This is a pretty open ended question but assuming you run an ecommerce business. Depending on what you have set up and the price range of your products or services or services this may not be the best strategy for you, This strategy works well for E-commerce companies with a large varied cost of products: Step 1 Make sure you have remarketing audiences set up across your PPC platforms for any users who have visited your website. New Campaigns Demand Generation Campaign - Goal - Click / Traffic Demand Generation Campaign - Awareness and consideration Use the campaigns to drive as much traffic through to your website as possible before the sale period for as low of a cost as possible. This will introduce a bunch of users to your company right before sales time. Once sales time comes around, focus huge budgets onto remarketing campaigns of users who have been to your website. This will bring tonnes of qualified traffic back to your website come sales time.

@Thiago Castro Great so the above strategy is most likely appropriate for you. You can mix in some lead generation offers for things like early access to the sale and reminder ads on Meta ads to generate more emails for your email marketing campaigns and to feed into your remarketing audiences come sales time ads well. You'll probably want to allocate some extra budget for the sale period if that hasn't been done to ensure an uplift in traffic pre-sale to feed your targeting. You'll also want to obviously increase budgets to remarket to all of the new users as aggressively as possible during sales time. If you have the budget for it, you could also create a focused search campaign and a shopping campaign to cover extremely high impression shares for your highest converting keywords / products leading up to the sale. This will drive a higher intent traffic to your website then the Demand Generation Performance Max Campaigns. Remarketing to this traffic will have a higher conversion rate then the mentioned demand generation campaigns although clicks from this traffic will be more expensive.

@Todd Creager From the screenshot in analytics 4, it looks like your purchases are being tracking in GA4. Are you seeing conversion value reported in Google analytics 4? If purchases are being tracking in GA4, but there not importing into Google ads, then it most certainly one of the following: 1. An issue with your google ads / GA4 account linking. 2. The purchase conversion isn't being imported correctly into the Google ads account from Google Analytics 3. The Google ads account isn't producing any purchase conversions 4. Somehow, the tracking from the clicks on your Google ads falls off in users journey making it looks like all purchases are direct meaning no purchases will be attributed to Google ads. Without having access it's impossible to tell, but you need someone who knows what they're doing to look into how things are set up to determine what exactly is going on here.

@Todd Creager That screenshot is just showing that your tag is firing. It looks like the other fields are for tag hits on specific events but I can't see what it's saying at the end of the the fields

@Stephen Gache Agree with everything here! Don't set a tROAS until you have 30 conversions in a 30 day period.

There could be sooooo many reasons this isn't working for you. What's the offer in the ad text? What bid strategy are you using? What location are you targeting? Whats the est cpcs for the keyword you are using?

Id recommend looking for an entry level job in a marketing agency. Getting this kind of inside experience will give you the best chance at seeing what actually works and what doesn't. Trying to managing things with low budgets' really won't teach you much other then low budgets don't typically have much of an impact imo.