Week 9 of the Google Ads specialisation is optimisation and budgeting. Before you can optimise, you need to understand how money moves through a campaign: the budget limits spending, and the bid strategy decides how each auction is approached.
Average daily budget
In Google Ads, each campaign has an average daily budget. Google Ads Help explains two important rules:
- On any single day, a campaign can spend up to twice its average daily budget, to take advantage of days with more searches.
- Over a month, it will not charge more than 30.4 times the average daily budget. That number is roughly the average days in a month.
So if a client can afford a certain amount per month, divide it by 30.4 to find the daily budget. Explain to the client that some days will be higher and some lower, and that the monthly limit protects them.
Setting a budget
- Start with what the client can afford to learn with. A campaign needs enough clicks to give useful data, but no amount is "correct" for every business.
- Agree it in writing, including who pays the platform and how.
- Avoid spreading a small budget across many campaigns. One focused campaign learns faster than five starved ones.
- Watch whether the budget limits the campaign. Google Ads shows when a campaign is "limited by budget", which means it could show more often with more money.