What is budget?

Budget is the amount of money you want to spend on displaying your ads. It can help you to keep costs down by managing your own resources. It helps you to control your overall spending for a campaign or ad group, just as a bid strategy helps to control your cost per result.

Campaign budget and ad group budget

You can set an overall budget for your campaign, or set individual budgets for your ad sets.

• Campaign budgets: Campaign budgets can simplify campaign setup and reduce the number of budgets you have to manage manually. They help you get the most results possible from your campaign at the lowest cost, and work best if you’re flexible with how the budget is spent across ad sets.
• Ad group budgets: You may choose to set individual budgets for your ad sets if you want more control over delivery within specific ad sets. This can be useful if you have mixed optimization goals and bid strategies, or large differences in audience size between ad sets.

Learn more about Budget Best Practices 

Daily budget and lifetime budget 

For both campaign budget and ad group budget, you can choose whether your budget applies to each day, or over the entire lifetime of the campaign or ad set.

• Daily budget: The average amount you want to spend on an ad set or campaign each day. Daily budgets are not a hard cap. They can work well if you want to spend roughly the same amount each day to achieve consistent daily results for your campaign or ad set.
• Lifetime budget: The total amount you’re willing to spend over the entire run-time of your campaign or ad set. Lifetime budgets are a hard cap, not an average. They can be useful if you don’t want to exceed a certain spend amount, and work best if you have flexibility on how much you want to spend each day.

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