Effective March 9, 2026, Performance Planner no longer supports planning for Display and Video campaigns, or plans that involve metrics based on impression share.
As a result, you can no longer view or edit:
- Plans for Video or Display campaigns.
- Plans that use impression share, top impression share, or absolute top impression share as the primary metric.
Performance Planner is a tool that lets you create plans for your advertising spend and assess how changes to campaigns might affect key metrics and overall performance.
On this page
Uses of Performance Planner
Using Performance Planner, you can:
- Access forecastsfor your campaigns.
- Explore outcomesby adjusting campaign settings.
- Understand opportunitiesin seasonal periods.
- Manage budgetsacross accounts and campaigns.
Benefits
- Review your campaigns projected monthly and quarterly performance.
- Get suggestions that can help your campaigns perform better for the same spend.
- Find out how your spend and performance goals are affected if you change your campaign settings.
- Choose the specific conversion goal that you want to create a forecast for.
How it works
To give you the most accurate forecasts possible, Performance Planner takes into account billions of search queries, usually updated every 24 hours. Performance Planner simulates relevant ad auctions over the last 7-10 days, including variables like seasonality, competitor activity, and landing page.
After running simulations and collecting data, the accuracy of Performance Planner forecasts are measured by running campaigns against their eventual performance and Google AI is used to fine-tune your forecasts.
To help optimize your budget and improve overall results, Performance Planner may propose a budget of $0 USD for some campaigns or portfolios. When this happens, it's because the planner has identified that these campaigns aren’t contributing to the most efficient spend distribution, and it may advise pausing them.
Forecast conversions are based on the conversion types in the “Conversions” column of your Google Ads performance reports or the conversion goal you choose when creating a new forecast. Learn more about Account, campaign, and ad group performance .
Performance Planner includes conversion delay estimates for Search and Performance Max impact estimates. Conversion delay occurs when people click on an ad and then take some time to complete a conversion action. The estimates help you make more informed decisions about bidding strategies, budgets, and return on advertising spend (ROAS) by providing more accurate traffic and conversion projections. Conversion estimates reflect conversions expected within your conversion window.
Performance Planner can support up to 10,000 campaigns per plan and is also available for manager accounts .
Requirements
Refer to the tables below to find out if your campaigns are eligible to use Performance Planner.
Search campaigns, Shopping campaigns (Standard) and Performance Max campaigns
- Greater than 0 spend in the last 17 days.
- All campaigns in the portfolio must be linked to a shared budget that includes every campaign utilizing that portfolio bid strategy.
Demand Gen campaigns
- tCPA/Max Conversions/Max Clicks
- Have received at least 14 impressions in the past 7 days.
- Campaigns should not be part of an experiment.
- Campaigns should not be connected with a product feed.
- Campaigns should not be flighted campaigns.
- Campaigns should not have a mixed bidding strategy
- If you’re using tCPA / Max Conversions / tROAS / Max Conversion Value you cannot plan for Clicks as your ‘Key Metric’.
- If you’re using Max Clicks you cannot plan for Conversions or Conversion Value as your ‘Key Metric’.
- tROAS/Max Conversion Value
- At least 5 or more conversions in the past 7 days.
App campaigns
- Have not changed bid strategies in the last 10 days.
- Use app install ads with target cost-per-install (tCPI), target cost-per-action (tCPA), or app engagement ads with target cost-per-action (tCPA) bidding strategies.
Ineligible campaigns
Depending on the settings or state of a campaign, it may be ineligible to use Performance Planner. If any of the following apply to your campaign, it's ineligible to use Performance Planner:
- Campaigns that have changed bid strategies in the last 10 days.
- Campaigns in the portfolio are not linked to a shared budget that includes every campaign utilizing that portfolio bid strategy.
- Campaigns that are part of an experiment.
