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Google Ads Announces New Monthly Spend Limits Option

Google Ads Offers Monthly Spend Limits
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Google has announced that as of June 1, advertisers will be able to set monthly spend limits at the account level. This has been a hot topic amongst digital advertisers for years. Advertisers managing multiple campaigns can now better manage their clients monthly budgets while reducing the chance of an overspend.

Functioning similarly to lifetime budgets on Facebook, monthly budget limits in Google Ads allow you to layer on an account level monthly spend cap on top of your daily budgets. This is the first time in history we’re truly able to control our spend at the account level!

By definition from Google, a monthly spend limit is the “maximum amount you can pay for a campaign over a month.” How it works is it will override your campaign’s daily budget to stop at a certain threshold.

Because this will be set at the account level, if you’re running multiple campaigns, you’ll want to account for all of them when setting your limit. This means that, while monthly spend limits will be a stellar money-saving tool, you won’t want to take advantage of it to the point where you restrict your performance by setting that monthly limit too low.

Getting Set Up With a Monthly Spend Limit in Google Ads

Since this is set at the account level, you’ll find that setting up your monthly account spend limit is actually in a different spot than where you’d set your daily budgets. Here’s where to go and what to do:

  1. In Google Ads, in the top right-hand side of the toolbar, click into Billing
  2. On the left-hand menu, click into Settings
  3. Once there, you can select the option to create a Monthly Spend Limit

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