Overdelivery
01 Definition
Overdelivery meaning: When a platform spends more than your daily budget on a given day to catch high-opportunity traffic.
Overdelivery happens when an ad platform spends above your daily budget on some days, expecting to balance it with lower spend on others. Google Ads limits total monthly spend to your daily budget times the average days in a month. It lets campaigns seize busy days without breaking the monthly cap.
Also called
Why it matters
How Overdelivery fits the work
Overdelivery lets campaigns capture extra traffic on strong days, which can improve results while keeping monthly spend within the agreed limit.
In context
On a high-demand day, overdelivery pushed spend to 70 dollars against a 50 dollar daily budget, offset by cheaper days later that month.
Practical note
Daily charges can surprise advertisers who expect a hard daily cap. Track spend across the full month, since that total, not any single day, is the real limit.