Google Ads Tutorials: How Google Ads Budget Pacing Works
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Your average daily budget is the average amount that you set for each ad campaign on a per-day basis. It specifies how much you are roughly comfortable spending each day over the course of the month.
You can set and edit your average daily budget at any time. Learn more about how to set up an average daily budget for your campaign
Google will optimise your campaign spend for days of the month when you’re more likely to get clicks and conversions, like when search traffic is higher or when we predict higher ROI for your ads. This means that on some days, you might not reach your average daily budget, while on others, you might exceed it.
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Even though your campaign spend might vary, you will never pay more than:
- Your daily spending limit (two times your average daily budget for most campaigns) on any particular day.
- Your monthly spending limit (30.4 times your average daily budget for most campaigns) in any particular month.
Learn more about spending limits
How to decide on an average daily budget
With Google Ads, you choose an average daily budget for each campaign based on your advertising goals and the average amount you're comfortable spending each day.
Google Ads has some tools to help you with this:
- Performance Planner can help you optimise budgets across existing campaigns.
- Cost-per-click (CPC) can help you set the highest amount that you're willing to pay for a click on your ad (max. CPC).
How to calculate average daily budget from a monthly amount
Let's say that you normally spend $304 per month on advertising. To work out your average daily budget, you'd divide $304 AUD by 30.4 (the average number of days in a month – 365/12) to get an average daily budget of $10 AUD.
Using this example, here's how you'd figure out your average daily budget:
304/30.4 = $10 AUD per day (Monthly budget / Average number of days per month = Average daily budget)
You can also create shared budgets, which let you set a budget across multiple campaigns.
