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Promotion mode

Promotion mode is a Google Ads beta setting that changes a campaign's ROAS tolerance and adds daily budget only for the scheduled dates of a sale or short peak.

How it works

You set the start and end dates of a promotion, and for that window the campaign gets a different ROAS tolerance plus extra daily budget. When the window closes, the usual settings return on their own. Google announced it on 15 June 2026 as a beta for Search and Performance Max, available through your Google account team. Ginny Marvin, Google’s Ads Product Liaison, wrote on LinkedIn that a window lasts 3 to 14 days.

It works with an ordinary daily budget, and you can combine its tolerance change with a campaign total budget. These facts come from Google’s announcement and Marvin’s comments. Which tool fits a short promotion is the subject of promotion mode, seasonality adjustment or total budget.

Example

Example store, not client data.

The tableware shop runs a 7-day sale. Its Search campaign has a target ROAS of 450% and a budget of 300 a day. Promotion mode adds 150 a day and a wider tolerance for those 7 days: 7 × 150 = 1,050 of extra budget. On day 8 the campaign is back to 300 a day and its usual tolerance.

How GetProfit reads it

GetProfit’s rule for a seasonal peak: two weeks before it, raise the budget by 20–30% and lower target ROAS by 10–15%. Keep a seasonality adjustment to 14 days or less, and never raise target ROAS during the peak.

Promotion mode moves budget and tolerance, not target ROAS itself, and only within one window of 3 to 14 days. A window that opens with the sale misses the two weeks before it. Budget and target ROAS changes appear in the portal’s change log.

Not to be confused with

  • Seasonality adjustment — tells Smart Bidding to expect a short change in conversion rate. Promotion mode changes tolerance and budget, and the two can run together.
  • Campaign total budget — one amount for a campaign’s whole run. It caps the spend, not how far the return may fall.

Right and wrong readings

  • Wrong: “Promotion mode stays on until I turn it off.” Right: you set the start and end dates first, and the mode ends on its own.

Sources