Daily Budget in Ads Manager

Marc Fevrier

June 20, 2025 15:07

What Is a Daily Budget?

A Daily Budget lets you set an average daily spend for your ad groups. Unlike a Lifetime Budget, which sets a total spend for the entire campaign duration, a Daily Budget gives you more flexibility and control over your day-to-day and weekly ad spend.

With Daily Budgets, you can:

Set an average daily spend target
Run campaigns indefinitely without a specified end date
React quickly to campaign performance and insights

Daily Budgets are supported across all device types: Mobile, Desktop, CTV, OTT, and Audio.

How Daily Budget Works

We’ll aim to spend your daily budget amount each day, but actual daily spend may vary based on opportunity and performance.

📌 Important: Your weekly spend will never exceed 7x your daily budget.

Example

If your daily budget is $100, you may spend:

$110 on Monday
$95 on Tuesday
$85 on Wednesday
...but the weekly total will not exceed $700.

Setting a Daily Budget in Ads Manager

When creating a new campaign:

Check the box labeled Daily Budget in the ad group settings
A tooltip will remind you: “Once saved, this setting cannot be changed”
All other setup steps remain the same

On the Budget & Schedule page:

Enter your daily budget
By default, there’s no end date (you can set one if desired)
Once the campaign starts, the daily budget cannot be edited
To update budget over time, use the Time Period Budget feature

Managing Time Period Budgets

You cannot edit past dates
You can extend or edit the current or future end dates
No gaps are allowed between time periods
To stop a campaign, either pause the ad group or edit the end date

Reporting

You’ll see:

Budget: Total budget = Daily Budget × # of campaign days
Spend: Total amount spent
Pacing: Shows as Daily Pacing

This info is visible in all dashboards, exported reports, and the report scheduler.

Guardrails & Requirements

Daily Budget is available only at the ad group level
Minimum spend = equivalent of 250 impressions/day
- e.g. $6.25/day for $25 CPM (CTV) or $1.25/day for $5 CPM
Only CPM bid type is supported
No minimum lifetime budget required

Frequently Asked Questions

Is Daily Budget available at the campaign level?
Not yet. It's only supported at the ad group level for now.
Why is my daily spend less than the daily budget?
Daily spend may fluctuate due to changes in demand, competition, or targeting. We optimize for performance and opportunity, not just spend.