Google introduces total campaign budgets for Search

Marketers can now set a total budget for a campaign over a defined period. Google automatically optimizes spend to fully use the budget by the campaign’s end date. The feature, earlier only available for Performance Max, is now available Search and Shopping campaigns, reducing the need for daily adjustments.

Why we care. Managing budgets for short-term campaigns — like product launches, sales events, or promotions — hasn’t been easy. Marketers often tweak daily budgets manually to avoid overspending or underutilizing spend. Google’s new campaign total budgets, now in open beta, aim to solve that.

Big picture. The update lets campaigns run confidently without overspending, whether it’s a 72-hour test or a month-long push. It also frees marketers to focus more on strategy instead of constant budget tweaks.

Real-world impact. UK beauty retailer Escentual.com used the feature during promotions and saw a 16% increase in website traffic without exceeding budget or harming ROAS. Tom Jenkins, Insights Manager: “The campaign total budget feature helped us hit our traffic goals while staying on budget.”

What’s next. The feature simplifies campaign management and gives marketers more time to focus on results.

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