Daily budget
Advertising
Advertising
A daily budget is the amount you let an ad campaign spend per day; platforms settle over a period and can spend up to roughly double on busy days.
Google and Meta use a monthly average: a day above your daily budget is offset by days that come in lower. So judge spend per week or month, not per day.
Set budgets so a campaign can gather enough conversions per week to learn. Five campaigns on tiny budgets almost always do worse than one campaign with a realistic budget.
In practice
Adjusting budgets daily. Every change disrupts the learning phase; work in fixed periods and judge on enough data.
Related terms
- CPCCPC is the price you pay per click on your ad. Your average CPC is ad spend divided by clicks.
- CPACPA is ad cost per conversion: total spend divided by conversions, such as enquiries or purchases.
- TargetingTargeting is deciding who sees an ad or message: based on keyword, interest, behaviour, location, attributes or your own customer lists.
- Smart biddingSmart bidding is automated bidding in Google Ads, where the system sets a bid per auction using conversion data and signals like device, location and time.