Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?
Correct Answer
Change the ad delivery method from “Accelerated” to “Standard”
Why is this the correct answer?
To maximize your client’s budget throughout all hours of the day when a campaign is hitting its limit, you should change the ad delivery method from ‘Accelerated’ to ‘Standard’. Standard delivery is the default setting designed to pace your budget throughout the entire day, preventing your ads from showing only in the early morning hours and then going dark once the daily cap is reached. By using Google Ads' internal algorithms to predict traffic patterns, Standard delivery optimizes when your ads appear so that they are distributed more evenly. In contrast, Accelerated delivery attempts to spend your budget as quickly as possible, which often leads to the campaign stopping prematurely. For a client who wants visibility from dawn until dusk without increasing their spend, switching to the Standard delivery method ensures that the available funds are stretched across the 24-hour cycle, capturing potential customers at various times rather than exhausting the budget before the most valuable traffic might even arrive.
Why are the other options incorrect?
Increase the maximum cost-per-click (CPC) bid
Increasing the maximum CPC bid would likely exhaust the budget even faster, causing ads to stop showing even earlier in the morning. This fails to address the goal of spreading visibility throughout the entire day and would likely decrease the total volume of clicks received.
Lower the daily budget amount
Lowering the daily budget amount would restrict the campaign even further, leading to less total visibility and an even earlier cut-off point. It does nothing to help the budget last through all hours of the day and actively reduces your market reach.
Pause the campaign to stop showing ads and accruing costs
Pausing the campaign stops all ad delivery and accruing costs, which fails to maximize the budget for visibility. It is a temporary stop-gap that prevents the campaign from achieving any consistent daily presence or generating leads.
Real-World Example
A local 24-hour emergency plumbing service noticed their ads stopped showing by 10:00 AM because their budget was exhausted by early morning clicks. By choosing to change the ad delivery method from ‘Accelerated’ to ‘Standard’, the business was able to pace their $100 daily spend across the entire day. As a result, they began receiving service calls in the afternoon and evening hours which were previously missed. This shift led to a 30% increase in total leads without increasing their daily spend, effectively maximizing their budget by maintaining a consistent presence during all operational hours.