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Power your business by taking control of your budget

Discover how Google Ads can help you get the most out of your investment.

Get the most from your budget

With Google Ads, you decide how much you spend on your campaigns. To optimize your investment and control advertising costs, you’ll need to understand key budget concepts and how they work together. We’ll help you do both.

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Cost-per-click

CPC bidding means you pay for each click on your ads. In CPC campaigns, you set a maximum cost-per-click bid (or “max. CPC”) unless you make large adjustments or use Enhanced CPC.

Average daily budget

Your average daily budget specifies how much you’re comfortable spending each day for the month. You can adjust it anytime.

Monthly spending limit

Your monthly spending limit is the most you’ll spend on a campaign in a single month. It’s calculated by multiplying your average daily budget by the average number of days in a month.

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Tutorial: How Google Ads budget pacing works

Learn the importance of budget pacing, how it works, and how to use your budget report to understand how your average daily budget determines campaign spending limits.

Watch the tutorial