Google’s long-awaited total campaign budget option is now appearing in Performance Max campaigns across non-U.S. This could be the start of a global beta rollout.
What’s happening:
- The total budget option now appears alongside the traditional average daily budget in PMax.
- Google previously said the feature would expand to Search, Shopping, and PMax, and this rollout suggests that expansion is underway.
- Marketers in the field — including those flagged by Thomas Eccel and shared by Mohamed Hamed (Turki) — are already seeing it live.
Why we care. Advertisers have spent years manually calculating average daily budgets from fixed totals — especially painful for short-run, flighted campaigns. The new feature eliminates that workaround, giving PPC teams tighter control over spend pacing without relying on daily averages.
Between the lines. The shift is a quality-of-life upgrade for performance marketers managing flights, bursts, or fixed-end-date campaigns where overspend risk has historically been high.
The bottom line. Google is finally giving advertisers a budget model that matches real-world campaign planning — and flight-based PPCers may feel this upgrade more than anyone.