TL;DR Summary:
Budget Pacing Overhaul: Google Ads changes from March 1 make scheduled campaigns spend full monthly budgets more aggressively during restricted hours.Spending Limits Unchanged: Daily cap stays at twice average budget and monthly at 30.4 times daily, with ads off on unscheduled days.Strategy Adjustment Needed: Review and lower daily budgets if you want controlled spending in limited hours to match your goals.Google Ads Changes Budget Pacing Rules for Scheduled Campaigns
Google is rolling out changes to how Google Ads budget pacing for ad scheduling works. Starting March 1, the platform will spend your monthly budget differently when you use ad scheduling features.
The update affects how Google spreads your advertising dollars throughout the month. Your campaigns will still only run during scheduled hours, but the system will now try to reach your full monthly spending limit regardless of your schedule restrictions.
What Changes in March for Budget Distribution
Google sent emails to advertisers explaining the new approach. Your monthly spending limit stays the same at 30.4 times your average daily budget. However, Google’s systems will now work harder to spend up to this limit even when your ads don’t run all day.
The daily spending rules remain unchanged. You’ll never pay more than twice your average daily budget in one day. Your monthly limit also stays at 30.4 times your daily budget.
Your ads will never run on days when you turn them off through ad scheduling. Google made this point clear after advertisers expressed concerns about the changes.
Why Google Made These Budget Pacing Updates
Google Ads Liaison Ginny Marvin explained the reasoning behind these changes. The update aims to align budget pacing with what advertisers expect for monthly spending limits.
Many advertisers use ad scheduling to control when their ads appear. Some run ads only during business hours or specific days. Under the old system, these campaigns often spent less than their monthly limits because of restricted schedules.
The new Google Ads budget pacing for ad scheduling system addresses this gap. It helps ensure more consistent monthly spending for customers who want to maximize their budget usage.
How This Affects Your Campaign Strategy
Your campaign goals remain the primary driver of ad spend. Whether you focus on conversions or conversion value, these objectives still guide your spending patterns.
Google recommends reviewing your daily budgets in scheduled campaigns. If your spending goals don’t match the new pacing approach, adjust your budgets accordingly.
For example, if you only want to spend during business hours, you might need to lower your daily budget. This prevents the system from trying to spend your full monthly allocation during limited hours.
The change has no impact on ad scheduling itself. Your ads continue running only during the times you select. The difference lies in how aggressively Google tries to spend your budget during those scheduled periods.
Planning for the March Rollout
Google will gradually implement these changes starting March 1. Not all accounts will see updates immediately, but the rollout will continue over time.
Review your current ad scheduling setup before the changes take effect. Look at campaigns that use both daily budgets and ad scheduling features. These campaigns will be most affected by the update.
Consider your monthly spending goals for each campaign. If you want to spend less because of limited schedules, adjust your daily budgets downward. If you want consistent monthly spending regardless of schedule restrictions, the new system should help.
Understanding Long-Term Budget Impact
The update reflects Google’s focus on helping advertisers achieve predictable monthly spending. Many businesses budget for advertising on a monthly basis rather than daily.
Google Ads budget pacing for ad scheduling changes aim to reduce the guesswork in monthly budget planning. Instead of wondering if your scheduled campaigns will spend their full allocation, you can expect more consistent monthly totals.
This change also affects how you analyze competitor advertising patterns. Understanding how long competitors run their scheduled campaigns becomes more important when budget pacing changes.
Speaking of competitor analysis, have you considered tracking how long your competitors actually run their ads before changing or stopping them? Tools like AdPeekr reveal whether those winning ads you want to copy actually ran for months or burned out after just a few days.
