Why don’t we have PBA?

While PBA works well for high-spend advertisers, we’ve seen that teams spending under $100K a day and managing multiple accounts often prefer more flexible approaches. That’s because PBA can sometimes fall short in understanding business logic and context. For example, a gym might see peak demand on Mondays, but since people typically don’t pay for memberships over the weekend, PBA could interpret the drop in weekend conversions as a signal to reduce spend on Monday, missing the real business context behind the data.

Automation should support human insight, not replace it. Modern marketers don’t rely on algorithms alone -  they use them to amplify smarter decisions.