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Is your ad budget on pace this month?
Check whether spend is ahead or behind where it should be, and the daily budget you need for the rest of the month.
How do you calculate ad budget pacing?
Budget pacing compares what you have spent so far with what you should have spent by today. Expected spend is the monthly budget multiplied by days passed divided by days in the month. Divide spend to date by expected spend for your pace: 100% is on track. The daily budget needed is the remaining budget divided by the days left.
Example figures shown. Today’s date is filled in for you.
Google can spend up to twice your average daily budget on a single day, so check pacing weekly rather than daily.
Get your budgets managedWhy pacing matters
Overspend early and campaigns run out of budget before the month ends, often missing your best-converting days. Underspend and you leave sales on the table that the budget was meant to buy.
Google Ads can spend up to twice your average daily budget on any one day, but no more than about 30.4 times the daily budget across a month, so short-term swings are normal. Look for a trend across several days before changing budgets.
What is a good pacing range?
Between 90% and 110% of expected spend is on track for most accounts. Outside that range, adjust daily budgets.
Why does Google spend more than my daily budget?
Google can spend up to twice the average daily budget on high-traffic days, then spends less on others so the monthly total stays within your budget.
Should I pace evenly across the month?
Not always. If sales peak on paydays or weekends, weight budget towards those days rather than spreading it evenly.