Delivery Speed is a feature that determines how quickly your ads are served, which can be customized both at the campaign and ad group levels.

Paced Speed evenly spreads your daily budget throughout the day, so your impressions are served all day long.

NOTE: To use Paced Speed, you must enter a daily budget.

Daily budgets prevent campaigns and ad groups from overspending. You should set daily budgets that are high enough for optimal volume, and try to reach your daily budget every day.

Paced Speed keeps you from reaching your daily budget too soon by evenly distributing impressions throughout the day. Our pacing algorithm constantly calculates how your remaining daily budget should be allocated to continue serving ads for the rest of the day. If you are eligible for an impression but your campaign or ad group is spending too quickly, Paced Speed will prevent your ad from being served until your budget is back on track.

Even with Paced Speed applied your campaign and/or ad group may not reach their daily budgets if they are not optimized to receive enough volume.

TIP: Paced Speed is recommended for campaigns or ad groups that consistently reach their daily budgets. If you're having trouble reaching your daily budget, choose Express Speed instead.

Paced Speed is a great way to find insights to help you optimize your custom schedules. By distributing impressions evenly throughout the day, you can easily see which hours of the day consistently drive higher conversions. You can use this information to adjust your custom schedule so your campaign(s) and/or ad group(s) only run during the most profitable hours, then raise your bids to get more high-converting traffic.
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​ NOTE: If you have a custom schedule set, your impressions will be evenly distributed according to the schedule and will not receive impressions when the campaign and/or ad group is not scheduled to run.

If you consistently reach your daily budget before the day is over, you could be missing out on conversions from potential customers who go online later in the day. Paced Speed ensures your ads are served throughout the day so you can reach audiences at every hour.

With Express Speed, your campaign or ad group will compete for every impression it's eligible for.

NOTE: If your ad group's campaign has Paced Speed enabled, your ad group's Delivery Speed options will be Paced and Campaign Paced.

Express Speed will serve your ads as quickly as possible. With Express Speed, you win every impression you're eligible for if your bid is the highest.

Unlike Paced Speed, a daily budget is not required for Express Speed. If you set a daily budget with Express Speed, you could reach your daily budget before the end of the day, which would prevent your campaign from running until the next day.

TIP: Express Speed is recommended for campaigns or ad groups that consistently do not spend their daily budgets or have unlimited daily budgets.

Express Speed will ensure that your campaign or ad group competes for every eligible impression, which helps you get maximum volume. Using Express Speed with an unlimited daily budget is best for increasing volume, as your campaign or ad group will continue running instead of receiving limited impressions due to budget constraints.

Express Speed is a great way to "blast" your message out as quickly as possible. For example, if you're promoting a one-day flash sale, you can use Express Speed with an unlimited daily budget to show your ads to as many users as possible during your flash sale.

Surge Protection is an optional setting that you can enable in your Delivery Speed settings, which prevents channels with sudden volume increases from spending too quickly. You can enable Surge Protection with along with either Paced Speed or Express Speed, however, your campaign and/or ad group must have a daily budget entered.

Follow the steps below to customize your campaign's Delivery Speed.

Follow the steps below to customize your ad group's Delivery Speed.

Delivery Speed Options: