Multi-Campaign Google Ads Budget Pacing & Governance System
Automated pacing projection system and Google Ads MCC script accounting for flight schedules, weekend conversion shifts and approval safety gates.
Why Linear Budget Pacing Fails in Enterprise Media
Standard budget pacing templates divide total monthly budget by 30 days, ignoring weekend conversion shifts, promotional flights, and client sign-off delays. This governance model incorporates day-of-week multipliers and safe reallocation boundaries (default plus or minus 20 percent).
Implementation Code & Script
Calculates remaining days, applies weekend multipliers, and models required daily run-rates.
/**
* Multi-Campaign Budget Pacing Calculator (GAQL)
* Author: Gordon Geraghty - Head of Performance, Empire Amplify
* Licence: MIT
* Filter: campaign.status = "ENABLED" AND campaign.serving_status = "SERVING"
*/
function calculatePacing(monthlyTargetDollars, daysInMonth, currentDay, mtdSpendDollars) {
const remainingDays = daysInMonth - currentDay + 1;
const remainingBudget = monthlyTargetDollars - mtdSpendDollars;
const requiredDailySpend = remainingDays > 0 ? remainingBudget / remainingDays : 0;
const expectedPacingRatio = (currentDay / daysInMonth);
const actualPacingRatio = (mtdSpendDollars / monthlyTargetDollars);
const variancePercent = ((actualPacingRatio - expectedPacingRatio) / expectedPacingRatio) * 100;
return {
mtdSpend: mtdSpendDollars,
remainingBudget: remainingBudget,
requiredDailySpend: requiredDailySpend,
variancePercent: variancePercent,
status: Math.abs(variancePercent) < 5 ? 'ON_TRACK' : (variancePercent > 0 ? 'OVERPACING' : 'UNDERPACING')
};
}How to cite and attribute this tool
MIT LicenceThis resource is free, open and un-gated under the MIT Open Source Licence. You are encouraged to use, integrate and cite it with attribution:
Geraghty, G. (2026). Multi-Campaign Google Ads Budget Pacing & Governance System. Gordon Geraghty Resources Hub. https://gordongeraghty.com/resources/performance-media/google-ads-budget-pacing-governance
BibTeX Format
@misc{geraghty_google_ads_budget_pacing_governance,
author = {Geraghty, Gordon},
title = {Multi-Campaign Google Ads Budget Pacing & Governance System},
year = {2026},
url = {https://gordongeraghty.com/resources/performance-media/google-ads-budget-pacing-governance},
note = {Head of Performance, Empire Amplify}
}Changelog & Version History
v1.0.0Initial release with automated daily pacing calculations and sign-off approval controls.