Budget pacing changed so scheduled campaigns pace toward the full 30.4x monthly limit

Campaigns using ad scheduling now pace toward the full monthly spending limit (30.4 times the daily budget) even if ads are only eligible on some days, rather than scaling to the number of active days. The 2x daily cap still applies.

Google communicated the change by email to affected accounts (first surfaced publicly on LinkedIn February 19, 2026) with a March 1 effective date rolling out in waves. Search Engine Land later reported a further wave with a June 1, 2026 date. Advertisers who limited days to cap spend may see monthly spend rise; lowering the daily budget is the recommended fix.