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In just a few months, Bulgaria will say “goodbye” to the lev and “hello” to the euro. While some people are busy converting their savings, digital marketers have another concern: how will this affect our PPC campaigns?
If you’re running ads on Google Ads, Meta (Facebook/Instagram), or TikTok – the new currency isn’t just a cosmetic change. It impacts your budgets, reporting, tracking, and even user behavior.
Let’s go over what you need to do to welcome the euro era with well-prepared campaigns and zero stress.
It may look like a minor change — “just a different symbol in front of the number” — but in the world of paid advertising, every cent matters.
When advertising platforms switch their base currency, it affects:
Campaign budgets and spending limits
Reporting of costs, ROAS, and CPA
Integrations with external systems (Shopify, WooCommerce, CRM)
Automated rules and bidding strategies
Google will automatically convert your account to euros, but that doesn’t mean everything will go perfectly. Here’s what to check in advance:
1. Archive historical data
After the change, some reports may look different (especially daily budgets). Export your campaign, cost, and conversion data in BGN as CSV or Excel files.
2. Review daily budgets and limits
If you were spending 100 BGN/day, that’s now about €51/day.
Round your budgets to realistic numbers — for example, €55 instead of €51.13.
3. Update automated strategies
Automated CPA, ROAS, or bid limits will adjust automatically, but it’s still smart to double-check and fine-tune your settings.
4. Check conversions and integrations
Ensure imported values from Google Analytics, GTM, or your CRM are updated to euros. Inconsistent currencies can distort performance metrics.
5. Review scripts and API integrations
If you use custom scripts for automation, make sure they don’t rely on “BGN” as a currency.
Meta will handle the switch automatically, but to keep your reports (and your head) from spinning:
1. Check your billing section
All invoices will now be issued in euros. Verify that your business info and VAT number are correct.
2. Review ad account spending limits
If you manage multiple accounts, make sure spending limits still make sense post-conversion.
3. Adjust optimization goals
Facebook optimizes automatically, but CPA or ROAS targets set in BGN will need to be recalculated (for example, 10 BGN ≈ €5.10).
4. Sync Shopify/WooCommerce integrations
Make sure your store currency and Meta pixel use the same unit. If your site still uses BGN while Meta tracks in euros, reports will show wrong values.
5. Review remarketing audiences
After conversion, average order values may shift, which can impact “high-value” audiences.
TikTok is the favorite playground of younger audiences and increasingly drives real sales. But even here, a few things need your attention:
1. Review ad budgets and billing
TikTok tends to round values, which might cause small mismatches. Keep budgets clean — e.g., €50 instead of €49.68.
2. Double-check pixel tracking
All events (purchase value, add-to-cart, etc.) should now send values in euros to ensure automated strategies perform correctly.
3. Use the change as a creative opportunity!
People love humor and trends. Why not make a TikTok like:
“Goodbye BGN, hello Euro — but my CPA is still golden!”
4. Verify platform currency settings
In some accounts, TikTok Ads Manager may not sync to euros automatically — check your settings carefully.
Sync all systems at once — ad platforms, your online store, Google Analytics, CRM, and payment gateways.
Check your invoicing rules — some services may update their banking details or invoice numbers.
Inform your team and clients — if you manage PPC accounts for clients, prepare a short guide or email explaining the change.
Monitor performance fluctuations — it’s normal to see small ROAS variations in the first few weeks as algorithms adjust.
Stay calm — euro or lev, a winning campaign still depends on strategy, not symbols.
Truth is, this is the perfect time to review your overall PPC strategy.
The currency switch is a great opportunity to:
Fine-tune your target audiences
Refresh your creatives
Test new formats (Reels, Shorts, Spark Ads)
And rebuild your reporting for greater accuracy
This isn’t just a “technical update” — it’s your chance to tidy up your advertising accounts just like you’d reorganize your wallet for a new currency.
Whether you advertise on Google Ads, Meta, or TikTok, the transition to the euro can be completely smooth — as long as it’s done right.
Our TouchPoint.bg team is already preparing client accounts for the new euro reality.
👉 If you want your campaigns to maintain (and even boost!) performance, we’ll take care of:
Technical setup of currency and tracking
Budget and goal optimization
Ad messaging tailored to the new economic environment
Get in touch with us today, and let’s turn the euro transition into your next PPC success story.
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