Google rolls out total campaign budgets for PMax beyond the U.S.

Google’s long-awaited total campaign budget option is now appearing in Performance Max campaigns across non-U.S. This could be the start of a global beta rollout.

What’s happening:

• The total budget option now appears alongside the traditional average daily budget in PMax.
• Google previously said the feature would expand to Search, Shopping, and PMax, and this rollout suggests that expansion is underway.
• Marketers in the field — including those flagged by Thomas Eccel and shared by Mohamed Hamed (Turki) — are already seeing it live.

Why we care. Advertisers have spent years manually calculating average daily budgets from fixed totals — especially painful for short-run, flighted campaigns. The new feature eliminates that workaround, giving PPC teams tighter control over spend pacing without relying on daily averages.

Between the lines. The shift is a quality-of-life upgrade for performance marketers managing flights, bursts, or fixed-end-date campaigns where overspend risk has historically been high.

The bottom line. Google is finally giving advertisers a budget model that matches real-world campaign planning — and flight-based PPCers may feel this upgrade more than anyone.

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