Budget frequency and pacing work together to determine how your campaign spends its budget and how consistently your property appears in sponsored placements.
Choosing the right combination helps balance visibility, budget utilization, and campaign longevity. This article explains each option and when to use it.
Budget Frequency: How often does your budget reset
Daily: Budget resets every 24 hours. Your campaign can spend up to the daily budget before pausing until the next reset. Recommended for most advertisers.
Weekly: Budget resets every Monday. Best for properties with predictable weekly demand patterns, such as stronger weekday or weekend performance.
Monthly: Budget resets on the first day of each month. Provides a larger budget pool, but if it's exhausted early, your campaign pauses until the next monthly reset.
Custom: A single budget covers the entire campaign duration between the selected start and end dates.
Important: Budget frequency cannot be changed after a campaign is created. If you need a different budget frequency, you'll need to create a new campaign.
Pacing: How quickly is the budget spent
ASAP: Prioritizes capturing as many eligible auction opportunities as possible, spending your budget quickly when demand is high. Works best with daily budgets. High volume periods will burn through the daily budget quickly, then pause until tomorrow.
Evenly: Spreads your budget evenly over the number of days in the budget period and within each given day. Ideal if you want consistent visibility throughout the selected budget frequency.
Accelerated: Prioritizes high-demand periods while attempting to distribute spend throughout the budget period. Depending on demand, the budget may still be exhausted before it resets.
Recommended combinations
Goal | Recommended Setup | Why |
Consistent visibility | Daily budget + Evenly pacing | Maintains steady spend throughout the day |
Maximise exposure | Daily budget + ASAP pacing | Captures as many opportunities as possible while benefiting from a daily budget reset |
Focus on peak demand | Daily or weekly budget + Accelerated pacing | Prioritizes higher-demand periods while maintaining campaign activity longer |
Prevent budget exhaustion | Daily budget (any pacing) | Daily resets reduce the risk of campaigns remaining inactive for extended periods |
Why monthly ASAP can be risky
A Monthly budget + ASAP pacing combination is the most likely setup to exhaust your budget before the end of the month. The system spends the full monthly allowance as fast as possible. In high-demand markets, this can happen much earlier than expected during periods of high demand. The campaign then pauses for the remainder of the month with no visibility.
If you're using monthly budgets, consider switching to Evenly or Accelerated pacing to spread that budget across the month, or use a daily budget instead.
Budget Frequency vs. Pacing for seasonal campaigns
For seasonal campaigns, such as summer promotions or holiday periods, a Custom budget combined with ASAP or Accelerated pacing is often the best choice. This allows your campaign to spend the allocated budget within the defined promotional window instead of resetting daily or monthly.
Which setup should I choose?
If your goal is... | Recommended setup |
Always stay visible | Daily + Evenly |
Maximize bookings | Daily + ASAP |
Focus on busy periods | Daily or Weekly + Accelerated |
Promote a limited-time campaign | Custom + ASAP or Accelerated |
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