Microsoft Advertising rolls out Lifetime Budgets for Audience Ads

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.