You control the total budget yourself by how much credit you top up. The daily spending of that credit is automatic and optimised by Tanganica.
Advertising spend in Tanganica increases automatically once the target COS (cost of sales) is met.
Why can spending be lower than you expect?
Even with automatic spending and enough credit, the advertising platforms decide in every auction whether to show your ad. Spending is most often limited by:
Target COS. Campaigns are optimised to your target COS. The lower the target, the more selective the system is about when to show your ads, and the less it spends.
Demand for your products. Ads are only shown when people search for what you sell. A narrow range, low search volume or the off-season limit spending regardless of how much credit you have.
Products that can be advertised. Only approved products that are in stock and have up-to-date data in the feed can be shown. Disapproved, out-of-stock or outdated products reduce the reach of product campaigns and Performance Max. Learn more in the article Disapproved products: the most common reasons and how to fix them.
Prices and competition. Google compares your prices with other sellers of the same products. Other advertisers also compete in the same auctions. Products that are noticeably more expensive than the market usually win fewer auctions.
Order data and the learning phase. Automatic bidding learns from the orders recorded by the measurement code. New campaigns and campaigns after bigger changes spend more cautiously until they collect enough data, see What is Learning phase in Campaigns?. If the measurement code does not record orders correctly, the system has nothing to optimise from and shows your ads less.
Ad assets in Performance Max. Few or weak headlines, descriptions and images reduce ad strength and therefore reach. You will find tips in the article Assets and ad copy that make Performance Max work.
Daily campaign budgets are managed by the Tanganica team. If spending stays low for a long time, write to your account manager, who will check your specific campaigns.
Ways to increase your daily spend
Adjusting the target COS – if the system meets the target COS in the long term, increasing it allows higher daily spending automatically.
Adding more ad formats – use all the formats Tanganica offers to increase the reach of your campaigns.
Expanding your product offering – adding more products to the campaign increases the potential performance of your ads.
💡 For Tanganica Premium: you can also set custom budgets for individual campaigns. This setup is not always suitable, so we recommend keeping automatic spending unless you have a specific reason to change it.