Product Updates
Introducing AI Budget Allocator 2.0: Smarter Cross-Channel Spending
Our latest release brings real-time budget reallocation across Google, Meta, and OTA campaigns — driven by reinforcement learning that adapts every 15 minutes.
Why we rebuilt the Budget Allocator
The first version of Budget Allocator helped thousands of advertisers move spend from underperforming campaigns to winners. But we kept hearing the same request: "I need it to move faster, and I need it to consider my whole mix — not just one platform."
Budget Allocator 2.0 is our answer. It uses reinforcement learning trained on 50,000+ anonymized account histories to reallocate budget across Google Ads, Meta Ads, and OTA campaigns every 15 minutes. No more waiting for end-of-day reports to shift spend.
What’s new
Real-time reallocation: Budget shifts as performance signals change, not on a fixed schedule.
Cross-channel rules: Set guardrails (e.g. "never drop Meta below 30%") and let the AI optimize within them.
Transparency: Every reallocation is logged with a short reason, so you can audit and override when needed.
OTA-aware: For travel advertisers, the allocator now factors in occupancy, seasonality, and OTA-specific KPIs so OTA spend isn’t treated like generic paid search.
How to try it
Budget Allocator 2.0 is available on all plans. If you already use Budget Allocator, you’ll see a one-click upgrade in the dashboard. New users can enable it from the Automation Studio or during onboarding.
We’ll share deeper benchmarks and configuration tips in a follow-up post. For now, head to your dashboard and turn it on — your cross-channel mix will thank you.