Setting budget-pacing rules so spend doesn't crater at 6pm

Setting budget-pacing rules so spend doesn't crater at 6pm

The playbook for steady delivery instead of front-loaded, blown-out days.
— Step 1: use daily budgets, not lifetime, unless you need dayparting — lifetime front-loads.
— Step 2: set automated rules to check spend pace at noon: if under 40% by midday, raise interest signals or budget; if over 70%, you'll starve evenings.
— Step 3: never edit budget after 2pm — it re-paces the whole day and underspends.
— Step 4: review pacing as a weekly pattern, not a daily panic.

Underspend basis, 40 accounts: top buyers hit 95-100% of budget daily / median 88% / laggards 70% (rule-thrashing).

Read: most 'underspend' is self-inflicted by afternoon edits. Set rules in the morning, then stop touching it.