How the platform spreads your budget across the day and month. In Google Ads, a campaign can spend up to twice its average daily budget on a busy day, but over a month it will not charge more than 30.4 times that daily budget.
Formula
Google Ads monthly charging limit = average daily budget × 30.4
Example
Meera sets a ₹1,300 average daily budget on Search. On a Saturday before Diwali it spends ₹2,400, but across the month she is charged no more than ₹1,300 × 30.4 = ₹39,520.
How you'll hear it
“The campaign is pacing ahead because it spent double yesterday; that's allowed and evens out over the month.”
Don't confuse it with
- Budget: the amount you set; pacing is how it is spent over time.
- Lost IS (budget): impressions you missed because the budget ran out.
Related terms
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Sources
- About overdelivery and your average daily budget, Google Ads Help
- Average daily budget: Definition, Google Ads Help