Ad budget moved toward what is working, inside limits you set.
Novaris watches spend and results across your connected campaigns and suggests or applies budget changes within the caps and rules you choose. You decide how far it can go, and every change is logged.
What is included.
Budget suggestions
AI Campaigns highlights campaigns and channels where extra budget looks justified, and those that are spending without enough return.
Reallocation across channels
Budget can be shifted between campaigns on different platforms, not only within one ad account.
Caps and guardrails
Daily and monthly ceilings, minimum budgets per campaign and maximum change per step, all set by you.
Change history
Every budget change, whether you made it or a rule did, is recorded with the time, the amount and the reason.
How budget optimization works
Most ad budgets are set once and then adjusted when someone has time to look. Meanwhile, some campaigns spend steadily with little return while others run out of budget early in the day. Budget optimization means moving money toward campaigns that are earning it and away from those that are not, more often and more consistently than a weekly manual review allows.
Novaris reads spend and results from your connected ad accounts and orders from your store. AI Campaigns, available on every plan, compares campaigns on the metrics you care about, such as cost per purchase or ROAS, and suggests where budget should go. You can apply a suggestion with one approval or ignore it. Nothing changes on a platform until you approve it or a rule you created allows it.
On Growth and Scale, automations can make changes for you within guardrails. An example a client might choose: if a campaign's ROAS stays above 3.0 for three days, raise its daily budget by a set amount, up to a ceiling. Another example: if a campaign spends $50 without a purchase, pause it and send an alert. These thresholds are yours to set, and Scale adds custom rules built around your own logic.
Optimization works within the way each platform delivers ads. Large or frequent budget changes can reset a campaign's learning on Meta, TikTok or Google, and a short burst of good results is not always a trend. That is why guardrails matter: a maximum step size, a minimum time between changes and a total ceiling keep the system from reacting to noise or spending more than you planned.
Why budget allocation deserves more attention
Less spend on campaigns that stalled
Underperforming campaigns are flagged or paused sooner, instead of running until the next manual review.
More room for what works
Campaigns with steady results can receive more budget while they still perform, within your ceilings.
A total that stays under control
Monthly and daily caps keep overall spend inside what you planned, even when individual campaigns change.
Decisions you can explain
The change history shows why each adjustment was made, which helps when reviewing performance with a team or partner.
Fewer late-night checks
Rules keep running when you are not watching, and alerts tell you when something needs a human decision.
What to have ready
Budget rules are only as sensible as the inputs behind them. Decide these points before switching anything on.
- A total monthly ad budgetThe maximum you are willing to spend across all channels, paid to the platforms directly.
- Your break-even numbersThe cost per purchase or ROAS at which a sale stops being profitable once product cost, shipping and fees are included.
- Working purchase trackingPixels, tags and store connection sending purchase events, since budget decisions rely on conversion data.
- Campaigns with some historyCampaigns that have already run for a while give rules something to compare. Brand-new ones need time first.
- Who approves changesDecide which changes can run automatically and which need a person to approve them.
- Platform spending limitsCheck account spending limits and payment thresholds on each platform so a budget increase is not blocked.
From fixed budgets to managed reallocation
- 1Day 1
Trial call
We go through your current budgets, margins and how often budgets are changed today.
- 2Day 1 to 2
Accounts connected
You authorize your ad accounts and store, and we check that spend and purchases are coming through.
- 3Days 2 to 5
Guardrails defined
You set your caps, minimums and maximum change per step. We help translate your margins into thresholds.
- 4First weeks
Suggestions only
We recommend starting with suggestions you approve by hand, so you can see how the logic behaves before automating it.
- 5Once you are comfortable
Rules switched on
On Growth and Scale, the rules you approve start running. Alerts tell you when a rule acts or a cap is reached.
- 6Ongoing
Review and adjust
Thresholds are reviewed as margins, seasons and products change. Results vary and can move a lot from week to week.
Budget control by plan
| Starter | Growth | Scale | |
|---|---|---|---|
| Active campaigns | Up to 10 | Up to 50 | Unlimited |
| AI budget suggestions | Yes, with AI Campaigns | Yes | Yes |
| Automated budget rules | Not included | Yes, with automations | Yes, plus custom automations |
| Analytics behind decisions | Basic analytics | Advanced analytics | Advanced analytics |
| Support | Email support | Priority support | Dedicated manager and 24/7 support |
| Ad spend | Paid to the platforms | Paid to the platforms | Paid to the platforms |
Plans are billed monthly in US dollars and can be cancelled at any time. Ad spend is never included in the plan price.
Keeping budget rules useful
Rules written for one season do not always fit the next. Costs often rise around big shopping events, and a threshold that worked in a quiet month can pause good campaigns when competition is higher. Review thresholds before major sales periods and after any price or margin change.
Watch the change history as well as the results. If a rule moves the same campaign up and down every few days, the threshold is probably too tight or the step too large. Fewer, steadier changes usually let the platforms deliver more predictably.
Keep a human in the loop for large moves. Raising total spend, entering a new market or adding a channel are business decisions. Rules handle the routine adjustments; you decide the direction.
Common budget optimization mistakes
Thresholds without margins
A ROAS target picked without product cost, shipping and fees can scale campaigns that lose money on every sale.
Changing budgets too often
Frequent large changes can restart a campaign's learning phase on the platform and make results less stable.
No overall ceiling
Rules that raise budgets without a total cap can spend more than you planned. Always set a monthly limit.
Judging on a single day
One strong or weak day is often noise. Base rules on several days of data and a minimum spend.
Budget optimization does not guarantee lower costs or higher returns. Results depend on your products, market, budget and ad accounts, and each platform controls how it delivers your ads.
Questions about budget optimization
Will Novaris change my budgets without asking?
Only if you create a rule that allows it, and only within the caps you set. On Starter, budget changes are suggestions that you approve. Automated rules are part of Growth and Scale.
Can it move budget between Meta, TikTok and Google?
Yes, between connected campaigns on different platforms, within your guardrails. Each platform then applies the new budget under its own delivery system.
Is ad spend part of my plan?
No. Ad spend is paid to each platform directly from your ad accounts. The plan price covers the Novaris platform only.
What thresholds should I use?
That depends on your margins. For example, a client might scale campaigns that keep ROAS above 3.0 for three days, but the right number for you comes from your own costs. We help you work it out.
Can I undo a change?
Yes. Every change is logged, and you can reverse it from Novaris or directly in the platform's ad manager.
What happens when a cap is reached?
Rules stop increasing budgets once a ceiling is reached, and you receive an alert. Raising a cap is always your decision.
Does this guarantee better ROAS?
No. It helps spend follow results more closely, but outcomes depend on your products, market, budget, creative and ad accounts.
Automations
Rules that pause underperformers, scale winners and send alerts around the clock.
Open →AI Campaigns
Finding converting audiences and rebalancing budgets on every plan.
Open →Attribution tracking
Knowing which channels drive revenue before moving budget.
Open →General information, last reviewed in November 2026. Features depend on your plan; results are not guaranteed and depend on your products, market, budget and ad accounts. Ad platforms set their own policies.
Tell us about your store.
Tell us about your store and the channels you advertise on. We set up your trial and show you the platform on a short call.