Monthly Budgets only available for new Campaign Creation Flow
Beginning July 2025, we have started to slowly roll out a new campaign creation process for a better user experience and added features. Some customers may not yet see this experience, therefore may have fewer settings available than described here. To get expedited access, please reach out to your Customer Success Manager. Learn more.
Daily and Monthly Budget
You can set up the budget for your campaign Daily or Monthly based on your preferences.
- The Monthly Budget can be prorated (based on the number of days left in the month), or you can use the entire monthly budget for the number of days remaining in the month.
- When you select Daily Budget, you are setting an average. On days when your campaign sees an increased opportunity to drive results, you may spend up to 20% more; then there may be days that your entire budget is not spent in order to maintain your set average daily budget.
Discrepancies between Daily Budget and Spend
Spend accounts for how much of your budget we use to auction for your ad impressions to reach your target audience. Spend is influenced by the following factors:
- Your audience size: Targeting large audiences increases your advertising reach and helps you get in front of more potential customers.
- The variety of ad sizes you add to your campaign: Uploading multiple ad sizes to your campaigns will secure premium inventory space.
- The amount you bid for each ad placement: Our proprietary BidIQ® algorithm evaluates each person based on their level of intent, the inventory available, and seasonal factors.
If you notice that Daily Spend is higher than your specified Daily Budget, that means your campaign is spending more on days with more opportunities and less on other days. Factors like weekends, seasonality, and holidays can all impact how many opportunities are available each day.
When you set your Daily Budget, you are setting an average. On days when your campaign sees an increased opportunity to drive results, you may spend up to 20% more; then there may be days that your entire budget is not spent in order to maintain your set average daily budget.
This flexibility allows your campaigns to drive the best results on busy days. We do this to spend your budget as effectively and efficiently as possible. With the daily budget fluctuation, you provide us the ability to be flexible and to take advantage of opportunities when they arise. However, you do not have to worry about overspending.
Overspending Prevention
Even though your Daily Budget and Daily Spend can vary on any given day, we will prevent overspending. As long as your budget is consistent for an entire month, you won’t be charged more than your daily budget multiplied by the average number of days in a month, which is 30.4 (365 days in a year ÷ 12 months).
If you change your Daily Budget throughout the month, your daily spend will reflect your latest specifications. Your existing monthly charging limit will be removed, and a new one will be created each time you change your Daily Budget for a campaign.
Adjust your Campaign Budget
When creating a new Campaign, you will be prompted to enter your desired Daily budget or Monthly budget as part of the campaign setup.
To edit the budget of an existing Campaign:
- Go to this page or navigate to Advertising > Campaigns & Playbooks.
- Click the Campaigns tab.
- Find the campaign that you want to adjust and click on the campaign name.
- Click Edit.
- Scroll down to Campaign Budget
- Click Edit, choose Daily or Monthly budget, and enter an amount.
- Click Done and Save.
If you change your budget mid-month, your existing monthly charging limit will be removed, and a new one will be created. This occurs each time you change your budget.
If you are unable to edit the Daily Budget for your campaigns, please contact our Customer Support team or reach out to your Customer Success Manager directly.
Campaign Budget Best Practices
Adjust your budget based on the Audience Size
When setting up a new campaign, you should keep in mind the targeted audience size to ensure campaigns are successful and reach their full potential. We suggest starting with the following ranges, depending on the size of the audience being targeted.
| Audience Size | Monthly Budget |
|---|---|
| 10,000 | $1,000- $2,000 |
| 25,000 | $2,500 - $5,000 |
| 50,000 | $5,000 - $10,000 |
| 100,000+ | $10,000+ |
These ranges assume full inventory reach by using all recommended Web Ad sizes, including Native Ads Sizes.
Take advantage of events
Big promotions, such as product launches and releases, can increase interest in your brand and visitors to your site. Your audiences will stay larger for longer than the promotion time period. You should take this into account when forecasting the costs and impact of the big event.
Adjust budgets for seasonality
Most B2B businesses have seasonal rises and declines in site traffic and interest. For example, the Holiday season is generally extremely busy for the e-commerce and retail side, which might mean higher ad costs and fewer visitors for B2B sites, while Q1 is often a time of new company budgets and could be a good time to increase your spend while lots of decision makers are in the market.