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.
Tip
Work in fixed periods for your budget instead of adjusting it daily. That gives the learning phase the stability it needs, so you can 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.