Last Updated on 3 years by School4Seo Team

One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the Google Ads system works?

• Google Ads automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results
• Due to changes in traffic, Google Ads allows up to 20% more impressions in a day than the budget specifies
• To show an ad more often, Google Ads charges more than the average daily budget amount multipled by 30.4
• Due to changes in traffic, Google Ads allows up to 20% more clicks in a day than the budget specifies. However, in any given month, Google Ads never charges more than the average daily budget amount multiplied by 30.4

The correct answer is: Due to changes in traffic, Google Ads allows up to 20% more clicks in a day than the budget specifies. However, in any given month, Google Ads never charges more than the average daily budget amount multiplied by 30.4

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Explanation: When your ads are shown more often, your total daily cost might be up to 2 times your average daily budget, unless you’re paying for conversions. If you pay for conversions, your daily costs may be more than 2 times your daily budget. However, with all Google Ads campaigns you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4).

Read more here: https://support.google.com/google-ads/answer/2375423