Google Clarifies How Promotion Mode Works

Google Ads has published a detailed help document explaining its Promotion Mode feature, which helps advertisers capture additional traffic and conversions during short-term promotional events.

Currently in open beta, Promotion Mode allows eligible advertisers to temporarily lower their Target Return on Ad Spend (Target ROAS) and optionally increase their daily budget for a scheduled promotional period.

The feature is designed for campaigns running during high-demand periods, seasonal sales, special offers and other short-term marketing activities. Once the promotion ends, campaign targets and budgets automatically return to their original settings.

How Promotion Mode Works

Promotion Mode operates through Google's Smart Bidding Exploration technology, which helps campaigns explore potentially valuable search queries and reach additional audiences.

Advertisers can schedule a promotional period lasting between 3 and 14 days and define a Target ROAS relaxation tolerance between 5% and 90%.

For example, a campaign normally operating with a 500% Target ROAS can use a 20% tolerance to temporarily lower its effective target to 400%. Advertisers can also add an extra daily budget to support increased campaign activity.

After the scheduled period, the original Target ROAS and budget are automatically restored.

Which Campaigns Are Eligible?

Google has specified several requirements for advertisers who want to use Promotion Mode:

  • Available for standard Search and Performance Max campaigns.

  • Requires campaign-level Target ROAS bidding.

  • Not currently compatible with portfolio bidding strategies or shared budgets.

  • Supports average daily budgets and campaign total budgets.

  • The optional extra daily budget is available only for campaigns using average daily budgets.

For Performance Max campaigns, Smart Bidding Exploration applies to Search inventory rather than every advertising channel.

Important Rules Advertisers Should Know

Google's documentation also outlines several operational requirements.

Campaign preparation: New campaigns should be created at least 48 hours before the promotion begins to allow time for ad approvals. Existing campaigns should have completed at least one full conversion cycle using a daily budget.

Budget management: Advertisers should review previous missed opportunities and ensure sufficient budget flexibility. Standard Google Ads spending limits continue to apply, including the limit of twice the average daily budget in a single day.

Bidding adjustments: Changes to the Target ROAS and budget during an active promotion must be made through Promotion Mode settings. Baseline settings cannot be edited separately while the promotion is running.

Post-promotion performance: Google recommends allowing one to two conversion cycles for Smart Bidding to stabilize after a promotion, particularly when significant target or budget changes were made.

Advertisers can also end a promotion early by adjusting its end date or disabling Promotion Mode.

Promotion Mode vs. Seasonality Adjustments

Google has clarified that Promotion Mode and Seasonality Adjustments serve different purposes.

Promotion Mode temporarily relaxes the Target ROAS goal to help capture additional conversions during a promotional window. Seasonality Adjustments, on the other hand, help Smart Bidding account for expected conversion-rate changes while continuing to aim for the original ROAS target.

This distinction is important when choosing the right bidding tool for a campaign.

What This Means for Performance Marketers

The new documentation gives advertisers clearer guidance on using automation during short-term promotional campaigns.

For performance marketing teams, Promotion Mode could reduce manual bidding adjustments and simplify budget planning during seasonal sales and high-demand periods. However, lowering ROAS targets also means accepting potentially lower returns during the promotion.

Advertisers should therefore evaluate campaign profitability, conversion data and budget limits before enabling the feature.

With more detailed guidance now available, Google Ads is giving marketers a clearer framework for using AI-powered bidding during time-sensitive campaigns.