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Ginny Marvin, Google’s Ad Liaison, explained why you might see weekly spend fluctuations in your Google Ads account. “Weekly spend fluctuations are typically due to changing market conditions (weather events, industry trends, etc.) and/or any recent budget changes in the campaign,” Ginny Marvin wrote on X.

Ginny Marvin added, “While the average weekly spend can fluctuate up/down with changing market conditions, campaigns won’t exceed their monthly spend limit. We’ll also notify advertisers around mid-month if your LSA campaign does exhaust its monthly budget.”

“You may also be more likely to experience this when the campaign has limited flexibility to meet and/or adjust to shifts in demand throughout the month,” she added.

Here are the posts within context:

Hi Anthony, In this case, the campaign hasn’t met the monthly spend limit yet, which is $3391 ($781 / 7 * 30.4), as $781 is the weekly budget (more on how monthly budgets are calculated here https://t.co/6v5KLehpE7).

When the monthly spend limit is exhausted, the ad will stop…

— AdsLiaison (@adsliaison) January 17, 2025

Weekly spend fluctuations are typically due to changing market conditions (weather events, industry trends, etc.) and/or any recent budget changes in the campaign. While the average weekly spend can fluctuate up/down with changing market conditions, campaigns won’t exceed their…

— AdsLiaison (@adsliaison) January 17, 2025

Hi Anthony, Yes weekly spend fluctuations are typically due to changing market conditions (and/or budget recent budget changes, though as you noted, that’s not the case here).

You may also be more likely to experience this when the campaign has limited flexibility to meet and/or…

— AdsLiaison (@adsliaison) January 18, 2025

Forum discussion at X.

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