It all depends on the bidding strategy. In short, you set up a maximum you want to pay, and Google can spend up to 20% more for that bid. There are other bidding strategies such as “Maximize Conversions”, and “Enhanced CPC”, which allows Google to increase the cost of bids. The maximum a client can spend on a day would be up to 2x the max daily spend and not more than 120% of the month overall. For example: Say a client wants to specifically pay a cap of $100 daily. If the bidding strategy is “Maximize Conversions” or “Enhanced CPC” then google can decide to spend up to $200 on that specific date, with a total spend of $3600 for the total 30 days, but no more than that. Depending on your budget and goals, we’ll tailor a strategy for your Google Ads to get you a killer ROI.