Budget optimizer
Move budget toward what converts. On your terms.
The optimizer reads conversions and cost across your campaigns, spots where money is working and where it is leaking, and proposes budget moves. You set the rules, you approve the changes, and every recommendation shows the data behind it.
Ask Brigham.aiWhich of BentonvillePest.co’s campaigns should get more budget next week, and which ones are wasting money?Cost per conversion · last 30 days
- Brand search$18
- Emergency serviceYOU$34
- Generic services$61
- Prospecting social$88
- Display retargeting$112
- $20
- One plan, all tools
- You
- Approve every move
- Rules
- Caps, floors, limits
- 1
- Revenue line with SEO
Why it exists
Most ad budgets are set once and left alone.
- Networks
- Google Ads, Meta and other major networks
- Decision
- Yours, every time
- Inputs
- Spend, conversions, revenue
- Engine
- ROI.me, built in
A budget split usually starts as a guess. You give each campaign a round number, launch, and then check in when something looks off. Meanwhile one campaign quietly produces most of your leads while another spends the same amount and produces almost nothing.
The optimizer, built on the ROI.me ad engine inside search.co, watches cost and conversions for every campaign you connect. It compares them on the same terms, flags the gaps, and proposes specific moves: take a set amount from one campaign and give it to another, with the reason written out.
It does not take control of your accounts. Nothing changes until you approve it, and every proposal must fit the rules you write first.
What a shift looks like
Small, steady moves instead of big bets.
Large budget swings make results hard to read and can unsettle campaigns that are still learning. The optimizer prefers modest steps, then checks whether the change held up before suggesting the next one.
Step limits
Cap how far any campaign can move in a single change, as a percent or a dollar amount.
Cool-down periods
Wait a set number of days after a change before the same campaign is touched again.
What it does
An analyst that reads every campaign, every day.
Cost per conversion
See what each conversion actually costs by campaign, ad group and network, side by side.
Budget proposals
Specific moves with amounts, not vague advice. Each one shows the numbers that triggered it.
Guardrails
Daily caps, minimum budgets, protected campaigns and step limits that no proposal can break.
Approval queue
Review, edit or reject each proposal. Approve one at a time or a batch you have checked.
Waste alerts
Get an email or Slack message when a campaign spends without converting for longer than you allow.
Organic context
See whether you already rank for a term organically before you pay more for it.
The approval queue
Every proposal, with its reason attached.
Proposals land in a queue. Each row says what would change, why, and which rule it was checked against. You decide what goes live.
| Campaign | Proposal | Reason | Status |
|---|---|---|---|
| Emergency service | +$15/day | Lowest cost per lead, budget-limited 6 of 7 days | Ready |
| Display retargeting | −$10/day | No conversions in 21 days at current spend | Ready |
| Generic services | −$5/day | Cost per lead 2.1× account average | Needs review |
| Brand search | No change | Protected campaign | Locked |
01
Explained
Every row links to the spend and conversion data behind it, so you can check the logic yourself.
02
Editable
Change the amount before approving. The optimizer learns nothing it should not from a rejected row; it simply skips it.
03
Logged
Approved changes are recorded with who approved them and when, so you can always trace a budget back.
How it works
Connect, set rules, review, approve.
Most accounts are ready within a few minutes of connecting.
- 01
Connect your ad accounts
Link Google Ads, Meta and other major networks you use. Add the search.co pixel or GA4 so conversions are counted consistently.
- 02
Write your rules
Set the total budget, minimums, maximums, protected campaigns and how big a single move can be.
- 03
Review the queue
Proposals arrive with reasons and data. Edit amounts or reject anything that does not fit what you know about the business.
- 04
Approve and watch
Approved moves are applied and tracked. The next proposal for that campaign waits until the results settle.
One snapshot
Every network on the same scoreboard.
Each ad network counts conversions by its own rules, so their dashboards rarely agree.
The optimizer measures every campaign against one conversion source you choose, such as the search.co pixel or GA4. Spend, conversions and cost per conversion then mean the same thing everywhere, so a proposal to move money from one network to another is a fair comparison.
Spend · 30 days
$3,040
↑ +2%
Conversions
71
↑ +14%
Cost / conversion
$42.80
↑ −11%
Spend with no conv.
$690
↑ −9%
Guardrails
Rules the optimizer cannot cross.
You define the boundaries once. Every proposal is checked against them before it reaches your queue.
Budget limits
4 checks- Total monthly budget ceiling
- Minimum daily budget per campaign
- Maximum daily budget per campaign
- Largest single move, in percent or dollars
Protection
3 checks- Lock campaigns you never want touched
- Hold brand terms at a fixed budget
- Pause proposals during promotions or launches
Timing
3 checks- Cool-down days between changes
- Minimum data before a proposal is made
- Approval required for every live change
Change history
A clear record of every budget decision.
The change history shows every approved move on a timeline, with the reason, the person who approved it and what happened to cost per conversion afterward. If a move did not help, you can see that too and roll the budget back.
Ask Brigham
Plain questions about where your money goes.
Brigham reads your campaigns, conversions and organic rankings together, then answers with ranked fixes.
About a quarter of your spend sits in two places that have not produced a lead in three weeks: display retargeting and a broad “pest control” ad group. Your emergency service campaign has the lowest cost per lead and runs out of budget most afternoons. You also already rank #2 organically for “termite inspection Bentonville”, where you are paying for clicks too.
Recommended fixes
Sorted by impact
- 1
Raise the emergency service budget
5 minIt hits its cap before 3 p.m. on most days. A moderate increase inside your step limit is ready to approve.
- 2
Trim display retargeting
5 minNo conversions in 21 days at current spend. Reduce it rather than pause it, so the audience stays warm.
- 3
Test lowering bids on terms you rank for
15 minYou hold #2 organically for termite inspection. Run a two-week test with lower bids and watch total leads.
Will the optimizer change my budgets on its own?
No. It proposes moves and puts them in a queue. Nothing is applied to your ad accounts until you approve it, and every proposal must fit the rules you set.
Do you guarantee better ROAS?
No. Results depend on your offer, market, tracking and many things outside any tool. What the optimizer does is make spend and conversions visible on the same terms and suggest moves you can verify before you approve them.
Which ad networks does it work with?
Google Ads, Meta and other major networks. You can connect more than one, and the optimizer compares them using the same conversion source so the numbers are comparable.
How does it know what counts as a conversion?
You pick the source: the search.co first-party pixel, GA4, or the conversions each network reports. Using one source across networks avoids counting the same sale twice.
Find the budget that is already working.
Connect an ad account, write your rules, and get your first proposals with the data behind each one. Start with a 7-day free trial.
Look at my connected ad accounts and tell me which campaigns are budget-limited and which have spent the most without a conversion.