Bidding and optimization
Budget pacing
How an ad budget is spent across a day, week or month.
What it is
Platforms spread spend toward the moments they expect to perform, and may spend more on some days and less on others while keeping to the period's total.
Why it matters
For lead generation and e-commercePoor pacing either runs out early and misses buyers, or underspends and leaves results on the table.
In practice
Watch spend against plan during the period and adjust budgets or targets before the end, not after.
A common mistake
Fixing pacing by large budget swings, which disrupts learning.
All terms