skill-042-budget-limited-campaign-identification

Skill 042: Budget-Limited Campaign Identification

Purpose

Budget-limited campaigns leave conversions and revenue on the table. This skill identifies campaigns with active budget constraints, quantifies lost impression share and estimated missed conversions, and finds reallocation opportunities from underperforming campaigns.

Data Requirements

Data Source: Custom GAQL Required

The standard export does not include impression share metrics or campaign primary status.

Standard Data:

• data/account/campaigns/*/campaign.md - Campaign settings, budget, bidding
• data/performance/campaigns/*/campaign_metrics_30_days.md - Spend, conversions

GAQL Query:

SELECT
  campaign.id,
  campaign.name,
  campaign.status,
  campaign_budget.amount_micros,
  campaign_budget.explicitly_shared,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value,
  metrics.search_impression_share,
  metrics.search_budget_lost_impression_share,
  metrics.search_rank_lost_impression_share,
  campaign.primary_status,
  campaign.primary_status_reasons
FROM campaign
WHERE campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS

Run via /google-ads:get-custom with query name budget_limited_campaigns.

Analysis Steps

1. Identify budget-limited campaigns: Check for primary status = "LIMITED", Budget Lost IS% > 0%, or daily spend consistently at budget.

2. Quantify budget impact: Calculate lost impressions, estimate lost conversions (Lost Impressions * CTR * Conv Rate), estimate lost revenue.

3. Assess campaign performance: Determine if CPA/ROAS is within target and if budget increase is warranted.

4. Find reallocation sources: Identify underperforming campaigns not spending full budget, poor CPA/ROAS, or low conversion volume.

5. Calculate budget recommendations: Determine recommended daily budget, expected additional conversions, and projected efficiency at new budget.

Thresholds

Condition	Severity
Budget Lost IS >20% + CPA below target	Critical
Spending 100% budget + strong ROAS	Critical
Budget Lost IS >20% + CPA at/above target	High
Shared budget limiting multiple campaigns	High
Budget Lost IS 10-20%	Warning
Budget Lost IS 5-10%	Info