Pace the speed of your ad spend to launch successful campaigns

Advertisers and businesses always want their cash flow to be used effectively. Especially when they invest in advertising, they want to get tangible results. In this article, we provide information about budget pacing so that you can pace the speed of your ad spend to launch successful campaigns.

What is budget pacing?

Budget pacing refers to marketers controlling the rate of spend in an advertising campaign through paid media strategies that advertisers use to stay on top. This strategy works by monitoring and optimizing elements of an ad campaign to adjust the proportion at which the campaign is using its budget. 

Typically, advertisers have to distribute budget spend evenly throughout an advertising cycle, and this is one way to achieve these goals. Advertisers often track this pacing using PPC service providers.

Types of budget pacing

Daily budget pacing

This type of budget pacing permits your business to spend budget evenly over a day or part of a day. The amount that a campaign is spending is updated several times per hour to determine if it is running at the correct pace. The system then adjusts the time between auctions where the system doesn’t give any bids to participate in more or less auctions, then win and distribute more or less impressions to meet the daily budget.

Lifetime budget pacing

Lifetime budget pacing helps you spend your budget evenly over the life of your campaign. Lifetime pacing requires the use of start and end dates, a defined lifetime budget amount, and daily pacing. This adjusts how often bidders participate in auctions to meet a defined lifetime budget amount. If it is trending over budget, it participates in fewer auctions, and if it is trending below budget, it participates in more auctions.

Static budget pacing

Static budget pacing is the rate at which ad spend is spread over the entire duration of a campaign. This allows companies to collect data over an entire lifetime budget, making it easy to identify performance differences.

Dynamic budget pacing

Dynamic budget pacing refers to higher ad spend in the first half of a lifetime budget than in the second half. Companies can compete with those with larger budgets by testing ads, audiences, and targeting on the same ad spend as larger competitors when using this option.

Benefits of budget pacing

Budget pacing brings many benefits to businesses. Companies can be in control of how their advertising budgets are spent during a campaign and thereby spend their advertising budgets more efficiently.

This pacing also helps businesses avoid overspending or underspending. Throughout campaigns, certain factors can cause ad spend to increase or decrease, so budget norms help organizations monitor these factors and adjust ad campaigns to ensure the budget is spent as planned.

This allocation also helps businesses improve budget utilization. Businesses can fully track budgets, ad spend, and relevant key performance indicators (KPIs) that tell companies exactly what money is being spent on. This helps companies track the progress of their overall advertising budget, reallocating ad spend to improve investment.


Budget pacing will help businesses get clear benefits and effects for their advertising campaigns.

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Steven P

Steven is a content collaborator at ConnectPOS. With years of experience in retail and eCommerce, he has researched and published many in-depth articles.

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