We recently switched firms that manages our AdWords campaigns. AdWords is terra incognita for me (trying to get up to speed, but....)
So we had a budget. They have full access to our account and historical data and campaigns etc.
In the first month they only managed to spend to about 65% of budget. In the second month they spent 47% of budget despite being told that if there was good ROAS we would actually be willing to exceed budget. Then in month three they were on track to 70% of budget.
We have terms with great cost per conversion where the cost could triple and still give us excellent return, but several of those terms have notices that they bids are too low to appear on the first page.
So... is this reasonable that it would take three months to ramp up to full spend? In the meantime we're not seeing the sales volume we're used to when our campaigns are up and running at full speed.