One of your clients wants to know why a campaign went over the specified daily budget several days in a row

Question

Accepted Answer

Due to changes in traffic, Google Ads allows up to 20% more clicks in a day than the budget specifies. However, in any given month, Google Ads never charges more than the average daily budget amount multiplied by 30.4

Answer

Google Ads automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results

Answer

Due to changes in traffic, Google Ads allows up to 20% more impressions in a day than the budget specifies

Answer

To show an ad more often, Google Ads charges more than the average daily budget amount multipled by 30.4