u/Hefty_Recipe_7677

I am running a Google Ads App Campaign focused on maximizing in-app purchases, with a cost per in-app action (purchase) target of Rs 100.

For example, if I set a budget of Rs 1000/day, the campaign initially performs well and I get around Rs 4-5 per install.

After a couple of days, Google starts showing "Limited by budget", even though the campaign was performing well on the Rs 1000/day budget and was giving results according to what I wanted. Then the campaign’s actual daily spend drops to around Rs 300-Rs 400 after that notice.

When I follow Google’s recommendation and increase the budget to around Rs 3000/day, the cost per install jumps to around Rs 8-10.

So I end up spending much more but getting almost the same number of installs, which makes the campaign unprofitable.

What is happening here and how should I scale this campaign without destroying the cost per install?

I was scrolling through my Play Console app - orders tab and noticed that a lot of orders were automatically refunded/cancelled, even though I didn’t initiate any refunds.

This is happening every other day. Is there some loophole users are taking advantage of or any Play Console setting/configuration I need to check?