Compares actual spend against your daily budget settings over 1, 7 and 28 days and alerts by email + Google Sheet when Google overdelivers beyond your thresholds.
by Nils Rooijmans·nilsrooijmans.com/daily-budget-overdelivery-alerts-script
One table of every campaign's bidding strategy with the two flags that matter: Manual CPC campaigns with enough volume for Smart Bidding, and target-based campaigns too data-starved to learn.
Finds the reallocation hiding in plain sight: efficient campaigns losing volume to budget caps, idle budgets that could fund them, and full budgets funding poor CPAs.
Runs campaigns only inside their date windows — Black Friday starts at 00:00 without anyone staying up, sales end exactly on time, weekend campaigns run only on weekends.
Compares yesterday's average CPC per campaign against its 30-day baseline and alerts on spikes — the earliest visible symptom of a new competitor, broad-match drift, or a bid change gone wrong.
Compares actual daily spend against the expected pace based on time of day. Logs over- and under-pacing campaigns and can auto-pause overspenders to protect your budget.
Analyses 30 days of hourly performance data across campaigns and calculates recommended ad schedule bid adjustments. Shows the full breakdown per hour before you choose to apply.
Google is allowed to spend up to 2x your daily budget on any given day. This script keeps that honest: for every campaign not labeled 'noBudgetAlert' it compares anticipated spend (from the daily budget) against actual spend over the last day, 7 days and 28 days, and raises an alert when overdelivery exceeds your thresholds. Alerts are logged to a Google Sheet and emailed to you.
| Variable | Default |
|---|---|
SPREADSHEET_URL | (required) |
EMAIL | (required) |
CAMPAIGNLABEL | noBudgetAlert |
firstRun | true |
dailySpendAlertThreshold | 0.2 |
weeklySpendAlertThreshold | 0.1 |
fourWeeklySpendAlertThreshold | 0.05 |
Rows appended to the alert sheet per overdelivering campaign, plus an email: Campaign X — daily budget 50.00, spend yesterday 68.40 (+37%)
Licensed Apache-2.0 by the author. Lightly updated by Chiliad for the current AdsApp runtime (the original targeted the legacy AdWordsApp API). An MCC version is available from the author.