Spreading budget evenly across campaigns regardless of performance is one of the most common, avoidable inefficiencies in paid search accounts.
Fund What's Already Converting
Campaigns with proven, efficient conversion rates generally deserve incremental budget before untested or underperforming ones.
Reserve Budget for Testing
A small, dedicated testing budget for new keywords, audiences, or ad formats prevents your account from stagnating.
Review Allocation on a Regular Cadence
Performance shifts over time, so a budget split that made sense last quarter may no longer reflect where your best returns are.
Next step: Use the Cohort Tool to see which campaigns are driving customers with genuinely strong long-term value.