Starting October 2017, Adwords campaigns will be able to spend up to twice the average daily budget to help you reach your advertising goals, like clicks and conversions.

On days with lots of high quality traffic, your costs could be up to 2 times your daily budget. This spending is balanced by days when your spend is below your daily budget.

Keep in mind, you won’t be charged more than your monthly charging limit: the average number of days in a month (30.4) multiplied by your average daily budget.

Internet traffic is like an ocean. Some days, there will be small waves. Other days, there will be great big ones. So, if your ads don’t show up much because of low traffic, then Google will make up for that by showing them more when traffic’s higher.

That’s why Google allow up to 2 times the clicks in a day than your daily budget allows. This is called over-delivery. It’s new and it’s a good thing: if Google ends up showing your ad too much – to the point where you accrue more costs than your daily budget allows for over a full billing cycle – they will give you a credit for those extra costs.

As we mentioned, you might see that your advertising costs each day are a little higher or lower than what you set for your daily budget. If you do, don’t worry – over a month-long billing cycle, you won’t be charged more than your daily budget would’ve allowed for over 30.4 days.