A daily spending limit determines the amount that your Google Ads account can spend per day across all ad campaigns.
On this page
- What can I expect?
- Why does Google apply a daily spending limit to accounts?
- What can I do to remove the spending limit?
What can I expect?
When a daily spending limit is applied to your account, you’ll get in-account notifications about the new limit. The spending limit will take precedence over any campaign budgets that you’ve set.
Spending limits won’t impact the performance of your ad, but your ads will stop running when you reach your daily spending limit. While the spending limit is in effect, your ad campaigns will remain active and will automatically resume running the next day.
Why does Google Ads apply a daily spending limit to accounts?
- Your account is part of Google’s transparency efforts, where all advertisers will eventually complete advertiser verification
- Your advertising behaviour or your ad content was labelled as potentially suspicious
- Your account is being investigated for suspicious activity
If it’s determined that the account is safe, the spending limit applied will be removed. Learn more about temporary pausing for account investigation.
What can I do to remove the spending limit?
The spending limit may be removed by:
- Completing advertiser verification, if you were asked to do so. Follow the link in your in-account notification to get started.
- Running ads that comply with the Google Ads policies during the investigation period.
To complete advertiser verification, you’ll need to:
- Answer a few questions about your organisation. Submit your documents, which will be reviewed within seven days.
- Verify your identity.
You may need to provide documentation which will be reviewed within five to seven working days.
After you successfully complete advertiser verification, the daily spending limit may be removed from your account within one working day. You’ll be updated through an in-account notification. Learn more about how to complete identity verification
