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Avoid a depleted daily budget

If you have a limited budget, you want to make the most of every cent you spend on your advertising campaign. When your budget is limited, your ad might not show as frequently as you'd like -- or might not show at all. Instead of discontinuing your campaigns and missing out on clicks, or spending more than you can comfortably afford, we'll share some techniques for spending your budget more effectively:
  • Lower your bids for campaigns that are "limited by budget," potentially reducing the average cost per click.
  • Let AdWords automatically bid for you to get as many clicks as possible with your campaign's current daily budget. (Note that this feature isn’t available for AdWords for video campaigns.)
  • Choose "Standard delivery" for your ads, instead of "Accelerated delivery."

Lower your bids in campaigns that are "limited by budget"

While counterintuitive, slightly lowering your bids in campaigns that are "limited by budget" could potentially help you earn more clicks. Lowering bids for budget-constrained campaigns could reduce the average amount you pay when someone clicks your ads, with the potential for your budget to go further and get more clicks. Lowering bids too much, however, could result in fewer clicks if your bids are no longer competitive. If you choose to decrease your bids, check your campaign a few days later to ensure that you haven't lowered your bids too much. Learn how to edit your bid

Let AdWords automatically bid for you

An alternative to lowering your bids yourself is to allow AdWords to automatically adjust your bids for you. When AdWords automatically sets bids for you, changing your keyword or placement maximum cost-per-click (CPC) bids, it'll still stay within a target daily budget that you've set for that campaign. Learn more about automatic bidding


  • This feature isn’t available for AdWords for video campaigns.
  • Automatic bidding isn't available with the following:
    • "Display Network only" campaigns with the marketing objectives "Engage with your content," "Install your mobile app," and "Engage with your mobile app."
    • Bid adjustments based on day and time


How to set up automatic bidding
  1. Click the Settings tab within the campaign you want to edit.
  2. Scroll to the "Bid strategy" section and choose "AdWords will set my bids to help maximize clicks within my target budget" Select Bidding and Budget
  3. Enter a daily budget for your campaign. Set a daily budget
  4. Click Save and continue.

Change your delivery method from "Accelerated" to "Standard"

Accelerated delivery is likely to use up your campaign's daily budget early in the day. This is because accelerated delivery shows your ads until your budget is reached. "Standard delivery" is more optimized, which means that the delivery of your ads is spread more evenly throughout the day.

If you're using manual bidding, by default your campaign will be set to "Standard delivery." It's not possible to use "Accelerated delivery" with automatic bidding.

How to change your delivery method
  1. Sign in to your AdWords account at
  2. Select the Settings tab within the campaign you want to edit.
  3. In the "Bidding and budget" section, click + Delivery method (advanced) and then click the Edit link. Delivery method
  4. Choose "Standard: Show ads evenly over time." Select delivery method
  5. Click Save.

Find your campaign's recommended budget

AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions. You can use these recommendations to estimate how a new budget may improve the visibility of your campaign's ads. The recommendations are based on the following factors:

  • Recent campaign performance
  • Current campaign budget
  • Keyword list
  • Campaign targeting settings

AdWords won't display a recommended daily budget if you rarely meet your daily budget, or if your campaign has limited data. If you don't see a recommended budget, and you know your ads aren't being shown as often as they could because your budget is limited, you might want to consider raising your budget to an amount that you're comfortable with.

How to find your campaign's recommended budget

For campaigns that are “Limited by budget,” you have the option of reviewing and selecting a recommended budget. This can be done from either the Campaigns tab or the Settings tab.

From the Campaigns tab:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the recommended budget icon in the "Status" column of the campaign you want to adjust.
  4. Select a recommended daily budget, or enter your own.
  5. Click Apply.

From the Settings tab.

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the campaign you want to edit.
  4. Click the Settings tab.
  5. Next to "Budget," click Edit.
    Edit your daily campaign budget
  6. Click View recommended budget.
    View your recommended budget.
  7. Review the recommended new daily budget, if there is one, including any guidance regarding potential traffic. When you decide what your new budget will be, enter the new amount.
  8. Click Save.

Next steps

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