Why is my Campaign budget not used?

Hello Louise,

Thank you for using our Microsoft Advertising Learn Q&A Platform! 

I understand that you're aiming to make the most out of your entire designated budget. I hope the response and resources provided here can point you in the right direction.

Before you can submit your ad campaign, you need to set a campaign budget amount and select a budget type. Don't worry, you can change your budget amount and budget types at any time. Changes to your budget generally take effect within an hour or so. Your budget helps keep your online advertising costs under control. By carefully selecting the correct budget amount, you spend only as much as you want to.

Let's say that you set a Daily budget and want the ads in your campaign to get 50 clicks a day. You decide that each is worth a maximum CPC (cost per click) of $.40. Multiply $.40 by 50, and a budget of $20 per day seems like a good idea. With Microsoft Advertising, many of your bid strategy options are click-based so you'll only pay when someone clicks one of your ads. A good starting point is to think about your campaign budget in terms of clicks and CPC. In other words, how many clicks are you hoping to get each day, and how much is each click worth to you? You could apply the same logic to impressions, conversions, and other goals.

What to do if your budget isn't being fully utilized?

There can be a number of reasons for your budget not being fully utilized. Here are a few of the typical solutions we see:

• Are your bids high enough to be competitive? Search campaigns that have assets with low bid values may not make the first page of results, resulting in low impressions.
• Are you using Targeting to reach the right audience? You can use bid adjustments to improve your bids when we detect a customer is in your specified targeting.
• Are your bids too high for the budget you've set? If so, this can force your campaign into Limited by budget status, where delivery is limited to prevent budget overspend.
• Have you fully optimized your account? Check Recommendations to see if we've identified any optimization tactics that can benefit your performance.
• Is your click through rate (CTR) low? If so, consider optimizing your ad copy and organizing your keywords into ad groups to boost your average position.

You can learn more about budgeting options on the following help pages:

Discover your budget options

Set your campaign budget and bid amounts

Share a budget across multiple campaigns

Our support teams are happy to discuss your account in more detail via phone, chat or email to provide review assistance, please see our support page to reach out! 

I hope the information provided here will at least partly answer your question.  If you have any additional questions please do not hesitate to reach out to our support. I have also sent you a private message asking for further details. You are more than welcome to respond to me if you have any additional questions.

Kind regards, 

Vahid | Microsoft Advertising Support Specialist | 800-518-5689