To support more predictable monthly spending for Google ads campaigns, the way that daily budgets interact with ad schedules will be updated on June 1, 2026. This change ensures your campaigns can achieve their full monthly spending potential, even when they run on a reduced schedule. These changes impact ad schedules that turn off campaigns on specific days of the week. These changes do not impact ad schedules that turn off campaigns for specific hours within a day.
No action is required, but adjust daily budgets on June 1, 2026 if your spending goals are affected.
On this page
- Eligibility
- Examples
- Adjusting your daily budget during the month
- Budget pacing for a campaign using a shared budget
Eligibility
| Campaign type | Ad scheduling |
|---|---|
| App | |
| Demand Gen | |
| Display Network | |
| Display Video | |
| Hotel | |
| Performance Max | |
| Search Network | |
| Shopping | |
| Smart | |
| Travel | |
| YouTube |
While the monthly spending limit has always been 30.4 times your average daily budget, Google’s pacing system will now attempt to spend up to this amount regardless of ad scheduling usage.
You will never be charged more than twice your daily budget per day or more than 30.4 times your daily budget per month. Google won’t run your campaigns on days when they are turned off using Ad Schedules.
The spending limits and campaign controls remain unchanged:
- Daily spending limit:You won’t be charged more than twice your average daily budget on any given day.
- Monthly spending limit:You won’t be charged more than 30.4 times your average daily budget in a month.
- Ad Scheduling:Your campaigns never run on days when you explicitly turn them off using Ad Schedules.
Examples
Let's consider a campaign with a daily budget of $100 USD. It is active for only 20 days out of a calendar month.
| Historical behavior | New behavior |
| A campaign with a daily budget of $100 USD, scheduled to run 20 days out of the month using an ad schedule, would pace towards spending $100 USD x 20 in a calendar month. | That same campaign would pace to spend $3,040 USD ($100 x 30.4) in a calendar month. Billing and daily spending limits remain unchanged. We will never run campaigns on days when they are turned off using ad schedules. |
Now let's consider a campaign where you want to spend a total of $4,500 USD over a 10-day period during a calendar month.
| Historical behavior | New behavior |
| A campaign with a daily budget of $100 USD, scheduled to run 10 days out of the month using an ad schedule, pace towards spending $100 USD x 10 in a calendar month. | That same campaign would pace to spend $3,040 USD ($100 USD x 30.4) in a calendar month. However, the daily spending limits (your average daily budget multiplied by 2) would effectively prevent the campaign from spending more than $2,000 USD ($100 USD x 2 x 10) days. In order to spend a total of $4,500 USD the daily budget for this campaign should be set to $225 USD ($225 USD x 2 x 10 days = $4,500 USD). Billing and daily spending limits remain unchanged. We will never run campaigns on days when they are turned off using ad schedules. |
Calculate the maximum campaign can spend over a given month
- For campaigns scheduled to serve for 15 days or less:Multiply your daily budget by 2. Then, multiply that number by the number of days your campaign is scheduled to run this month. (Daily budget x 2) x active days = Maximal monthly spend
- For campaigns scheduled to serve for 16 days or more:Multiply your daily budget by 30.4 (monthly spending limit). Daily budget x 30.4 = Maximal monthly spend
Adjusting your daily budget during the month
If you change your daily budget during the month, your campaign will pace based on the remaining calendar days in the month. This matches the standard behavior for campaigns that do not use ad schedules. Your monthly spending limit will not change and is calculated as the following:
Monthly Spending Limit = amount already spent + (the new daily budget x the number of remaining calendar days)
To learn more about how the system handles mid-cycle updates, review How budget changes take effect .
Budget pacing for a campaign using a shared budget
This change makes it more straightforward to use shared budgets and ad schedules together. All campaigns in the shared budget, with or without ad schedules, will follow the budget pacing behavior described above. Campaign ad spend will continue to be driven by each campaign’s goal (for example, conversions or conversion value).
