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How to Set Up Budget and Budget Pacing in Taboola Ads

Types of Budgets and Budget Pacings

Default Pace vs. Pace Ahead

What is Ad Optimization

When setting up your Taboola campaign, you’ll need to specify your budget and how you want to pace this budget. Before setting your budget and pacing, consider how this will impact your campaign plan. For example, perhaps you’d like your budget to pace evenly throughout the duration of the entire campaign. Or, maybe you’d like to set your budget on a monthly basis and accelerate it for the first half of it. We have options for everyone.

How to Set Up Budget and Budget Pacing in Taboola Ads

To set up a budget and budget pacing for your campaign:

1. Go to the Campaigns tab in your Taboola Ads account.
2. Click on the Create Campaign button.

On the campaign creation page, once you've completed your other campaign settings including targeting and schedule, you'll find yourself in the Budget and Bidding section:

In this section you can set up not only budget and pacing, but also choose a bidding strategy. If you want to know more about bidding, please, check ‘Setting Your Bid Strategy’ article.

Types of Budgets and Budget Pacings

Depending on your campaign goals, you may want different options for how your campaign budget will be spent on a daily basis. Taboola offers different budget planning options:

Daily Budget

Use this planning method if you want to ensure you do not spend more than a specific amount of money each day. By doing so, you effectively set a limit on your daily spending. For instance, if you establish a daily cap of $50, the algorithm will aim to spend exactly $50 each day for the duration of your campaign.

If you want to specify the last day of your campaign, please take a step back and schedule an end date under the Campaign Settings → Schedule → Time Frame. 

In addition to your Daily Budget, you may set a Spending Limit:

• Monthly Limit: The monthly spending limit for this campaign. Budget resets at the start of each calendar month.
• Lifetime Limit: The overall spending limit for this campaign. The campaign stops when this limit is reached, or when the campaign reaches its end date (whichever comes first).

Monthly Budget

Use this planning method if you have a fixed monthly budget but do not need to specify how much should be spent each day. The campaign's spending will not exceed its budget each month. The budget will automatically reset on the first day of every month that the campaign is active. For example, if you set a $1600 monthly budget, the campaign will aim to spend $1600 every calendar month while it is active.

Lifetime Budget

The lifetime cap defines the total budget allocated to this campaign. The campaign will end when this limit is reached or when the campaign's end date occurs, whichever comes first. For example, if you set a $1600 lifetime budget, the campaign will aim to spend this amount by the specified end date or when the entire budget is spent, whichever happens first. 

Default Pace vs. Pace Ahead

If you are looking for a strong start, have extra cash to spend on a campaign, or notice that your current campaign is depleting slowly, activate Pace Ahead. 

When this feature is enabled, the budget will be increased by 20% daily, which means that each day, the algorithm will first equally distribute the remaining budget in the campaign and then add an additional 20% from the next day's budget. As a result, the leftover budget will gradually decrease along with the accelerated daily limit. This might lead to the budget being depleted earlier than planned, but it will never exceed the predetermined budget of the campaign: (Budget remaining / Days left) x 120% = Daily budget

What is Ad Optimization

Under the Budget and Bidding section you have an opportunity to decide how you’d like traffic to be distributed among your campaign items.

You have two options:

• Optimized — Recommended— The traffic distribution for your ads will be determined by our algorithm, and your most engaging creatives will get more traffic than others.
• A/B Testing — Ads will receive equal opportunities across Taboola’s network by allocating impressions more evenly than Optimized, regardless of performance. When the A/B test reaches the end-date, the campaign will switch to Optimized ad delivery.

You can edit your budget and pacing at any time by returning to the Edit Campaign page.

✅ If you have questions or concerns, contact your Taboola Account Manager or email support@taboola.com.