A conditional daily spending limit determines the amount your Google Ads account can spend per day across all ad campaigns.
What can you expect?
When a conditional daily spending limit is applied to your account, you’ll receive in-account notifications about the new limit. The spending limit will take precedence over any campaign budgets you’ve set.
While spending limits do not impact the performance of your ad campaigns, your ads will stop serving when you reach your conditional daily spending limit. While the spending limit is in effect, your ad campaigns will remain active and will automatically resume serving the next day.
Why do we apply a conditional daily spending limit to accounts?
We want to provide a safe and trustworthy Ads ecosystem for our users and advertisers. In certain circumstances, when our systems suspect unusual activity in your account, we will automatically apply a conditional daily spending limit to the account. In these cases, we will require you to provide more information about your account before you can increase your spending.
In some cases, we may briefly apply a spending limit on your Google Ads account to allow us to conduct an investigation if we identify advertiser behavior that may potentially pose a risk to our users, Google, or our partners. Once we determine that the account is safe, the spending limit applied will be removed. Learn more about temporary pausing for account investigation.
What can you do to remove the spending limit?
The spending limit may be removed by:
- Completing Advertiser verification if you were prompted to do so. Follow the link in your in-account notification to get started.
- Serving ads that comply with our Google Ads policies during the investigation period.
To complete verification, you’ll need to:
- Answer a few basic questions related to your Google Ads account and business
- Verify your identity
You may also need to provide documentation which will be reviewed within 5 to 7 business days. Once you successfully complete Advertiser verification, the conditional daily spending limit may be removed from your account within 1 business day. You’ll be updated through an in-account notification. Learn more about how to complete identity verification
If you are prompted to complete Advertiser verification, please note that there’s no deadline to complete verification to lift the conditional daily spending limit. Your account does not need to abide by the 30-day time periods described in the advertiser verification page.