Short answer
A campaign total budget is spread over the campaign schedule. With an end date, pacing runs until that date (maximum 365 days); without one, it defaults to a 60-day pacing period. Campaigns ahead of pace slow down; campaigns behind pace keep delivering to catch up.
Rules
- Set an end date so pacing matches your plan
- Changing the total or end date recalculates pacing
- A new total must cover what has already been spent; setting it equal stops delivery
- Low bids can still cause underspend: bid strategy doesn't override pacing
- Pacing doesn't guarantee equal daily spend or full use
Questions
Daily or total for a first test?
OpenAI advises newcomers to start with a daily budget.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
