To run your ads on Google, you’ll need to decide on the right budget and bidding options.

Your budget establishes a charging limit for an individual campaign, so it should be the average amount you’d be comfortable spending per day (or seeing on your monthly credit card bill if you multiplied your budget by 30.4, the average number of days in a month). Your actual costs may be lower, depending on how you manage your bids.

Your maximum cost-per-click bid (max. CPC) is the most you’re willing to pay for a click on your ad. By managing your bids, you may influence the amount of traffic your ads receive, as well as the return on investment (ROI) they generate. With higher bids, your campaign is likely to receive more traffic, although you’ll likely spend more money. With lower bids, your campaign is likely to receive fewer clicks and conversions.

With Google Ads, you have the option to set an average daily budget or a shared budget for a campaign. You can set an average daily budget with the average amount you’re willing to spend per day in that campaign.

If you prefer thinking of your budget in monthly terms rather than in daily terms, you can calculate your monthly budget by multiplying your average daily budget by 30.4 (the average number of days per month).