How to compare budget pacing across many ad accounts (agencies and multi-brand teams)

Pacing one account is a morning check. Pacing twenty means twenty logins, twenty budget reports and twenty spreadsheets, each with its own plan format. The checks get skipped on busy days, and the misses surface on the invoice.

The fix is not more checks. It is one table where every campaign from every account is paced the same way, so the question each morning becomes "which ten campaigns across the book need a change?" instead of "which accounts did I get to?".

A Google Ads manager account (MCC) shows account-level and campaign-level performance for all linked client accounts, with an Account column, account labels, filters and spend totals at the bottom of the table. Google notes two limits: very large selections may not load in the default all-accounts view, and spend totals across accounts in different currencies need the Converted Currency layer. Reports can be built and scheduled by email from the manager account.

What it does not hold is each client’s plan. Every number in the manager view is spend against the platform’s own daily budgets, which tells you how much was spent, not whether it was the right amount for this client this month. Microsoft Advertising manager accounts and LinkedIn Campaign Manager have the same gap, and none of them shows the other platforms.

Use one row per campaign and these fields. The first four identify the row; the rest are the same pacing math for every account.

Sorted by distance from 100% pace, the table opens on the campaigns that need attention across every client. With 25 clients and about 300 campaigns, the team reviews only the rows outside the band each morning instead of 300 rows; how many that is depends on how stable the accounts are.

1. Load every client’s plan for the month by campaign before day 1 (copy last month and adjust).
2. Pull spend for every account at the same hour.
3. Review one list: off-pace campaigns across all clients, with the daily budget to hit.
4. Make the changes, note the reason, and tell the account lead when a client-level forecast moves outside the band.
5. Weekly, send each client the same numbers the team works from, as a read-only report.

A shared Google Sheet with an import per account works for a handful of accounts on one platform. It breaks with more clients, mixed currencies and time zones, mid-month plan changes and three platforms.

Pacing Console was built for this case. One Google Ads script and one Microsoft Ads script in a manager account cover every client account under it and run hourly; LinkedIn Ads connects by sign-in and refreshes daily. Each campaign is paced against its client’s monthly plan, plans can be pasted or uploaded for many campaigns at once, and a morning email lists only off-pace campaigns across the book. On Pro, agencies can send client reports under their own brand. See Pacing Console for agencies, and the comparisons with Swydo, AgencyAnalytics and Google Sheets in our library.