Spend Concentration Report
Measures how much of your spend rides on the top campaigns, keywords and products — because concentration is fragility, and 'the account converts fine' often means three keywords do.
by Dmytro Tonkikh·chiliad.io
Overview
Spend Concentration Report computes the share of spend taken by the top 3 and top 10 campaigns, the top 10 keywords (of keyword-driven spend), and the top 10 products (of Shopping spend, when present) — with the top 5 entities named in each dimension. High concentration isn't failure, it's fragility: one competitor, one policy hiccup or one demand dip in the top entity moves the whole account. This makes the dependency explicit.
Setup
- 1Open your Google Ads account and go to Tools → Bulk Actions → Scripts.
- 2Click the + button to create a new script and paste the code below.
- 3Set EMAIL_ADDRESS to receive the report; leave blank for logs only.
- 4Preview once to verify, then schedule monthly.
Configuration Variables
| Variable | Default |
|---|---|
DATE_RANGE | LAST_30_DAYS |
EMAIL_ADDRESS | (empty) |
Expected Output
=== CAMPAIGNS - total spend 12480.55 across 24 entities === Top 3: 62% of spend (7738.40) Top 10: 91% of spend (11357.30) 1. Generic — Broad 4102.44 2. PMax — Bestsellers 3105.20 3. Brand — Exact 2210.80 === KEYWORDS (of keyword spend) === Top 10: 48% of spend (3821.10) 1. running shoes 1240.20 2. buy sneakers online 684.15 === PRODUCTS (of Shopping spend) === Top 10: 71% of spend (2210.44) Email sent to you@example.com
Notes
There's no universally 'right' concentration — brand-heavy accounts naturally concentrate. The useful exercise: for each top entity, know the answer to 'what happens to the month if this loses half its volume?' If there's no answer, that's the finding.