Google is sending out emails to advertisers announcing a change to how average daily budget pacing works for campaigns using Ad Scheduling, starting March 1, 2026.
Going forward, Google Ads will proactively attempt to spend up to the full monthly limit of 30.4 times your average daily budget, regardless of how your ad schedule is configured.
While ads will still not run during hours or days set to off, the system may spend more aggressively during eligible time windows to reach the monthly cap.
Daily spending limits remain unchanged, with a maximum of 2 times the average daily budget per day.
This update may lead to heavier budget concentration during active hours, particularly for advertisers running weekday or business hour only schedules. Google recommends adjusting budgets if monthly pacing goals could be affected.
Ginny Marvin clarified that campaigns may spend up to this monthly cap, but never more than 2 times the daily budget on a single day. Additionally, spend is still driven by campaign goals. With Maximize Conversions or Maximize Conversion Value without a target, the system aims to spend the full daily budget. With CPA or ROAS targets, bidding focuses on hitting efficiency goals, and spend may increase if more conversions are available at the target. Advertisers should review and adjust daily budgets to ensure they align with monthly spend goals, especially when using ad scheduling.
This update was shared by Jordan Fry.