Manage budgets

Control your Apple Search Ads Advanced campaign spend with a budget and daily cap

Apple Search Ads Advanced lets you set a budget, time period, and daily cap for each campaign you create. Together, these settings determine how long your ads run and how much you spend. Ads will run until you exhaust your budget, reach your campaign end date, or pause your campaign.

You can add to your campaign budget and adjust your daily cap at any time to ensure your ads keep running. Note that you can’t decrease your budget once your campaign has started.

When you increase your budget, you’ll see the cumulative total for the campaign since it was created. For example:

Your current budget that’s run out: $100 (U.S.)

Your additional budget: $100 (U.S.)

The campaign budget you’d enter: $200 (U.S.)

If you add a daily cap, your spend will be distributed over your desired period of time.

For example, if your budget is $1200 (U.S.) and you’d like it to last for 30 days, consider setting a daily spend cap at $40 (U.S.) per day.

Once you reach your daily cap, your ads stop appearing for that day, but will restart the next day, until your budget is depleted.

If you find you’re hitting your daily cap every day and your ROI is meeting your goals, consider increasing your daily cap to see if you get additional impressions and conversions.

While we make our best effort to limit your campaign spend to your requested daily caps, they’re not guaranteed and your campaign may occasionally spend more. But you won’t be charged more than your campaign lifetime budget. Note that setting your max CPT or CPM bid close to your daily cap amount can limit the number of impressions your ad receives and cause your campaign to reach or exceed its daily cap more frequently.

Learn how to control costs with a budget order

How to edit a campaign’s budget and daily cap

  1. From the Campaigns dashboard, click the budget or daily cap of the campaign you want to edit.
  2. Highlight the amount.
  3. Enter your new budget or daily cap amount and press return.

You can also edit your budget and daily cap from any Ad Groups dashboard within a campaign. Click the Edit Campaign Settings link in the upper-right corner of the page.