04/06/2026
Google Ads changed the budget pacing rules for scheduled campaigns on June 1, 2026, which could mean spending well beyond your plan.
Previously, if your campaign ran on a reduced schedule (say, weekdays only), Google paced your spend to daily budget × the number of active days.
Now, Google's pacing system will attempt to spend up to the full monthly cap of 30.4× your daily budget, regardless of how many days your ad schedule is active. What that looks like in practice: a $100/day campaign running 22 days a month used to pace toward $2,200. The same campaign now paces toward $3,040.
The guardrails haven't changed
You'll never be charged more than 2× your daily budget in a day or 30.4× per month, and campaigns still won't run on days you've turned off. But Google will now compress more spending into your active days.
A few things worth knowing:
- Applies to Search, Performance Max, Display, Video, Shopping and other campaign types that support ad scheduling
- Only affects schedules that pause campaigns on specific days. Hourly dayparting is unaffected.
- Shared budgets follow the same new pacing behaviour.
If you've been using day-of-week scheduling as a budget control, it's time to revisit your daily budgets. The same number, but very different monthly outcomes.
Link to Google's announcement in the first comment.
