Google Demands Advertisers Spend at Least $100 Per Day on YouTube

A Google Ads product manager has recommended that advertisers set a minimum daily budget of $100 for Demand Gen campaigns on YouTube. Alejandro Osio, who spoke in an episode of Google's Ads Decoded series, said this is the bare minimum best practice for such campaigns.

Osio also explained how asset fatigue works on YouTube. He said there is no set schedule for swapping out tired ads, and instead recommended that advertisers watch each ad's performance over time and replace it when its effectiveness declines.

The $100 daily budget recommendation from Osio sits awkwardly beside Google's own minimum daily budget requirement of $5 for Demand Gen campaigns, which has been enforced since April 1, 2026. This discrepancy has sparked questions about what constitutes a bare minimum for such campaigns.