What if a campaign is not spending all of the budget?

Sometimes businesses would rather gain more impression share than hit a super high goal because the goal might be more profit than they really need and they want volume/scale.

For example, if you are targeting ROAS, then the campaign prioritizes that ROAS over spending all the budget, which means you’ve reached audience capacity and your options are either:

  • Find a new/wider audience with different keywords
  • Lower the bid strategy goal