Limited by budget

Google spreads a daily budget across the day, so a campaign limited by budget does not simply stop at noon. It sits out part of the auctions it could win, morning to night, and those searches get no ad. The status alone does not say whether more budget would pay.

Sometimes the right answer is more money. Often it is to tighten the campaign so the same budget buys better searches, or to move money from a campaign that does not need it.

1. Look at the Status column of the campaign table: it shows Limited by budget.
2. Add Search lost IS (budget) to see how much impression share was lost to budget.
3. Segment by day to see whether it happens every day or only on busy ones.
4. Check the campaign's cost per conversion before deciding.

A campaign is limited by budget and loses 35% of impression share to it, at a cost per lead the business is happy with. Raising the budget step by step brings more leads at a similar cost.

• Raising the budget of a campaign that converts at a poor cost.
• Ignoring the status for months on a campaign that is capped every day.
• Reading lost impression share inside a shared budget as a fact about one campaign.

The audit checks Oppy runs on this, each with its own page.

• A campaign that runs out of budget most days
• Lost impression share that is worth buying
• Budget sitting where it is not being used

• Lost impression share: The searches your ads were eligible for and missed.
• Impression share: The share of searches your ads showed on, out of all the searches they were eligible for.
• Shared budget: One budget used by several campaigns.