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Use ad delivery to set the pace of your ads

  • Understand how your ad delivery method can determine how long your budget lasts.
  • If your budget is limited, choose a “standard” or “accelerated” ad delivery method to determine the pace you want your ads to show throughout the day.

Understanding ad delivery and your average daily budget

When you create a campaign, you set an average daily budget. This determines how much, on average, you'd like to spend each day for this campaign (it's possible that you'll be charged less, or sometimes slightly more, than your average daily budget amount on a given day). When your average daily budget is reached, your ads will typically stop showing for that day.

For most advertisers, budget is used whenever a potential customer clicks your ad. The more often your ad is clicked, the faster you'll use up your average daily budget. Your campaign’s ad delivery method determines how quickly your ads are shown and how long your budget lasts during a given day.

Your ad delivery method is relevant if your campaign is limited by budget since it allows you to decide how quickly you want your budget to be spent. If your campaign isn’t limited by budget, the ad delivery method won’t be useful since your budget is high enough to enable your ads to serve throughout the entire day.

Choosing "Standard" or "Accelerated" ad delivery

If you’ve chosen a campaign type with “All features” enabled, you have two options for ad delivery methods: “Standard” (the default setting for all campaigns, and optimizes your budget by spending it throughout the day) or “Accelerated” (which is not recommended for most advertisers).

Keep in mind

If you don’t see the “Delivery method (advanced)” option in your campaign settings, it could be because your campaign has only “Standard” features enabled. You’ll need to switch your campaign sub-type to “All features” to see this option. Learn more about campaign types.

"Standard" delivery (default option)

  • How it works: The standard delivery method aims to evenly distribute your budget across the entire day (12 a.m. – 11:59 p.m.) to avoid exhausting your budget early on.
  • Why use it: Recommended for new advertisers, this delivery method is useful if you want to reach customers evenly throughout the day. If you have a small budget, this method can also help you avoid spending your entire budget in the morning. For instance, if you run a gourmet food delivery business, you'd want to make sure you reach customers at breakfast, lunch, and dinner.
  • What to expect: Since your ad delivery occurs throughout the day, you might not see your ad appear every time you look for it, particularly if your campaign is limited by budget.


Remember, to see your ad in context, it's better to use the Ad Preview and Diagnosis tool than to search for it on Google.

"Accelerated" delivery (not recommended for most advertisers)

  • How it works: Accelerated delivery is optimized less. It spends your budget more quickly, usually at the start of the day (i.e., 12:00 am). Because of this, accelerated delivery isn’t recommended for most advertisers. So if your campaign is limited by budget, your campaign may exhaust its average daily budget early in the day, causing your ad to stop showing for most of the day.
  • Why use it: Though not recommended for most advertisers, you can use this method if it's important to you that your ads start showing in the morning and more quickly thereafter, until your average daily budget is reached -- even if that means they might not show throughout the entire day.
  • What to expect: If your campaign is limited by budget, your ads will stop showing once you've reached the average daily budget allocated for that day. If you reach your budget limit early in the morning, your ad won't run again until the next day, so you might not see your ad appear every time you look for it, particularly at night.
Selecting a standard or accelerated delivery method

Here's how to set your delivery method:

  1. Sign in to your AdWords account at
  2. Click the Campaigns tab at the top.
  3. Under All campaigns, click the name of the campaign to be delivered.
  4. Click the Settings tab.
  5. In the "Bidding and budget" section, click Delivery method (advanced). Note that the availability of certain settings, like this one, may depend on the campaign type you choose. Compare campaign types in detail and learn how you can change yours.
  6. Next to "Delivery method," click Edit.
  7. Select Standard (the default) or Accelerated. Select delivery method
  8. Click Save.
Try it out
Setting the delivery method for multiple campaigns at once

Here's how to set the delivery method for multiple campaigns at the same time:

  1. Sign in to your AdWords account at
  2. Click the Campaigns tab at the top.
  3. Click the Settings sub-tab.
  4. Check the box next to any campaigns that you want to change.
  5. From the Edit menu, select Advanced settings > Delivery method….
  6. In the box that appears, choose the delivery method that you would like for the selected campaigns.
  7. Optional: We recommend you click Preview changes to see how your campaigns’ delivery method will change.
  8. Click Make changes.


While on the campaign settings tab, you can click Filter to show only campaigns that match specific criteria. This can make it easier to make changes in bulk to certain campaigns.


  • Want to explore more advanced ad delivery options like ad rotation and frequency capping? You can find those features in your campaign’s “Advanced settings.” Learn more about ad rotation and frequency capping.
  • If you want more control over when your ad appears, and if you've done some research about what times and days your customers click your ads the most, you can create a custom ad schedule to select these times and days to show your ad.

Next steps

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