More and more I'm finding #GoogleAds Shared Budgets to be an absolute pain in the arse... to the point where I'm abandoning them for a lot of accounts these days.

Allow me to explain...

Shared Budgets make it harder to optimise your campaigns - it becomes harder to prioritise better performing campaigns over worse performers.

This is obviously bad for overall performance.

Suppose Campaign A is smashing it, while Campaign B is… not smashing it.

Your shared budget treats these *equally*.

If Campaign B gets a load of clicks early doors, this will come at the expense of Campaign A.

You might miss out on impressions during your peak times, which is bad news, especially if you have KPIs based on conversions (which most of us do)

If you want to use Shared Budgets, these should be tiered by performance. Give your strong performers their own ring-fenced budget that your poorer performers cannot cannibalise.

This approach even works with accounts with loads of campaigns, if you use intuitive labelling.

If you have a shared budget and are seeing "Limited By Budget" displayed... don't be surprised if your performance is suffering as a result.

Try giving each its own budget - a budget that gives it a fair chance of performing. This can really transform performance.

More and more I'm finding the dreaded "Limited By Budget" to be a bodyblow for any campaign.

But rather than tightly controlling spend through limited shared budgets, try regulating spend through your bids instead and see what happens.

If you reached end of this thread, your reward is Iggy learning how to use a Google Nest.