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Budget

The daily spend limit of a campaign.

How it works

It is a ceiling, not a plan: with no demand the money simply is not spent. Google may go over the daily limit on individual days, but keeps the average within the month.

Example

A daily budget of 1,500 across 30 days gives a ceiling of 45,000.

40,000 was spent — the budget caps you, it does not commit you: with no demand the money stays where it is.