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Set your budget

Once you have picked a keyword cluster, Hero Marketer shows a suggested monthly budget. You can accept it or change it. The number you set feeds Google Ads as the daily spend cap, so it directly controls how fast the campaign spends.

How Hero Marketer calculates the suggested budget​

Hero Marketer multiplies expected click volume by the average cost per click for the keywords in your cluster, then scales for typical B2B SaaS conversion patterns. The result is a monthly budget that should produce enough click volume for Google's algorithm to learn within two to four weeks.

The suggestion lands in a sensible default range. It is not a recommendation that fits your specific goals. Override it if you have a target in mind. For the full breakdown, see How budget suggestions are calculated.

When to take the suggested budget​

The suggested budget is a reasonable starting point when:

  • This is a test campaign, not a scale campaign.
  • You do not have a specific CPA or CAC target yet.
  • You want to see what volume the cluster can produce.

For a first campaign, you can usually take the suggestion and learn from the data.

When to override the budget​

Set your own budget when you have a goal the suggestion does not reflect:

  • You have a target CPA. If your max acceptable CPA is $200 and the cluster's average CPC is $5, you need at least 40 clicks to expect one conversion (if the conversion rate is 2.5%). Multiply that click count by however many conversions you want per month.
  • You are capacity constrained. If sales can only handle ten new leads a week, a budget likely to deliver thirty is not useful.
  • You are in a learning phase. Run a smaller budget for two weeks, then scale once you see what converts.
  • You have a winner to scale. When existing data shows a campaign is profitable, increase budget gradually, not all at once. Google's algorithm needs a few days to recalibrate after a significant spend change.

What the budget actually controls​

The number you set is the monthly budget. Google enforces it as a daily spend cap (Google divides the monthly budget by the average number of days in a month, with some flex). On any given day Google may spend up to twice that daily cap when the auction is favorable, but it will not exceed the monthly figure across the month.

Spend is for clicks only. Impressions, the times your ad shows on a results page, are free. You are charged when someone clicks, and you pay Google directly through your Google Ads payment method. Hero Marketer never bills your ad spend.

Change the budget after launch​

You can edit the budget on a live campaign, either on the all campaigns page through Hero AI, or directly in chat. A few things to know:

  • Small changes (under 20%) take effect within a day. Google adjusts pacing and does not restart learning.
  • Large changes (over 20% up or down) reset the learning phase. Performance often dips for a few days while the algorithm recalibrates. Avoid this in the first month.
  • The dashboard reflects the new budget immediately, but Google's reporting can lag by a few hours.

To change a live campaign's budget, ask Hero AI. It shows the new number for confirmation before it applies the change. See Pause or edit a live campaign.

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