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google-ads-budget-portfolio-reallocation

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Use this skill when deciding where to shift ad budget across an existing account — some campaigns capped by budget, others past their efficient point, or a seasonal peak coming up. Produces a reallocation plan sized to a total spend envelope instead of an even split. Triggers: budget optimization, budget pacing, impression share lost to budget, shared budgets, seasonal budget planning, where to cut spend.

skills/john-williams/google-ads-budget-portfolio-reallocation/SKILL.md

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Oct 20, 2026
License
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# Portfolio-Style Budget Reallocation Across Campaigns

Applies to an account with enough live history to compare campaigns against each
other, not to a brand-new build with no data yet.

## The play

1. Model the account as one budget envelope, not a set of independent silos. The
   question isn't "does this campaign deserve more budget" in isolation — it's
   "given a fixed total, which campaign returns more for the next dollar."
2. Read impression share lost to budget as the primary signal for underfunded
   campaigns — it directly shows demand the account is missing because the budget
   cap, not the auction, is the limit. Pair it with each campaign's marginal
   cost-per-conversion at current spend, not just its average, since averages hide
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