You can control your Google Ads budget

Calculator and money

With cost-per-click (CPC) bidding, you're charged only when someone is interested enough to click your ad. You tell Google Ads the most you're willing to pay for a click on your ad (called the maximum cost-per-click bid), but you could be charged less.

You have control over your Google Ads budget. You decide the average amount you want to spend each day.

On the days when your ad is more popular, Google Ads will allow up to 20% more of your average daily budget so you won't miss out on those valuable clicks. But don't worry, we'll lower your maximum budget on other days so that, over the course of a month, your overall spend will average out to the limit you've set, assuming your campaign runs for the full month.

Find out more about how to set your Google Ads budget.

Sign up for a Google Ads account today and follow along with this guide.

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