Some of your campaigns may say they are “limited by budget” but they don’t make you any money

“Limited by Budget” status simply means that Google Ads is able to spend more money to bring in roughly the same quality of people and at a roughly similar Cost Per Click. This is great if the campaign is performing, go ahead and increase your budget. BUT, if the campaign isn’t performing, then increasing your budget is just going to give you more expense, but no more results. In this case, the better thing to do is limit how much you’re willing to pay for a click.

If you use Target ROAS bidding, that means a higher ROAS target number. If you use Target CPA bidding that means a lower CPA target number. If you use manual CPC that means a lower max CPC number. Your ultimate goal is to increase the quality of the people coming to your website, and lower the cost per click. When you do this, Google will naturally limit your clicks and impressions due to the fact that you are bidding lower. This will at the same time take away the Limited by Budget warning and increase the profitability of your campaigns.