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Monthly spending limit

The monthly spending limit is the most that Google Ads can charge for one campaign over a month, worked out from the campaign's average daily budget.

How it works

A campaign’s budget is an average per day, not a hard daily stop. On a busy day Google may spend up to twice that amount; on a quiet day, less. Over the month, Google charges no more than the monthly spending limit: the average daily budget times 30.4, the average number of days in a month. The daily budget and the monthly cap work as a pair, so you read budget pacing over the month rather than day by day.

The limit applies to campaigns with an average daily budget. A campaign with a campaign total budget has one sum for its whole run instead. The account budget is a separate cap: it limits the whole account’s spend over a set period and is tied to billing.

Formula

Average daily budget × 30.4

Example

Example store, not client data.

The tableware shop runs its campaign on an average daily budget of 1,500. The monthly spending limit is 1,500 × 30.4 = 45,600, and Google can spend up to 1,500 × 2 = 3,000 on a single day. The shop spent 40,000 in the month: the limit is a ceiling, not a commitment.

Not to be confused with

  • Budget — the average daily amount you set. The monthly spending limit follows from it; you do not set it separately.
  • Campaign total budget — one sum for a campaign with fixed start and end dates, set instead of a daily budget.

Right and wrong readings

  • Wrong: “With a budget of 1,500, spending 3,000 on Tuesday is an error.” Right: Google can spend up to twice the average daily budget on a single day; the cap that holds is the monthly one, 45,600.
  • Wrong: “A 31-day month allows 31 × 1,500 = 46,500.” Right: with the budget unchanged all month, the multiplier is 30.4 whatever the month’s length, so the limit stays 45,600.

Sources