HOW TO PACE YOUR AD SPEND SO YOU DON'T BLOW YOUR BUDGET EARLY

Summary from the TLDR Marketing newsletter

When campaigns go dark mid-month, brands lose more than budget because the algorithm loses signal and spend disappears at the moment purchase intent is typically building. Meta's daily budgets can overspend by up to 25% on any given day, while Google campaigns can spike to double the daily setting, both of which cause spend to cluster early in the month without deliberate pacing controls. Setting daily budgets at 85% of the standard monthly divide creates a buffer for those spikes and preserves flexibility to scale winning campaigns in weeks 3 and 4.