Your campaign may be more likely to have performance fluctuations when its budget is limited. This is because Google Ads works to ensure your campaigns do not exceed their daily and monthly spending limits, which can cause decreases in spend and serving when close to these limits.
What you can do
If your campaign’s status indicates that it is limited by budget, consider increasing your budget to make sure your campaign has enough budget to be able to serve throughout the day. For campaigns using Target CPA (cost-per-action), Target ROAS (return on ad spend), Maximize Conversions, or Maximize Conversion Value bidding strategies, we recommend setting a budget that’s at least 20 times your average target CPA for conversion bidding or 20 times the expected average conversion value or target return on ad spend for value bidding.
Need something else?
Check other common reasons why your campaign performance is fluctuating.
