Stay ahead of the competition during sale events. Automatically raise your campaign budgets and bids during sales events, and everything resets when the sale event ends

What it does

The Sale Event Optimizer lets you schedule a temporary increase for a specific sales event, so your campaigns stay competitive during high-traffic periods without you watching them by hand.

There are two kinds of rules:

Budget Rules: temporarily increase a campaign's daily budget during the event.
Bid Rules: temporarily increase a campaign's bids during the event.

Optionally, you can apply either rule only to campaigns that are already performing well using a ROAS condition (explained below).

When the event ends, all budgets and bids automatically return to their original values.

How to create an Event Rule

When you create a rule, you'll:

Select a sales event (e.g., Back to School Sale).
Choose the rule type: Budget Rule or Bid Rule.
Set the percentage increase: how much to raise the budget or bid during the event.
(Optional) Add an ROAS condition to limit the increase to campaigns that meet a return target over a recent period.

If you skip the ROAS condition, the increase applies to all the campaigns you selected. If you add one, the increase applies only to campaigns that meet it; all other selected campaigns keep their original budget and bid.

The optional ROAS condition

Use this when you only want to scale spend on campaigns that are already earning their return.

You set:

A ROAS target: the minimum return a campaign must be hitting to qualify.
A lookback period: 3, 7, 14, or 28 days. The campaign's ROAS is measured over this recent window.

A campaign gets the increase only if its ROAS over the lookback period meets or exceeds your ROAS target. Campaigns below the target are left on their original settings for the event.

Budget Rules

A Budget Rule temporarily raises the daily budget of your selected campaigns for the duration of the event.

Example: You create a Budget Rule that raises daily budgets by 20% during the Back to School Sale, applied only to campaigns with a ROAS at or above your target over the last 14 days. During the event, qualifying campaigns get the 20% budget bump; all others keep their original daily budget. When the event ends, budgets revert.

Bid Rules

A Bid Rule temporarily raises the bids of your selected campaigns for the duration of the event.

Example: You create a Bid Rule that raises bids by 15% during the Back to School Sale, applied only to campaigns meeting your ROAS target over the last 14 days. During the event, qualifying campaigns bid 15% higher; all others keep their original bids. When the event ends, bids revert.

Using more than one rule

You can create multiple Event Rules for different events, or for the same event.

Running a Budget Rule and a Bid Rule on the same event stacks them, meaning for a campaign that qualifies for both, the daily budget and the bids both increase for the length of the event.

Example: A 20% Budget Rule plus a 10% Bid Rule on your Back to School campaigns raises eligible campaigns' budgets by 20% and their bids by 10%.

Managing your Event Rules

Go to Ad Manager → Settings → Event Rules. From there you can:

View all your Event Rules and search for a specific one
See each rule's type (Budget or Bid) and its event start and end dates
Edit the budget or bid increase percentage
Configure or update the ROAS condition
Enable or disable a rule

Note: Edits take effect immediately, including for a rule that's already running; the new percentage applies to the rest of the event. When the event ends, every increase reverts to the original value automatically.

Frequently Asked Questions

Do I have to turn anything off when the event ends?

No. Increases revert to your original budgets and bids automatically.

What happens to campaigns that don't meet my ROAS target?

They run the event on their original budget and bid; they're simply not increased.

Can I change a rule while the event is live?

Yes. Edits apply immediately for the remainder of the event.

Which ad types does this cover?

Product Ads and Brand Ads

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