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Campaign total budget

A campaign total budget is one fixed sum for a campaign's whole run, from start date to end date, that Google spreads across the days instead of a daily budget.

How it works

You give a campaign one sum and fixed start and end dates. Google sets each day’s spend itself, aiming to use the whole sum by the end date. The sum is a cap for the campaign’s whole run, not a daily limit, and Google says you won’t overspend it.

According to Google, it works in Search, Standard Shopping, Performance Max, Demand Gen and YouTube campaigns with set start and end dates. You choose the budget type when you create the campaign and can’t change it later. A total budget also can’t be shared with other campaigns.

A fixed sum suits a sale, a launch or a clearance of slow stock. Our guides explain when a store should use a total budget and which tool fits a short sale.

Example

Example store, not client data.

The tableware shop runs a 10-day clearance campaign with a total budget of 12,000. After 4 days it has spent 6,000. That leaves 6,000 for 6 days, or 1,000 a day on average. Over the whole run, Google can charge no more than 12,000.

Not to be confused with

  • Budget — an average daily budget: one day can spend more than it, a month no more than 30.4 times it. A total budget has no daily cap.
  • Shared budget — one budget for several campaigns. A total budget belongs to one campaign.
  • Seasonality adjustment — tells Smart Bidding to expect a short change in conversion rate. It sets no budget.

Right and wrong readings

  • Wrong: “12,000 for 10 days means 1,200 a day.” Right: Google sets each day’s spend itself, aiming to use the whole sum by the end date. There is no daily limit, so a single day can take more than a tenth.

Sources