A software company launches a social media ad campaign to increase brand awareness. After two weeks, they have achieved 500,000 impressions and a reach of 50,000, but only 100 clicks to their website. The marketing manager wants to immediately increase the budget to get more clicks. What should they do first?

The campaign objective determines which metrics should guide optimization decisions. For an awareness-focused campaign, impressions and reach are more directly aligned with visibility than clicks. A low click count may not signal failure if the primary goal is brand exposure. HubSpot’s ads tool supports reviewing ad performance before changing budget, goal, or channel strategy.