The following article explains how to manage how much you’re spending in your Google Ads account:
Set an average daily budget to manage how much you spend
Your average daily budget is the amount that you're willing to spend each day, on average, for each ad campaign in your account. The amount of your budget is entirely up to you and you can edit this amount whenever you like. Your average daily budget can help you manage how much you accrue in campaign costs from day to day.
Your actual spend on any given day may exceed your average daily budget by up to two times. This is called over-delivery. Over-delivery can help make up for days when traffic is slow and your ads don't get as much exposure. Bear in mind, you won’t be charged more than your monthly charging limit, which is the average number of days in a month (30.4) multiplied by your average daily budget.
View your cost and payment history
Your Google Ads account's billing 'Transaction history' page provides easy access to your billing information. View current charges, payment details and much more. Learn more about how to access your billing information
View Costs from Reports
While your Transactions page shows you monthly accrued costs for each campaign, you can view daily costs for one or more of your campaigns – or even your entire account – by viewing your Billed cost report.
With this report, you can also check your served cost versus your billed cost for each campaign.
The served cost is the cost of all the clicks or impressions that the campaign received.
The billed cost is the actual amount that you’re responsible for paying, after adjustments have been made to your account for items like overdelivery, invalid activity and more.
Optimise your spending
Use the strategies below to get the most for your money.
Understand your quality score
- You can see your Quality Score (Quality Score is reported on a 1–10 scale) and its components (expected click-through rate, ad relevance and landing page experience) in your keywords’ 'Status' column.
- The more relevant your ads and landing pages are to the user, the more likely it is that you'll see higher Quality Scores.
- Quality Score is an aggregated estimate of your overall performance in ad auctions, and isn't used at auction time to determine Ad Rank.
Relevance: How ad quality affects your costs and performance
Choosing a bidding strategy based on your goals
Every time someone searches on Google, Google Ads runs an auction to determine which ads will show on the search results page, their rank on the page and whether any ads will show at all. To place your ads in this auction, you first have to choose how you'd like to bid. Try choosing an automated bidding strategy based on your goals, like whether you want to focus on getting clicks, impressions, conversions or conversion value. Learn more about best practices for Smart Bidding and about automated bidding.
|Focus on conversions
If you want to optimise for conversions, like purchases or signups, you can use the Maximise conversions or Target Cost per Action (CPA) strategies that automatically set your bids to focus on increasing conversions with an optional target cost per action.
Focus on conversion value, or when people take a specific action on your website after clicking on one of your ads.
If you want to optimise for conversion values, like revenue or profit, you can use the Target Return on Ad Spend strategy (ROAS) strategy that automatically sets your bids to focus on increasing conversion value at your target return on ad spend.
|Focus on clicks on your ads.
If you want to drive traffic to your website, use the Maximise Clicks bid strategy to focus on increasing clicks for your campaigns while spending a target amount.
(Display only) Focus on viewable impressions, or the number of times that your ad shows in a viewable place.