When I worked in an agency as a paid media consultant, ad spend and budget were some of the most often recurring discussions we had with clients.

I learned that some advertisers' budgets are more strict than others. Whenever significant overspending or underspending occurs, it can cause real harm to the customer relationship and trust. Taking good care of the ad budget is paramount for any performance marketer-whether in-house or agency.

Keep reading to learn how I drink our own champagne and use Supermetrics and Google Sheets to automate budget pacing.