Overdelivery: Definition

The normal event of accruing more costs in one day than the amount of your average daily budget. However, Google Ads prevents your campaign from overspending for the month as a whole.

  • Overdelivery can help make up for days when traffic is slow and your ads don't get as much exposure. Here's how: to make sure that you don't miss showing your ads on a popular day, Google might use more of your budget on some days and less on other days. When this happens, your total daily cost could be up to 2 times your average daily budget for search campaigns and up to 4 times your daily budget for Smart campaigns (when you aren't paying for conversions). If you're paying for conversions, your daily cost could exceed your overdelivery threshold.
  • However, our system makes sure that after an entire month of service, you're never charged more than your monthly charging limit – the average number of days in a month (30.4) multiplied by your average daily budget.
  • If Google overdelivers your ads too much, and you accrue more costs in a complete monthly billing period than your budget allows, a credit might be applied automatically to your account.
  • Note that for campaigns that are paused in the middle of the month or that otherwise don't run for the full month, you may see discrepancies between your average daily budgets and your total charges.
Anything above your overdelivery threshold will be reimbursed as an overdelivery credit, but you'll still get the value from the additional served impressions.

More about overdelivery

More about monthly charging limits

See articles about managing your budget

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue