Microsoft Advertising rolls out Lifetime Budgets for Audience Ads

Lifetime Budgets give advertisers more control over long-term spend, with flexible adjustments, refund protection, and simplified campaign management.Lifetime Budgets give advertisers more control over long-term spend, with flexible adjustments, refund protection, and simplified campaign management.Microsoft Advertising officially launched Lifetime Budgets (LTB) for all Audience Ads customers, offering more flexibility in long-term campaign planning. Advertisers can now set a fixed total spend for the full duration of an Audience Ads campaign, simplifying budget management and pacing, especially for seasonal, long-running, or fixed-budget initiatives. Details: Lifetime Budgets apply to individual campaigns (not shared budgets). Each LTB can run for a maximum of 365 days. This feature is now available to all advertisers using Audience Ads. Budgets can be adjusted anytime, but lowering the budget to the amount already spent will pause delivery. Overspend protection is in place; any overcharges will be refunded. Why we care. Lifetime Budgets offer greater flexibility and control for fixed-duration or fixed-budget campaigns, reducing the need for daily budget micromanagement. With built-in overspend protection and refunding, it also minimizes financial risk. Combined with features like impression-based remarketing, Microsoft Audience Ads now provides a more robust, low-maintenance option for scalable campaign planning. What they are saying. Navah Hopkins, Microsoft Ads Liaison commented that this is an update that has been long requested: “This was a heavily requested feature and I’m grateful our feedback to product pipeline is working.” “Between this and the upgrade to impression based remarketing allowing for up to 20 campaigns/ad group sources (and search to search/pmax to pmax possible so long as there’s at least one audience ad) there’s never been a better time to set up an Audience Ads test.” The bottom line. Lifetime Budgets give marketers more control over campaign spend and duration—making Microsoft Advertising a more competitive and customizable option for display campaigns.

Microsoft Advertising officially launched Lifetime Budgets (LTB) for all Audience Ads customers, offering more flexibility in long-term campaign planning.

Advertisers can now set a fixed total spend for the full duration of an Audience Ads campaign, simplifying budget management and pacing, especially for seasonal, long-running, or fixed-budget initiatives.

Details:

• Lifetime Budgets apply to individual campaigns (not shared budgets).
• Each LTB can run for a maximum of 365 days.
• This feature is now available to all advertisers using Audience Ads.
• Budgets can be adjusted anytime, but lowering the budget to the amount already spent will pause delivery.
• Overspend protection is in place; any overcharges will be refunded.

Why we care. Lifetime Budgets offer greater flexibility and control for fixed-duration or fixed-budget campaigns, reducing the need for daily budget micromanagement. With built-in overspend protection and refunding, it also minimizes financial risk. Combined with features like impression-based remarketing, Microsoft Audience Ads now provides a more robust, low-maintenance option for scalable campaign planning.

What they are saying. Navah Hopkins, Microsoft Ads Liaison commented that this is an update that has been long requested:

• “This was a heavily requested feature and I’m grateful our feedback to product pipeline is working.”
• “Between this and the upgrade to impression based remarketing allowing for up to 20 campaigns/ad group sources (and search to search/pmax to pmax possible so long as there’s at least one audience ad) there’s never been a better time to set up an Audience Ads test.”

The bottom line. Lifetime Budgets give marketers more control over campaign spend and duration—making Microsoft Advertising a more competitive and customizable option for display campaigns.

Lifetime Budgets give advertisers more control over long-term spend, with flexible adjustments, refund protection, and simplified campaign management.