Google’s change to how they are pacing your Google ads Daily Budget

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Orange announcer guy posing out from phone with a Google ads logo on it and dollar signs in the background

Attention all Google Ads advertisers who use daily budgets and ad schedules: Your spend is about to change!

If you’re reading this before Jun 2026 we hope you have time to adjust your budgets. 

If you’re reading this after June 2026 trying to figure out why your Google ads spend increased, we hope this answers your questions

WHAT is the change Google ads is making to budget pacing

Google announced that it is changing how Google ads utilizes its daily spend limits effective June 1st 2026. 

Pre June 1st 2026 (Google’s old budget pacing):

Advertisers set their daily budget, and google would pace their spend based on the daily budget times the number of active days in the ad schedule. 

  • EX: Your daily budget is $100/day running Monday-Friday (about 21 days in a month). Your monthly spend would come out to $2,100.

Post June 1st 2026 (Google’s new budget pacing):

Google will pace towards your daily spend times 30.4.

  • EX: Your daily budget is $100/day running Monday-Friday (about 21 days in a month).  Your monthly spend will now come out to about $3,040

That’s right, advertisers who use the ads schedule can expect to see potentially drastic differences in their monthly spend. 

A few things will remain the same:

  1. Google will not spend over  twice your daily budget in a day.
  2. Google still adheres to your ad schedule and does not show ads on days you have blocked. 

WHY is Google changing their Ads Budget Pacing?

Google says it’s making this change to “support more predictable monthly spending for Google ads campaigns… This change ensures your campaigns can achieve their full monthly spending potential, even when they run on a reduced schedule.”

What do we think of the change?

In all honesty, we aren’t too pleased. 

This change is about to have potentially huge impacts on businesses’ spend and there is no way to opt in or out. The change is going to happen whether advertisers realize it or not. 

For people who are involved in their ads account, they can make changes to accommodate for this new pacing. But, we know there are plenty of small businesses out there that won’t notice until the end of June when their advertising  bill is way higher than they planned. 

I understand having tools to help advertisers reach their monthly budget more efficiently. In fact, most of our clients, and people in marketing, set advertising budgets as monthly goals not daily. So yes, 100%,  making it easier to reach a monthly budget is welcome. However, I would have liked to have seen this as an additional spend option not a reconfiguring of active budgets. People have set up entire programs around daily budgets, because that was the only option, so we predict Google’s switch up in June to create big waves for businesses across the platform.   

So come June 2026, if you look at your spend and go “oh sh*t why did my advertising spend increase this month?” it is likely because of the changes Google made to how they are pacing their Google ads budgets. 

Hopefully you are catching this now and adjusting your budgets accordingly!

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