Ad spend cap.In plain English.

Each platform budgets differently. A Google Ads campaign can spend up to twice its average daily budget on a busy day, but no more than 30.4 times it in a month, so set the daily figure at your monthly cap divided by 30.4.

Google Ads also has account budgets, which cap spending across a set period, and campaign total budgets, which cap a campaign that runs for a fixed number of days.

Local Services Ads take a weekly budget that works as a target, with a monthly maximum of the weekly budget times 30.4, divided by 7. Google is moving US Local Services Ads into Performance Max pay-per-lead campaigns, where the weekly budget becomes a daily one.

A cap across all of these keeps total spend predictable. Damex runs paid ads within a budget cap the client sets, with ad spend billed to the client's own accounts.

Example: a $3,000 monthly cap for one Google Ads campaign means an average daily budget of $98.68, because Google can spend up to 30.4 days' worth of the daily budget in a month.