Why are my campaigns spending less than my total daily budget?

Usually for one of two reasons: a target you've set holds Google's bidding back, or there aren't enough searches for your ads to spend more on. Your total daily budget is a cap on what your campaign budgets add up to, not a promise that Google spends it.

A target that's too strict

If you've set a cost per conversion or a return on spend on the Bidding page, Google aims for that number on average. Set it stricter than what your campaigns achieve today, and Google can hold back and spend less.

1. In Bavian, open the Bidding page.
2. Choose Bavian decides, or enter a target closer to what your campaigns achieve today.
3. Click Save.

Too few searches

A campaign can only spend when people search for what it targets. A brand campaign, for example, rarely spends much, because only so many people search for your name each day.

Ask Bavian about your account

With Autopilot on, ask in the chat on the Agent page, for example "Why are my campaigns spending less than my budget?". It knows your account and can tell you which campaigns are held back and why.

Good to know

• Just raised your budget? Bavian places the extra money in its next daily run. See I raised my total daily budget. Why aren't my campaigns spending it?
• See How does Bavian’s budget limit work?