Daily Budget

What is a Daily Budget?

A Daily Budget is a feature that allows you to set an average spend for your ad groups each day. Unlike a Lifetime Budget, which manages a total spend for a fixed duration (e.g., an entire campaign duration), a Daily Budget offers the flexibility to run campaigns indefinitely and maintain tighter control over daily fluctuations.

Key Benefits

• Continuous Presence: Run campaigns without a mandatory end date. 
• Flexibility: Easily adjust to real-time performance and market insights. 
• Broad Support: Available across the following channels: Mobile Desktop, CTV, OTT, Audio) .

How It Works

We aim to spend your designated amount every 24 hours. However, because ad inventory fluctuates, your actual daily spend may vary slightly based on performance and opportunity.

📌 Important: To protect your spend, the system ensure your weekly total never exceeds 7x your daily budget. 

For example, if your daily budget is $100:

• Monday: You might spend $110
• Tuesday: You might spend $95
• Wednesday: You might spend $85
• ...but your total spend for the week will not exceed $700

Setting Up Your Budget

Step 1: In Manual Campaign setup

Check the Daily Budget box in the ad group settings. All other setup settings remain the same

• Note: This setting is permanent for the ad group once saved. A tooltip will remind you: Once saved, this setting cannot be changed.

Step 2: In Budget & Schedule section

• Enter the daily amount. By default, campaigns have "No End Date," but you can add one if preferred.

• To update budget over time, use the Time Period Budget feature.

• Note: Once the campaign starts, the daily budget cannot be edited

Managing Time Period Budgets

• Current & Future Edits: You can extend or modify only current and future dates. Historical budgets cannot be edited. 
• No Gaps: Schedule periods must be continuous (no breaks between dates).
• Stop Campaign: Either pause the ad group or edit the end date to stop the campaign from delivering.

Guardrails & Requirements

• Daily Budget is available only at the ad group level
• Only CPM bid type is supported
• Minimum spend must be the equivalent of 250 impressions/day
  • Example: $6.25/day for a $25 CPM (CTV) or $1.25/day for $5 CPM
• No minimum lifetime budget required

Reporting

When using a Daily Budget, Ads Manager calculates your totals based on the active flight duration.

Total Budget = Daily Budget Amount x Total Days in Flight

For example, if your Daily Budget is $50 and your campaign runs for 30 days, your reported Total Budget will be $1,500 ($50 a day x 30 days in flight = $1,500 total budget)

Frequently Asked Questions

1. Is Daily Budget available at the campaign level? Currently, the Daily Budget feature is supported only at the ad group level.
2. Why is my daily spend less than the daily budget? Daily spend may fluctuate due based on market demand, auction competition, and specific targeting parameters. Our system optimizes for performance and opportunity rather than simply pacing to hit a spend limit.
3. If my campaign is inactive for several months, will the budget "accumulate" once I restart it? No. Daily budgets do not accumulate over time. Once the campaign is active, the system will only aim to spend your designated daily amount for that specific 24-hour period, regardless of prior spend history.  
4. Can I change my daily budget once my ad group has started to spend? Yes.
5. Can I use Daily Budget for an ad group scheduled to run for less than one day? It's not recommended to use Daily Budget for flights < 1 day as it will likely not fully spend. It's better to use Lifetime Spend.