Budget pacing

Budget pacing tracks and adjusts advertising spend against the available budget and remaining campaign time.[2] The budget type matters: Google Ads uses an average daily budget.[1] This is not identical to spending the same amount every day.[3] Pacing concerns the trajectory of expenditure, not the bid for an individual click.

For a limited store promotion, check whether funds will run out too early or remain largely unused. Compare actual expenditure with the remaining period, available stock and campaign objectives. Even spending is not always appropriate when demand varies by day. Adjusting the pace also does not automatically make the resulting sales profitable.