Deploy an AI-Powered Bidding and Budget Management System

Set up an automated system where spend is paced, bids adapt in real time, and reporting runs on autopilot.

Who it’s for: In-house marketers and small agencies.

Google Ads

Automated bidding

Meta Ads

Advantage+ budget

GA4

Conversion tracking

G. Sheets

Pacing tracker

Zapier

Alerts & actions

Make.com

Orchestration

Step-by-Step Guide

  1. 1

    Turn On Platform AI Bidding

    In Google Ads, choose a strategy like Maximize Conversions. In Meta Ads, enable Advantage+ Campaign Budget and Placements.

  2. 2

    Wire Up Measurement

    Ensure conversion events in GA4 are clean. Create a Google Sheet to track daily budgets and pacing targets.

  3. 3

    Add Alerts with Zapier

    Create Zaps to send Slack or email alerts when your Google Sheet shows a campaign is approaching its daily budget too quickly.

  4. 4

    Orchestrate with Make.com

    Build scenarios to pull performance data from Google and Meta. If a campaign meets CPA/ROAS targets, automatically increase its budget within set caps.

  5. 5

    Close the Loop with CRM

    Use HubSpot or another CRM to attribute leads to channels. Use lead scoring to weight budgets toward high-quality sources.

Stats

Time Saved: ~60-80%
Cost Breakdown: $0-$50/month

Pro Tips

  • Start with looser targets (e.g., wider tCPA) for the learning phase.
  • Cap any automatic budget increases to avoid runaway spend.
  • Keep 3-5 ad sets per Meta campaign for stable learning.
  • Use GA4 alerts for sudden CPA/ROAS swings.