budget-reallocation-modellisted

# Budget Reallocation Model A skill for modeling budget shifts across Google Ads campaigns and projecting the impact of three reallocation scenarios. ## What this skill does Given current campaign performance and a fixed total budget, this skill: 1. Ranks all campaigns by efficiency (conversions per dollar) 2. Identifies donor campaigns (high CPA, low ROAS, declining performance) 3. Identifies recipient campaigns (low CPA, high ROAS, IS lost to budget) 4. Models 3 reallocation scenarios - Conservative (10%), Moderate (20%), Aggressive (35%) 5. Projects total conversions, blended CPA, and blended ROAS for each scenario 6. Recommends one scenario with justification ## Required inputs 1. **Total monthly budget** for Google Ads (the constraint) 2. **Per-campaign performance data** (last 30–90 days) 3. **Campaign-level goals** - different campaigns may have different CPA targets ### Required columns - Campaign name - Spend - Conversions, conv. value (if revenue tracking) - CPA, ROAS - Search IS, IS lost to budget - Conv. rate - Trend (if available - last 30 vs prior 30) If IS lost to budget is missing, ask for it. Recipients without that signal can't be confidently identified. ## Workflow ### Step 1: Define efficiency For each campaign, compute the efficiency score: ``` efficiency = conversions_per_dollar = conversions / spend ``` For revenue-tracking accounts: ``` efficiency = revenue_per_dollar = conv_value / spend # i.e., ROAS ``` Rank campaigns top to bottom.