Google has introduced new ad budgeting features for Local Service Ads, including the ability to set a maximum monthly ad spend limit for specific accounts.

Why we care. This update gives advertisers more control over their spending and potentially prevents unexpected budget overruns.

Key Features:

• Immediate effect when setting
• Automatic campaign stop when limit is reached
• Monthly reset on the 1st of each month
• Flexible management – ​​can be updated at any time

How it works. Through the Local Service Ads interface, advertisers can turn the account spend limit on or off, set a specific monthly limit, view last month’s spend, and monitor current month’s spend and remaining budget.

Yes but. Due to reporting delays, there is a possibility that the set limit may be exceeded, particularly in the following cases:

• Setting a limit for the first time
• Reduction of an existing limit

If the limit is exceeded, advertisers are responsible for paying any additional costs.

The catch. If the limit is exceeded, ads will stop running until the next month.

Between the lines. This feature addresses a common concern among small businesses and local service providers who need greater control over their advertising budgets.

Seen for the first time. We were first alerted to this update on Nate Louis’ X:

What’s next. Advertisers should regularly monitor their spend and adjust limits as needed to maintain continued ad visibility, especially when the feature is first implemented or significant budget changes occur.