# On a race day Google Ads billed almost twice our daily budget, is that allowed? | Illia BizTech

> The daily budget is an average. Google names two documented ceilings for it.

Source: https://illia-biztech.de/en/forum/an-einem-renntag-hat-google-ads-fast-das-doppelte-unseres-tagesbudgets-abgerechnet-ist-das-zulassig

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# On a race day Google Ads billed almost twice our daily budget, is that allowed?

The daily budget is an average. Google names two documented ceilings for it.

* ##### Asked by  
SlowFalcon623
* ##### Asked on  
October 20, 2026

We set a daily budget and relied on it. On a race day the total by evening was nearly double, while on quiet days it came in well below.

How do we plan a race week around this?

#### Answers

![Portrait of Illia Belichenko, technical specialist at Illia BizTech](/_ipx/f_webp,q_75/https://cms.illia-biztech.de/uploads/small_Illia_Belichenko_author_81f88864f0.png)

##### Illia Belichenko · Founder & Technical Lead

✓ Accepted answer October 22, 2026 

The daily budget is built as an average. Google's help names two limits for it, a daily spending limit of two times your average daily budget on any particular day, and a monthly spending limit of 30.4 times your average daily budget in any particular month.

What you saw is therefore the intended behaviour. On days with high demand the system may go up to double, on weak days it stays below, and across the month it evens out.

For a race week that mechanic is more useful than obstructive, it just needs the right reference figure. Planning the month means treating the monthly limit as the ceiling and distributing underneath it. Taking fright on race day and cutting the daily budget mid-peak does the opposite.

Cutting mid-event is in fact the most expensive intervention available, because it slows delivery exactly when the demand is there. The total for a month carrying a peak like that is worth estimating up front in the [cost calculator](https://illia-biztech.de/en/kostenrechner) before you fix the ceiling.

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**Topics** 
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* Budget