Google Ads Budget Pacing For Ad Scheduling Updated

02/20/26
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Ads Budget Pacing Changes Effective March 2026

Google Ads will update its budget pacing starting March 1, 2026, affecting campaigns using Ad Scheduling. Advertisers’ monthly spending limits remain unchanged, but the system will more proactively spend up to the monthly cap regardless of the ad schedule. Ads will still only run during scheduled times, ensuring no overspending on off-schedule days. Marketers should adjust daily budgets to align with new pacing behavior and monthly spending goals.

Optimixed’s Overview: Key Insights on Upcoming Google Ads Budget Pacing Adjustments

Understanding the March 2026 Google Ads Budget Pacing Update

Google has announced a significant update to how it manages average daily budget pacing for advertisers using Ad Scheduling. This change aims to create a more consistent spend pattern throughout the month while respecting existing budget limits.

Core Elements of the Change

  • Monthly Spending Limit Unchanged: Advertisers will still be capped at 30.4 times their average daily budget per month.
  • Proactive Spending: Google’s system will attempt to spend closer to the monthly limit regardless of daily ad schedules, smoothing out budget usage.
  • Ad Scheduling Integrity: Ads will only run during the times specified in the campaign’s ad schedule—no changes to when ads are served.
  • Daily Spend Caps: Daily spend will not exceed twice the average daily budget, maintaining control and predictability.

Recommendations for Advertisers

Given these updates, advertisers should:

  • Review and Adjust Daily Budgets: Ensure daily budgets align with monthly spending expectations to avoid under- or overspending.
  • Monitor Campaign Performance: Track how the pacing changes impact campaign goals such as conversions and conversion value.
  • Understand Scheduling Impact: Remember that ad scheduling remains fully respected; no ads will run outside scheduled hours.

Summary

This Google Ads budget pacing update enhances spending consistency without altering ad scheduling mechanics or overall budget limits. Advertisers are encouraged to prepare by reviewing budgets to maintain alignment with their marketing objectives.