This article covers Pacing Type, the setting you choose when creating a campaign that controls how quickly your budget is spent (Evenly, ASAP, or Accelerated). This is a campaign configuration setting, not a reporting tool.
If you are looking to monitor your campaign's current spend health and budget utilization across active ad groups, see the Pacing Dashboard article instead.
Pacing controls how quickly your campaign spends its budget when 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
Spreads your budget evenly over the number of days in your budget period and within each given day. Delivers consistent, predictable spend throughout the day.
Best for: Properties that want stable, all-day visibility and consistent daily activity.
What to expect: Lower peaks, no sudden bursts - steady delivery from morning to night.
ASAP
Invests your budget in every advertising opportunity the moment it arises. Spends as quickly as demand allows.
Best for: Hotels wanting to maximize booking opportunities and capture demand the moment travelers are searching. Works best paired with a daily budget. ASAP, with a monthly budget, can exhaust the full month's budget in the first few days.
What to expect: High spend in peak hours, the daily budget may be fully used by midday or early afternoon.
Accelerated
A blend between Evenly and ASAP. Prioritizes peak demand windows while still distributing spend more broadly than pure ASAP. Aims to keep campaigns active throughout the budget period.
Best for: Hotels targeting peak demand moments (e.g., weekend check-in windows) while maintaining some coverage throughout the period.
What to expect: Higher spend during peak hours, gradual tapering. May still exhaust the budget before the period ends in high-demand markets.
The below demonstrates the possible spend trends over two months on each of the pacing options.
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 combination
Pacing works in tandem with your budget frequency. The most common issue partners face is pairing a monthly budget with ASAP pacing. The system spends the full monthly budget as fast as possible, often exhausting it in the first week. The campaign then has no budget for the rest of the month.
To avoid this, pair ASAP or Accelerated pacing with a daily budget. Even if the daily allowance is exhausted, it resets the next day.
⚠️ Note: While you can change your pacing type at any time, budget frequency (daily, weekly, monthly) cannot be changed after a campaign is created. If you need a different budget frequency, create a new campaign with the correct setting and pause the existing one.
For a full comparison of all budget frequency and pacing combinations, see Pacing & Budget Frequency Best Practices.
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