Google is changing how Google Ads manages budget pacing for campaigns that use ad schedules, moving toward spending the full monthly target even if ads only run on certain days. What’s changing. Beginning June 1, campaigns will pace toward the full monthly budget limit (30.4x the daily budget), regardless of how many days in the month the ads are actually eligible to serve. In the past, pacing generally aligned with the number of active days in the schedule. What’s not changing. Daily and monthly limits stay the same. Campaigns still won’t spend more than 2x the daily budget on any given day or more than 30.4x the daily budget over a month, and ads still won’t show on days that are turned off. Why we care. Advertisers using restricted schedules — such as weekdays only or narrow time windows — may notice faster spend, since Google will now try to reach the full monthly cap instead of reducing spend to match fewer active days. Zoom in. As a result, campaigns with fewer serving days can spend more aggressively on those days. For instance, if ads run only for half the month, Google can spend up to the daily maximum on each of those days without needing to throttle spend elsewhere, while still staying within the monthly cap. Between the lines. Google is emphasizing full budget utilization rather than smooth, time-based distribution, giving its systems more leeway to capture demand whenever campaigns are eligible. What to watch. Advertisers with tightly constrained schedules should reassess budgets and performance expectations, since spend may become more concentrated on the days ads are allowed to run. Bottom line. Budget pacing is becoming less tied to how often ads run and more focused on reaching the total monthly budget…