How to Use Google Ads Performance Planner in 2026 + AI Forecasting Update

In 2026, Google Ads remains one of the most competitive PPC channels available. Costs continue to rise across many industries, AI Overviews are changing how users interact with search results, and Performance Max campaigns have become a central part of many advertising strategies. As a result, forecasting future campaign performance is more important than ever.

Google Ads Performance Planner helps advertisers estimate future results based on historical campaign data, machine learning models, and projected budget scenarios. Whether you manage campaigns for a local business or multiple enterprise accounts, the tool can help you make more informed decisions before allocating additional budget.

This guide explains how Google Ads Performance Planner works, which campaign types are eligible, what’s changed with AI-powered forecasting, and how to use the tool effectively in 2026.

What Is Google Ads Performance Planner?

Google Ads Performance Planner is a free forecasting tool inside Google Ads that predicts how changes to budgets, bids, and campaign settings may affect future performance before those changes are implemented.

Performance Planner analyzes historical campaign performance and simulates future auction behavior using Google’s machine learning systems. The tool evaluates factors such as:

• Search demand
• Seasonality
• Competition levels
• Historical campaign performance
• Bid strategies
• Budget allocations
• Conversion data

According to Google, Performance Planner uses historical auction data and machine learning models to forecast future outcomes and recommend optimizations that align with specific business goals.

Unlike manual forecasting spreadsheets, Performance Planner continuously incorporates data from Google’s advertising ecosystem, making it one of the most reliable forecasting tools available to advertisers.
As of 2026, the platform supports forecasting for:

• Search campaigns
• Shopping campaigns
• Display campaigns
• Video Action campaigns
• Performance Max campaigns
• Demand Gen campaigns

The addition of Performance Max and Demand Gen support significantly expands the planner’s usefulness for modern advertisers who rely heavily on AI-driven campaign types.

Which Campaign Types Are Eligible for Performance Planner in 2026?

Not every campaign automatically qualifies for Performance Planner. Google requires campaigns to meet specific eligibility requirements before forecasts can be generated. Campaigns typically need sufficient historical performance data, consistent spending activity, and active conversion tracking.

The following table provides a general overview of campaign eligibility in 2026.

Campaign Type	Eligible in 2026?	Minimum Requirement	2026 Notes
Search	Yes	Sufficient historical performance data	Most commonly supported campaign type
Shopping	Yes	Active campaign with conversion tracking	Frequently used by eCommerce advertisers
Display	Yes	Meets Google’s historical data thresholds	Forecast accuracy varies by audience size
Video Action	Yes	Conversion tracking enabled	Supported for lead generation forecasting
Performance Max	Yes	Sufficient conversion history	Uses AI-driven forecasting models and audience signals
Demand Gen	Yes	Campaign history and performance data available	Supported in newer Performance Planner forecasts
App Campaigns	Limited	Eligibility varies by account and campaign history	Not available in all forecasting scenarios

Keep in mind that eligibility can vary depending on campaign activity, conversion tracking quality, and account history. If a campaign does not appear in Performance Planner, Google usually provides information explaining why it is currently ineligible.

Before Using Performance Planner

Before running forecasts, it is important to ensure your account is properly prepared. Even the best forecasting model can only work with the data available to it.
The following practices can improve forecast quality and help you make better planning decisions.

Stay Current with Paid Search Trends

The PPC landscape looks very different from what it did a few years ago. AI Overviews are changing click behavior, keyword targeting continues to evolve, and audience signals now play a larger role in campaign performance. At the same time, competition has increased across many industries, leading to higher CPCs and tighter margins. Advertisers who understand current search behavior generally get more value from Performance Planner because they can better interpret forecast recommendations within the broader market context.

Continue Investing in SEO

Paid search and organic search remain closely connected. Strong organic visibility often improves brand recognition, which can increase paid search click-through rates and conversion performance. Likewise, SEO data frequently reveals keyword opportunities that can improve PPC campaign targeting. Forecasts become more valuable when they are considered alongside a broader search marketing strategy rather than in isolation.

Optimize Landing Pages and User Experience

Performance Planner can estimate future traffic and conversions, but landing page quality still plays a major role in actual results.

Before increasing budgets, evaluate:

• Core Web Vitals performance
• Mobile usability
• Conversion tracking accuracy
• Page load speed
• Form completion rates
• User experience

A faster, more relevant landing page often improves conversion rates without requiring additional ad spend. Following proven landing page optimization best practices can improve both Quality Score and conversion performance, making your forecasts more achievable.

8-Point Pre-Flight Checklist Before Running Performance Planner

Before creating a forecast, verify the following:

1. Conversion tracking is functioning correctly.
2. Campaigns have sufficient historical data.
3. Similar campaign goals are grouped together.
4. Geographic targeting settings are finalized.
5. Bid strategies are configured properly.
6. Seasonality adjustments are applied if necessary.
7. Campaign budgets are not artificially constrained.
8. A target KPI has been defined before forecasting.

Completing these steps improves forecast quality and reduces the likelihood of making decisions based on incomplete or inaccurate data.

How to Use Performance Planner: Step-by-Step

Google has updated its interface several times over the last few years, so older tutorials may no longer match the current navigation.
The following process reflects the current Google Ads experience in 2026.

Step 1: Access Performance Planner

To access the tool:

1. Sign in to Google Ads.
2. Click the Tools icon.
3. Navigate to Planning.
4. Select Performance Planner.

Google occasionally updates interface layouts, but the tool remains accessible through the Planning section of Google Ads.

Step 2: Create a Plan

After opening Performance Planner:

1. Select Create a Plan.
2. Choose the campaigns you want to include.
3. Group campaigns with similar objectives.

For example, campaigns focused on lead generation should generally be planned together, while campaigns focused on ecommerce revenue may be grouped separately.
Performance Max campaigns can also be included, although their forecasting behavior differs from traditional keyword-based Search campaigns because they rely more heavily on audience signals and automated optimization.

Step 3: Select Dates and Metrics

Next, choose the forecast period and primary performance metrics.
Common metrics include:

• Clicks
• Conversions
• Conversion Value
• Revenue
• ROAS-related goals

Many advertisers focus on conversions or conversion value because these metrics align most closely with business outcomes.

If you’re unsure which metrics deserve the most attention, review the PPC KPIs to track in 2026 to align your forecasts with the business outcomes that matter most.

Step 4: Review Forecasts and AI Recommendations

After creating a plan, Performance Planner generates forecast scenarios based on your selected campaigns and objectives.
The forecast graph typically displays:

• Current projected performance based on existing settings
• Projected performance after proposed changes
• Estimated costs
• Estimated conversions
• Estimated conversion value

In recent versions of Google Ads, the Improve Plan feature has become significantly more sophisticated. Instead of only suggesting bid adjustments, Google’s AI can recommend:

• Budget reallocations across campaigns
• Changes to smart bidding strategies
• Increased investment in higher-performing campaigns
• Adjustments that improve projected ROAS
• Opportunities to capture additional conversion volume

For advertisers managing multiple campaign types, these recommendations can reveal budget inefficiencies that are difficult to identify manually. Remember that recommendations are forecasts, not guarantees. They should support decision-making rather than replace it.

Step 5: Apply Changes

Once you are satisfied with the forecast, you can implement changes in one of two ways.

Option 1: Apply Changes Directly in Google Ads

For many campaign types, Google now allows advertisers to apply Performance Planner recommendations directly within the platform.
This is typically the fastest option for accounts using modern smart bidding strategies.

Option 2: Export and Use Google Ads Editor

You may also export recommendations as a CSV file and import them into Google Ads Editor.
This workflow remains useful for:

• Large accounts
• Multi-user environments
• Agency workflows
• Bulk editing processes

Regardless of the implementation method, always review suggested changes before publishing them to live campaigns.

How AI Has Changed Performance Planner in 2025–2026

One of the biggest developments in Google Ads during the past few years has been the expansion of AI-powered forecasting and automation.
Performance Planner is no exception.
Google’s forecasting systems now leverage more advanced machine learning models than the original versions of the tool. These models evaluate larger datasets and incorporate additional signals when generating projections. Several important changes have improved the platform.

AI-Powered Demand Forecasting

Google’s forecasting models now do a better job of estimating future search demand.
Rather than relying heavily on historical averages, the system can detect shifts in behavior, seasonal patterns, and demand trends more effectively.
This helps advertisers prepare for:

• Seasonal sales periods
• Industry-specific demand spikes
• Promotional campaigns
• Emerging search trends

Better Performance Max Integration

Performance Max campaigns have become a major component of many Google Ads accounts.
Unlike traditional Search campaigns, Performance Max relies on:

• Audience signals
• Creative assets
• Machine learning
• Cross-channel delivery

Because of this complexity, forecasting PMax performance was initially limited.
Today’s Performance Planner provides much stronger support for Performance Max campaigns and can generate more realistic budget recommendations based on asset performance and audience data.

Smarter Budget Allocation Suggestions

Earlier versions of Performance Planner primarily focused on bid adjustments. Modern versions increasingly recommend budget redistribution strategies.
For example, the planner may identify situations where:

• One campaign has reached diminishing returns
• Another campaign still has room for profitable growth
• Reallocating spend could improve overall account performance

This helps advertisers make more efficient budgeting decisions without manually analyzing every campaign.

Improved Seasonality Modeling

Seasonality has always been one of the biggest forecasting challenges in PPC. Google’s newer forecasting systems do a better job of incorporating:

• Holiday periods
• Promotional events
• Historical demand patterns
• Industry-specific trends

Advertisers can further improve forecast accuracy by using Google’s seasonality adjustment tools when significant short-term changes are expected.

AI Still Has Limitations

Despite these improvements, AI forecasting remains imperfect. Forecasts can still be affected by:

• Competitor budget changes
• Market disruptions
• Economic conditions
• Industry shifts
• Sudden changes in consumer behavior
• AI Overview impacts on search traffic

The larger the budget increase, the greater the uncertainty becomes.
For this reason, forecasts should be treated as directional guidance rather than guaranteed outcomes.

Conclusion

Google Ads Performance Planner has evolved significantly and remains one of the most valuable forecasting tools available to advertisers in 2026. With support for Performance Max campaigns, Demand Gen campaigns, AI-powered forecasting, and advanced budgeting recommendations, the platform helps advertisers make more informed decisions before allocating additional spend.

While forecasts should never be treated as guarantees, they provide valuable guidance when supported by accurate conversion tracking, clear campaign goals, and realistic planning assumptions. Combined with modern smart bidding strategies and strong landing page experiences, Performance Planner can help businesses improve efficiency, control costs, and uncover new growth opportunities.

If you need help forecasting campaign growth, optimizing Google Ads performance, or building a comprehensive PPC strategy, don’t hesitate to contact Digital Dot. Our team can help you turn forecasting insights into measurable business results.