Google has introduced new ad budget features for local service ads, including the ability to set a maximum monthly ad spend limit for certain accounts.
Why we care. This update gives advertisers more control over their spending, potentially preventing unexpected budget overruns.
Main features:
- Immediate effect upon taking.
- Automatic stop of the campaign when the limit is reached.
- Monthly reset on the 1st of each month.
- Flexible management – can be updated at any time.
How it works. Advertisers can enable or disable the account spending limit, set a specific monthly limit, view last month’s spending, and monitor current month’s spending and remaining budget through the Local Service Ads interface.
Yes, but. Due to the reporting lag, it is possible that the set limit is exceeded, in particular in the following cases:
- Set a limit for the first time.
- Lower an existing limit.
Advertisers are responsible for paying excess fees if the limit is exceeded.
The trap. If the limit is exceeded, all ads will stop showing until the following month.
Between the lines. This feature addresses a common concern among small businesses and local service providers who need tighter control over their advertising budgets.
Seen for the first time. We were first alerted to this update on Nate Louis’ X:
What’s next. Advertisers should regularly monitor their spending and adjust limits as necessary to maintain ongoing ad viewability, especially when implementing the feature for the first time or during significant budget changes.