"Your monthly spending limit remains 30.4 times your Average Daily Budget. However, our systems will now proactively attempt to spend up to this limit regardless of a campaign's Ad Schedule. This change can help ensure a more consistent monthly spend for customers. Spending limits will remain the same: you'll never be billed more than twice your Average Daily Budget in a single day or 30.4 times your Average Daily Budget per month."
"First, I just want to underscore that this has no impact on ad scheduling itself, and ads will continue to only run during your scheduled times. We're making this change to better align budget pacing functionality when ad scheduling is place with advertisers' expectations for monthly spending limits (30.4x daily budget for campaigns using daily budgets). Ad spend will continue to be driven by the campaign's goal, e.g. conversions or conversion value."
Starting March 1, 2026 Google will roll out a change to Google Ads average daily budget pacing for campaigns using Ad Scheduling. Systems will proactively attempt to spend up to the monthly limit of 30.4 times the Average Daily Budget regardless of a campaign's Ad Schedule to promote more consistent monthly spend. Spending caps remain unchanged: a campaign will never be billed more than twice the Average Daily Budget in a single day or more than 30.4 times the Average Daily Budget per month. Campaigns will not run on days turned off via Ad Schedules. Advertisers should review and adjust daily budgets to align monthly spend with goals. Ad spend continues to be driven by campaign goals such as conversions or conversion value.
Read at Search Engine Roundtable
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