Feature: budget reallocation
Budget reallocation: money moved to what returns
Budget reallocation in Kortex means finding money spent on ad sets and campaigns that return less than your account, and proposing a bounded change that moves it toward the ones that return more.
What is ad budget reallocation?
It is moving spend from the parts of an ad account that return least to the parts that return most.
Every account has a few campaigns or ad sets carrying it and a few quietly spending without much to show. Reallocation shifts the balance. Done by hand, it usually happens once a week at best. Kortex checks daily, so the shift can happen in small steps as the numbers change.
How does Kortex decide where budget should go?
It compares each ad set and campaign with your account's own ROAS and ranks problems by the money at risk.
A tiny ad set with a terrible ratio matters less than a large one slipping slowly, so Kortex ranks findings by how much money is involved, not by the worst number. It looks for two patterns:
- Money going where it should not: spend shifting toward ads whose ROAS is falling.
- Winners held back: ads beating your account's ROAS while a budget cap holds them flat and weaker ones spend more.
What does a budget proposal look like?
It says what Kortex saw, what it wants to change, and the numbers before and after.
- What Kortex saw
- ₹18,400 spent in two days at 0.9 ROAS, against 2.8 for the rest of the account
- Proposed change
- Halve the daily budget
- Daily budget now
- ₹9,000
- After the change
- ₹4,500
| Item | Prospecting, broad |
|---|---|
| What Kortex saw | ₹18,400 spent in two days at 0.9 ROAS, against 2.8 for the rest of the account |
| Proposed change | Halve the daily budget |
| Daily budget now | ₹9,000 |
| After the change | ₹4,500 |
You approve or skip it. If nobody acts, the proposal expires.
How big can a single budget change be?
A single change can at most double or halve a budget.
Large jumps can unsettle delivery and are hard to judge afterwards, so Kortex moves in bounded steps. An ad set it has just changed is left alone for a few days so the result can show before it proposes anything else there. More on approvals and guardrails.
Does this work on Meta Ads and Google Ads?
Yes. Kortex reviews budgets in both, so one list covers your paid spend.
See how it works on Meta Ads and on Google Ads.
Questions
Frequently asked questions
Will Kortex move my budget without asking?
No. Every budget change is a proposal until a person on your team approves it.
Does Kortex only cut budgets?
No. It also proposes raising the budget on ads and ad sets that beat your account's ROAS but are held back by their budget.
How does Kortex judge whether a budget change worked?
Each change is judged on its ROAS over the following one to two weeks, and later proposals learn from the result.
Read next
- Approvals and guardrailsEvery Kortex change is approved by a person first. Budgets at most double or halve, proposals expire, and new ads start paused. Here is how the limits work.
- Placements and audiencesKortex compares placements inside the same ad set and tests saved audiences as a copy of the ad set, so you know what spends without returns before you act.
- AI agent for Meta AdsKortex is an AI agent for Meta Ads. It checks your Facebook and Instagram ads daily, finds where ROAS leaks and proposes the fix. You approve every change.
- Ads glossaryROAS, MER, CPA, frequency, the learning phase and more, in plain words.
Start each day with the fixes, not the dashboard.
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