This month’s Ask a PPC explores a common advertiser question: Why budgets sometimes overspend even when a target ROAS or target CPA is in place.
Understanding this behavior requires separating two concepts that are often conflated: budgets and goals. While they work together, they serve very different functions within auction‑based ad platforms. In this post, we’ll walk through how budgets and goals operate, why target ROAS can sometimes increase spend, and which levers advertisers can use to keep budgets under control.
Disclaimer: I am a…
