Daily Budget

From Adylitica

A daily budget is the budget that tells Google how many ads you can afford to appear each day.

During each day, Google will try as quickly as possible to spend your ad budget, and then cut off your ads when the budget is reached.

Google's daily budget policy

One twist is that Google's budget policy is actually to spend up to 120% of daily ad budget each day, and then even the budget out over subsequent days if the budget is exceeded.

Because this could policy could theoretically result in an overflow of budget from month to month, Google will round down the number of dollars spent in the month and never charge more than a set monthly rate that is the daily budget multiplied by the number of days in the month.