Impression share and limited by budget
How often your ad showed out of the times it could have — and the reason it did not.
Impression share is the percentage of eligible auctions your ad actually appeared in. Google splits the lost share into two reasons: lost to rank (your bid or Quality Score was not enough) and lost to budget (the campaign ran out of money before the day did). "Limited by budget" is the campaign status for the second case, and it is the one that is easy to misread: it means demand you have already paid to find is going to someone else, every day, at the price you were happy to pay. The honest response is not always more budget — it can be tighter keywords or a lower bid so the same money covers more of the day — but it is never nothing.
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