Should I Raise My Budget or Lower My Target ROAS to Scale?
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Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Answers every question here from the accounts ZenoX runs, not from theory.
The short answer
Raise budget when a profitable campaign says Limited by budget, and lower target ROAS when unspent budget remains because the target blocks more auctions. At ZenoX, we change one setting in small steps and judge profit. A higher ROAS can still leave the business with less money.
Find the Real Limiter
If the campaign says Limited by budget and the traffic is profitable, raise the budget in a small step. If money remains unspent because Google cannot find enough auctions at your target, lower target ROAS. A high target can block sales that would still make money. Extra budget does not remove that block. Read the campaign status and profit before you choose the control. If the target is the cap, extra budget can sit unused.
Protect Profit While You Change It
Profit decides whether the move worked. Lower the target in small steps, then watch whether the wider reach adds profit. Use the same care with budget changes. Do not jump a target from 190 percent to 250 percent in one move because the result becomes harder to read. Change one control at a time. If the extra sales make money, keep the move. If they do not, put the old setting back.
Related questions
Keep Going
- How Much Should I Raise My Google Ads Budget at Once?
- What Does It Mean When Google Ads Says My Campaign Is Limited by Budget?
- What Is a Good ROAS for an Ecommerce Store?
- How Much Should I Budget for Google Ads for a Dropshipping Store?
- Is Hiring a Google Ads Agency Actually Worth It, or Should a Small Store Run It Themselves?
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