Free tool · June 2026 pacing rules
Since June 1, 2026, Google paces every scheduled campaign toward its full monthly limit — daily budget × 30.4 — no matter how many days your ad schedule allows. Enter your budget, month-to-date spend, and schedule to see your real pace, where the month is heading, and the daily budget you should be running instead.
The daily budget set on the campaign
Month-to-date cost through yesterday
What you actually want to spend this month
Ad schedule
Days drive the monthly math. Hour windows change where spend lands inside a day, not how much Google bills for the month.
Enter your daily budget and month-to-date spend to see your pace, projection, and the month charted day by day. The math runs against the real calendar — this month on your schedule, not a 30.4-day approximation.
Formulas: monthly limit = daily budget × 30.4. Effective daily spend = min(2 × daily budget, monthly limit ÷ scheduled days). Pace = month-to-date spend ÷ (completed scheduled days × effective daily). Projection re-paces the remaining limit over remaining scheduled days, capped at 2× per day. All math runs in your browser — nothing is stored or sent anywhere.
The mechanics
Before the change, Google paced spend to the days your ads actually ran: a weekdays-only campaign aimed its daily budget at ~22 weekdays, so the daily budget worked like a daily cap. Now Google paces toward the full monthly limit — daily budget × 30.4 — however few days your schedule allows. Ads still never serve outside your schedule; the same monthly money is simply compressed into fewer windows.
Effective daily spend = min(2 × daily budget, (daily budget × 30.4) ÷ scheduled days per month). At $100/day on weekdays only, that’s $3,040 across ~22 days — about $138 per active day, 38% above the budget you set. Weekends-only is the extreme case: 8 days can’t absorb $3,040 under the 2× daily billing cap, so spend lands at 8 × $200 = $1,600 — double the old behavior. A campaign running all seven days barely moves.
Google’s pacing is not a straight line — it re-plans daily, spreading whatever remains of the monthly limit over the scheduled days left, never billing more than 2× your daily budget on any one day. The projection here runs that exact simulation against the real calendar, starting from your actual month-to-date spend. That is why it can diverge from your naive run rate: if you are behind, Google catches up; if your schedule is tight, the 2× cap says how fast it can.
The standard advice for holding a monthly target is daily budget = target ÷ 30.4. That only works when your schedule runs ~16+ days a month. Fewer than that and the 2× daily cap binds first: an $800 weekend-only target ÷ 30.4 sets $26.32, which the cap limits to about $421 — a 47% miss. On tight schedules divide by 2 × active days instead. This calculator picks the right divisor for your schedule automatically.
FAQ
Google Ads multiplies your average daily budget by 30.4 — the average number of days in a month. A $100 daily budget means Google can bill up to $3,040 in a calendar month, and up to $200 (2× the daily budget) on any single day.
Since June 1, 2026, Google paces campaigns that use ad scheduling toward the full monthly limit (daily budget × 30.4) no matter how many days the schedule allows. A weekdays-only campaign now compresses ~30.4 days of budget into ~22 active days — about 38% more spend per active day at the same daily budget setting.
Yes. Google can spend up to 2× your daily budget on any single day. Your monthly bill is still capped at 30.4× the daily budget, and days of overdelivery beyond that cap are credited back. Under the 2026 pacing rules the 2× days happen far more often on scheduled campaigns.
Divide month-to-date spend by expected spend to date. Expected spend is the number of scheduled days already completed × your effective daily spend, where effective daily spend = min(2× daily budget, 30.4× daily budget ÷ scheduled days in the month). Over 100% means over pace; under means behind.
Set daily budget = monthly target ÷ 30.4 when your schedule runs 16 or more days a month. On tighter schedules the 2× daily cap binds first, so divide by (2 × active days) instead — the common ÷30.4 advice under-spends a weekends-only schedule by nearly half.
Yes. Google confirmed ads will never serve on days or hours your ad schedule disables. What changed is that the schedule no longer acts as a soft monthly spending cap — the same monthly budget is now spent inside fewer windows.
Adscriptly Signals
The new pacing pushes more money through the same windows. Adscriptly sends qualified outcomes — scored leads, real calls, closed deals — back to Google Ads, so the extra spend optimizes toward profit instead of noise.