Drive efficiencies and engagement with smart budgeting technology 

We're excited to announce smart budgeting, a new feature that better aligns when your ads serve with when consumers are shopping for products like yours, so you're always showing up in the most relevant moments.

Meet high-intent consumers in high-impact moments

Let’s face it, timing matters when it comes to grocery shopping. We’ve all been told not to grocery shop on an empty stomach because it will influence what (and how much) you add to cart. Beyond appetite, the moment when a consumer shops has a significant impact on what they decide to purchase. 

Our new budget pacing system delivers your sponsored product ads when consumers are most likely to purchase products in your category. Whether your category is being shopped for weekend meal plans, midweek stock-ups, or late-night snacking decisions, Instacart Ads adjusts your spend to capture these moments more efficiently than ever before.

Drive effective, efficient ad spend

Budget optimization aligns sponsored product campaign spend with shopping patterns in your category so you can take advantage of key opportunities in your category.

Instacart ads have always been designed to deliver personalized, timely ads across the shopping journey. Smart budgeting takes that approach one step further by taking into account new signals, like the time of day, day of the week, and consumer purchase so your ads appear in the moments with the most potential purchasers.

Real-World Applications 

By aligning your budget to match consumer behavior, we help drive the most effective and impactful ad spend for your selected campaign objective, so your investment works harder for you.

An alcohol brand ran a test leveraging smart budgeting in Q2 2025. This test drove more efficient ad spend, leading to 2.5% increase in Total Sales, 5.5% increase in Return on Ad Spend (ROAS), and 2.5% increase in Clicks.

Beyond efficiency and campaign performance, smart budgeting puts time and control back in the hands of brands.

“The biggest immediate win with Instacart’s new smart budgeting was regaining strategic control over our campaign investment,” said Ty Herrenbruck, Associate Director at VaynerMedia. “Historically, budget pacing would be more front-loaded, limiting our ability to invest optimally in end-of-month seasonal and tentpole moments. As a result, we would see softer YoY performance toward month-end.

Our initial testing has shown positive results: Smart Budgeting aligns daily spend with actual purchase trends, providing the predictability and efficiency we need to ensure we're showing up when it truly counts. Now we can focus on strategic growth rather than budget mitigation."

Conclusion

At Instacart, we are dedicated to showing the right ad, at the right time, to the right consumer. Smart budgeting helps you take advantage of timely opportunities across the shopping journey and more effectively reach the most valuable consumers across the shopping journey.