Audit checks / G-BUD-01
Profitable campaign held back by its budget
A campaign that converts at target but runs out of budget is the cheapest growth in the account. Lost impression share (budget) says how many auctions it sat out for lack of money.
- Fires when
- Search lost impression share (budget) above 20% with at least 10 conversions in 14 days and CPA at or under CPA_t.
- What to do
- Raise the budget by 20%, within guardrails.
- How the impact is estimated
- opportunity = conversions in 30 days x lost share / (1 - lost share) x 0.5 x value per conversion
- Platform
- Google Ads
- Severity
- high
- Looks back
- 14 days
- Default thresholds (a workspace can change them)
- damping: 0.5
- days: 14
- lost_is: 0.2
- min_conversions: 10
- min_days_reported: 7
- raise_pct: 20
- Stays silent below
- min_conversions in the window
- min_days_reported days of the share
- Autopilot
- Never applied automatically.