A daily spending limit determines the maximum amount your Google Ads account can spend per day across all ad campaigns. This limit is often applied to new accounts or those with recent changes to ensure security and a consistent payment history.
On this page
- How daily spending limits affect your campaigns
- Why does Google apply a daily spending limit to accounts?
- What can I do to remove or increase the spending limit?
How daily spending limits affect your campaigns
When a daily spending limit is applied, you'll be notified in your account. This limit overrides any campaign-level budgets you've set. While it doesn’t impact the performance of your ads, it caps the maximum amount your account can spend each day across all active ad campaigns.
If your daily spending limit is reached, your ads will stop showing and automatically resume the next day.
Why does Google Ads apply a daily spending limit to accounts?
Common reasons for a limit include:
- New or recently changed accounts: Limits are often applied to new accounts to verify activity and build a payment history.
- Suspicious activity: Your advertising behavior, ad content, or account activity was flagged as potentially suspicious and is being investigated.
- Pending verification: Your account is pending advertiser verification.
What can I do to remove or increase the spending limit?
It’s not possible to request to increase the daily spending limit on your account. The daily spending limit is often managed by automated systems and may be removed or increased automatically over time. You can take the following actions to help this process:
- Complete advertiser verification: If you were asked to do so, completing advertiser verification is crucial. Follow the link in your in-account notification to get started. Learn more about Tasks required for Advertiser verification.
- Run compliant ads: Continue running ads that comply with Google Ads policies. This is especially important if your account is under investigation.
- Maintain consistent campaign activity: Keep your campaigns running consistently within the current limit.
- Ensure a positive payment history: Make sure your payments are successful and on time.
Next steps
After you successfully complete advertiser verification and resolve any account issues, the daily spending limit may be removed within one business day. You’ll receive an update through the in-account notifications when the change takes effect.
