{"id":9378,"date":"2026-11-02T09:29:06","date_gmt":"2026-11-02T06:29:06","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=9378"},"modified":"2026-11-02T09:29:06","modified_gmt":"2026-11-02T06:29:06","slug":"google-ads-shared-budget","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/google-ads-shared-budget\/","title":{"rendered":"Google Ads shared budget: when to combine campaigns"},"content":{"rendered":"
In short:<\/strong> a shared budget is one average daily budget across several campaigns in the account. Use it when the goal is the same and the cost per lead is close. If one campaign’s leads cost much more, keep separate budgets. Unused money moves to the campaign that is limited by budget.<\/div>\n\n\n

A shared budget in Google Ads is one average daily budget used by several campaigns in the same account. It fits when those campaigns chase the same goal and a lead costs about the same. Money a quiet campaign does not spend moves to a campaign that is limited by budget. If the cost per lead differs sharply between campaigns, I leave the budgets separate. Google does not pick the campaign with the cheaper lead.<\/p>\n\n\n\n

The status «Limited by budget» is covered in the piece on a campaign limited by budget<\/a>. This page is only the decision to combine campaigns or not. Google’s own description is on the page about shared budgets<\/a>.<\/p>\n\n\n\n

When to put campaigns on one budget<\/h2>\n\n\n\n

Google recommends a shared budget together with a portfolio bid strategy for campaigns that share the same goals. You can link a portfolio bid strategy to a shared budget in some accounts, not in every account.<\/p>\n\n\n\n

Google says its internal global data, from January 2024 through March 2025, show that customers who used shared budgets and portfolio bid strategies on Search campaigns had 13% more conversions on average. It is not a promise for your account, and it does not apply outside that pairing on Search.<\/p>\n\n\n\n

Here is the example from the help page. You set aside $100 USD per day, split evenly between two campaigns. On one day the first campaign spends only $40 USD. The shared budget can move the leftover $10 USD to the second campaign if that campaign can reach enough traffic.<\/p>\n\n\n\n

A plumber who runs emergency calls in one campaign and water heater installs in another should not share a budget when those jobs are worth very different amounts. I keep separate budgets whenever the cost per lead differs. The help page sends unused money to the campaign that is limited by budget, not to the one with the cheaper lead. A different cost per lead is a different goal.<\/p>\n\n\n\n

Situation<\/th>What to do<\/th>Why<\/th><\/tr><\/thead>
Several Search, Shopping, Display, or Video campaigns with the same goal and a similar cost per lead<\/td>You can put them on one shared budget. If the account allows it, link a portfolio bid strategy<\/td>Unused money moves to campaigns that are limited by budget, and the goal stays the same<\/td><\/tr>
Campaigns with a different cost per lead<\/td>Keep an average daily budget on each campaign<\/td>The shared amount does not choose the cheaper lead. Money goes where a campaign is limited by budget<\/td><\/tr>
A campaign in an experiment, an App campaign, a Hotel campaign with a Commission bid strategy, Performance Max, or Smart Shopping<\/td>Do not assign a shared budget. It is not available for these<\/td>The help page blocks these types. It is also unavailable for campaign types other than Search, Shopping, Display, and Video<\/td><\/tr>
You need one sum for the whole run of a single promotion<\/td>Use a campaign total budget, not a shared budget<\/td>A total budget is spent evenly over one campaign and is not compatible with a shared budget<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

How to create a shared budget<\/h2>\n\n\n\n

The path in the account matches the help page on how to manage a shared budget<\/a>.<\/p>\n\n\n\n

    \n\n
  1. In your Google Ads account, click the Tools icon.<\/li>\n\n\n
  2. Click the Budgets and bidding drop down in the section menu, then click Shared budgets.<\/li>\n\n\n
  3. Click the plus button, name the shared budget, and set the amount. Adding campaigns here is optional. Click Save.<\/li>\n\n\n
  4. To add campaigns later, open that budget from Shared budgets, click the plus button, check the campaigns, and click Save.<\/li>\n\n\n
  5. Check the amount in the Shared library right away. When you add a campaign, that campaign’s budget is added to the shared amount. If you had already typed the figure you want to spend, the pool is now larger than your plan.<\/li>\n\n<\/ol>\n\n\n\n

    A shared budget is an average daily budget, so the figure you type is not a hard cap for today. For most campaigns, spend on any day will not pass two times the average daily budget. In any month it will not pass the average daily budget multiplied by 30.4.<\/p>\n\n\n\n

    Mistakes owners make<\/h2>\n\n\n\n

    The first mistake is the amount. You type the figure you are willing to spend, then add campaigns that are already running, and you miss that their old budgets were added on top.<\/p>\n\n\n\n

    The second mistake is mixing campaigns with a different cost per lead. The shared budget feeds the one that is limited by budget. The cheaper lead is not the priority, so separate budgets are the cleaner choice.<\/p>\n\n\n\n

    The third mistake is switching in the middle of the day to stop spend. Delivery starts from the moment you switch, as though the campaigns have spent $0 so far that day. The help page’s example uses four campaigns at $6 each. By 3 p.m. each has spent its $6. At 4 p.m. you create a shared budget of $24. That shared budget starts from $0, as if the $6 campaigns had not already served.<\/p>\n\n\n\n

    To take a campaign off the shared budget, open its Settings page, click Budget, and select Individual campaign budget, then Save. The block is labeled «Set your average daily budget for this campaign’s shared budget». Repeat this for each campaign on that budget. You can remove the shared budget from the list only when no campaign is using it, because every campaign has to have a budget. Then check the box, click Edit on the blue bar, and select Remove.<\/p>\n\n\n\n

    If the campaign is still limited by budget after it has its own budget, look at how many impressions the budget is costing you. That is covered in the piece on search lost impression share due to budget<\/a>.<\/p>\n\n\n\n

    When this does not apply<\/h2>\n\n\n\n

    Shared budgets are only available on Search, Shopping, Display, and Video campaigns. They are not available on other campaigns. They are not compatible with campaigns that are part of an experiment, such as App campaigns, Hotel campaigns with a Commission bid strategy, Performance Max campaigns, and Smart Shopping campaigns.<\/p>\n\n\n\n

    A campaign that uses a campaign total budget cannot use a shared budget. The total amount is spent evenly over the life of that one campaign. For a promotion with a start date and an end date, read the piece on campaign total budget<\/a> instead of this setup.<\/p>\n\n\n\n

    It does not work as a way to stop today’s spend. A switch in the middle of the day starts delivery again as though spend for the day were $0. It also does not fit campaigns that do not share the same goal.<\/p>\n\n\n\n

    Questions and answers<\/h2>\n\n\n\n

    Does the amount grow when I add a campaign?<\/h3>\n\n\n\n

    Yes. The campaign’s budget is added to the shared amount. After you add it, open the Shared library and set the figure you are actually willing to spend per day on average.<\/p>\n\n\n\n

    Can I put Performance Max on a shared budget?<\/h3>\n\n\n\n

    No. Performance Max is not compatible with a shared budget. The same is true for App campaigns, Hotel campaigns with a Commission bid strategy, Smart Shopping, campaigns in an experiment, and any campaign that uses a campaign total budget.<\/p>\n\n\n\n

    How is this different from a campaign total budget?<\/h3>\n\n\n\n

    A shared budget is an average daily budget across several campaigns, and it keeps running until you change it. A campaign total budget is one sum for the whole run of a single campaign. The two cannot be used together.<\/p>\n\n\n\n

    The step-by-step version of setting this up with the rest of the account is in my book on Google Ads for business owners.<\/p>\n\n\n\n\n\n","protected":false},"excerpt":{"rendered":"

    A shared budget is one average daily budget for campaigns with the same goal. See when it helps and the mistake that raises the amount.<\/p>\n","protected":false},"author":0,"featured_media":9380,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[152],"tags":[],"class_list":["post-9378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-setup","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"yoast_head":"\nShared Budgets in Google Ads: When They Help or Hurt<\/title>\n<meta name=\"description\" content=\"A shared budget is one average daily budget for campaigns with the same goal. 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