Google Ads tests new promo-focused budget tools

Google is piloting a new “Sales & Promotions Feature Bundle with Flighted Budgets” in Google Ads, designed to help advertisers push harder during short-term promos without wasting spend.

What’s new

• Campaign Total Budgets: Fix a set spend across 3-90 days.
• Promotion Mode: Accelerates spend for 3-14 days, prioritizing volume over strict efficiency.
• Cross-campaign support: Works with Performance Max, Search, and Shopping – including tROAS and tCPA bidding strategies.

Why we care. This update gives more control over spend pacing and volume during promotions, something current Google Ads tools can’t fully deliver. Instead of just telling Smart Bidding that conversion rates will spike, the feature bundle actively reallocates budget to hit promo goals – whether for flash sales, holiday weekends, or ticket launches. In short, it helps advertisers spend faster, scale smarter, and maximize returns when timing matters most.

How it’s different. Instead of just adjusting for expected conversion rate shifts, the bundle uses sale dates, promo assets, and explicit ROAS tradeoffs to give Google Ads stronger signals for promotion periods.

Best fits

• Flash sales
• Holiday weekends and seasonal promotions
• Ticket launches, travel deals, and other time-sensitive offers

What’s next. Advertisers running Q4 promos could see major upside if they test this tool early. The big shift will be deciding when to prioritize scale over efficiency – a tradeoff this feature makes more explicit than ever.

First seen. This alpha release was noted by Yash Mandlesha, co-founder of Mediagram, on LinkedIn.