Some days you might have a Google Ads expense that is higher than the daily budget you previously set. Don't panic, it's completely normal! This is happening because Google decides to spend more on days with higher search traffic to improve your performance and increase your ROI. This amount will be balanced by days with lower cost when your traffic is lower than normal. However, you shouldn’t worry about spending too much without planning on doing so. Google is going to allocate your budget during the month in such a way that your total amount spent won’t exceed the amount that equals your daily budget multiplied by the average number of days in a month.
How much should I spend on Google Ads?
Why costs might exceed your average daily budget