02/05/2026
Important update for business owners running Google Ads.
Starting June 1, 2026, Google is changing how budget pacing works.
This affects campaigns that use ad schedules.
Until now, pacing was usually based on the days your ads were active.
With the new system, Google will aim to spend the full monthly limit.
Even if your ads run only on certain days or hours.
The good news?
Your ads will still not show outside the schedule you set.
Your billing limits are not changing either.
For most campaigns, Google still caps daily charges at 2x your daily budget.
And monthly charges at 30.4x your daily budget.
The real change is pacing.
Google may spend more aggressively during your active ad windows.
That means limited schedules may need closer budget monitoring.
Especially if you use ad scheduling to control spend.
Check your scheduled campaigns before this update goes live.
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