This article covers Pacing Type, a campaign setting that influences how your budget is distributed when advertising opportunities are available: Evenly, ASAP, or Accelerated. This is different from the Pacing Dashboard, which helps you monitor current budget utilization across active ad groups.
Pacing influences how your campaign distributes spend as advertising opportunities become available. Choosing the right pacing type helps you stay visible throughout your campaign window without burning through funds too early.
The three pacing options
Evenly
Distributes available budget more evenly across the budget period and throughout the day.
Best suited for: Advertisers looking for more consistent spend distribution across the campaign period.
What to expect: A steadier spend pattern with less concentration during higher-demand periods. Actual spend will still depend on available advertising opportunities and campaign settings.
ASAP
Prioritizes spending budget as advertising opportunities become available, rather than distributing it evenly over time.
Best suited for: Advertisers who want to capture available demand more aggressively.
What to expect: Spend may be more concentrated earlier in the budget period when sufficient opportunities are available.
When paired with a monthly budget, ASAP may use a significant portion of the budget earlier in the month if demand and campaign conditions allow.
Accelerated
Balances broader spend distribution with greater emphasis on available demand than Evenly pacing.
Best suited for: Advertisers looking to capture stronger demand periods while maintaining broader coverage across the budget period.
What to expect: Spend may be higher during periods of stronger demand and may taper as the available budget is used.
The example below illustrates how spend distribution may differ by pacing type. Actual campaign spend will vary based on demand, budget, bidding, targeting, and other campaign settings.
How to set or change pacing
Go to Campaigns and click + Create Campaign, or hover over an existing campaign and click the pencil icon (✏️).
Under Campaign Settings, find the Pacing field.
Select your preferred option.
Save.
Pacing + Budget Frequency
Pacing works together with your selected budget frequency. The combination you choose can influence how quickly budget is made available and distributed throughout the campaign period.
For example, pairing ASAP pacing with a monthly budget may result in a larger share of the monthly budget being used earlier in the month when sufficient advertising opportunities are available. With a daily budget, the available budget resets each day, which can provide more consistent daily budget availability.
Consider your campaign goals and desired spend distribution when selecting both pacing type and budget frequency.
Note: You can update pacing after campaign creation, but budget frequency (daily, weekly, or monthly) cannot be changed. If you need a different budget frequency, create a new campaign using the preferred setting and pause the existing campaign.
For a full comparison of all budget frequency and pacing combinations, see Pacing & Budget Frequency Best Practices.
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