigns are performing well, 
shared budgets can quickly allocate the entire budget amount towards it.
• Risk of underperforming: If the campaigns are not performing well, 
advertisers can end up wasting some more amount of the budget.
• Little to no control on the budget: With shared budgets, advertisers 
have to depend only on Googe Ads based on the performance. 
Shared budget management best practices
• Alert setting: Google Ads allow setting customer alerts.
• Align with PPC goal: Marketers have to ensure that the shared 
budgets strategies align with the broader PPC goals.
• Data powered budget adjustment: Begin with a conservative 
shared budget and adjust it overtime based on the data of actual 
performance. 
• Regular monitoring: Monitor the individual campaign performance 
for ensuring that the shared budgets are being well allocated.
Example of shared budgets in Google Ads
• New product launch
• Local campaign with common targets 
• Seasonal campaigns 
Steps to set up shared budgets in Google Ads
• Move to shared library option that is located in left side menu.
• Budgets and click in the blue ‘+’ icon for initiating a new shared 
budget. 
• Select campaigns that you intend to include in the shared budgets in 
Google Ads. 
• Define the budget amount, just like any individual campaign. 
When to use shared budgets
• When you need account level flexible thoughts.
• When you need to segmentize budget based on the segments.
• When you are combining portfolio bidding with shared budgets. 
Thank You!