Daily budget: Definition

An amount that you set for each ad campaign to specify how much, on average, you'd like to spend each day.

Daily budget
  • You set an average daily budget for each Google Ads campaign, and then the system will aim to show your ads as much as possible until your budget is met.
  • When your budget is reached, your ads will typically stop showing for that day. How quickly your ads are shown during a given day is determined by your ad delivery option.
  • It's possible that you'll be charged less or sometimes slightly more than your average daily budget amount on a given day. To help make sure that your ad can run a little more on days when it's very popular, your daily budget is used like an average: on any single day, you can spend up to 2 times your daily budget, but on other days your spend will be capped at a lower amount to make up for it. This is called overdelivery. For campaigns where you pay for conversions, your daily spend may exceed your average daily budget by more than 2 times.
  • However, in a given billing period, you're never charged more than the average number of days in a month (roughly 30.4) times your daily budget. 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.

How to change your daily budget
About ad delivery options
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