What is the daily budget?

The daily budget is the average amount you want to spend per day on a Google Ads campaign. Google may spend up to twice the daily budget on a single day, but over a month never more than the daily budget times the average number of days in a month. You set the daily budget per campaign.

Why is the daily budget important?

Cost control: your monthly spend has an upper limit.
Influence on reach: a budget that is too low limits impressions, visible as impression share lost to budget.
Setting priorities: you divide your money across campaigns by importance.

Examples of the daily budget

At €30 per day Google may spend up to €60 on a single day, but over an average month the total stays at roughly €910 at most.
A store spends €50 per day on brand keywords and €150 on non-brand keywords.
A campaign that runs out of budget every afternoon misses impressions in the evening.

How do you use the daily budget?

Work back from your monthly budget: divide it by the average number of days in a month and spread it across your campaigns. Check impression share to see whether you lose a lot to budget; if so, you can raise the budget or focus on the best keywords. With Smart Bidding, a very low budget leaves little room to learn. See Google Ads campaigns.

Daily budget