When you create a Sponsored Brands campaign, you’ll decide your advertising budget. You can set a daily budget or a lifetime budget.
The daily budget is the total amount you are willing to spend per day on a campaign. Each day is capped at the amount that you have set, but you might not always hit your daily budget limit. The lifetime budget is the total amount that you are willing to spend on one Sponsored Brands campaign for as long as it runs. Once your campaign has reached the lifetime budget limit that you have set, it will stop running ads.
Daily budgets are not paced throughout the day, meaning a smaller daily budget could be spent in a few minutes if there are a large number of shoppers interested in your advertised products. Lifetime budgets are paced throughout the day so that your entire budget will incrementally accrue clicks and will not spend your entire budget in one day.
You will not be able to switch between a daily budget or a lifetime budget after you have selected one.
Regardless of which option you select, you have control over the total amount you want to spend – the final cost will never be more than the amount you’ve set for your campaign’s duration.