Improved Google pacing: daily budgets that hold closer to your run-rate
On Google Ads, Pace works out the daily spend a campaign group needs to finish the month on its budget. That figure is its run-rate. There has always been a check that lifts the group's budgets up to the run-rate when they fall short, and now there's one that brings them back down when they sit above it. Once a group's daily budgets add up to more than about 10% over its run-rate, Pace trims them back to it.
The trim comes off the campaigns with the most room to give, and never below a campaign's own minimum, whether that's the platform's, one you've set yourself, or the amount an account keeps running at once its month is spent. Campaigns Pace isn't changing on that run count toward the total but are never touched. Within about 10% of the run-rate nothing is rewritten at all.
Pace now reads how far through the day you actually are, on the account's own clock — the same reading the account page shows — so early-morning runs judge pace against the hours that have passed rather than the whole day.
This is on Google Ads for now. Any budget the trim touches says so in your Changes tab.