Limited by inventory: when there is not enough to buy.

Where it shows: in the status of the campaign's bid strategy.

• Very few keywords, or keywords that are rarely searched.
• Tight location targeting, such as a small radius or one town.
• Short ad schedules that leave the campaign off most of the day.
• A Target impression share goal already near the ceiling of what exists.

1. Check impression share: if it is already high, more budget will not find more searches.
2. Add relevant keywords or broaden match types carefully, with negatives in place.
3. Widen locations or hours only where customers can really buy.
4. Accept the limit when the market is small; spend the extra on other campaigns.

More reach raises spend. Watch cost per conversion when you broaden.

In a small market, this status is a fact, not a fault. It says you already reach most of the searches there are.

Set budgets from the demand that exists: Keyword Planner volumes and your own impression share tell you how much there is to buy.

Revisit targeting each season. Hours, places and keywords that were too narrow in winter can be right in summer, and the other way round.

Oppy runs these every week, so the status is found early.

• Lost impression share that is worth buying: Impression share lost to budget, on campaigns that convert well enough for the missed searches to be worth buying, with what buying them would cost.
• Keywords with no impressions in 30 days: Keywords that have stopped getting impressions.

• Impression share
• Target impression share
• Keyword