Ad budgets kinda are fixed. That's how large ad buyers operate -- a product has a certain marketing budget, and an expected lift for a campaign. If you get more

Ad budgets kinda are fixed. That's how large ad buyers operate -- a product has a certain marketing budget, and an expected lift for a campaign. If you get more than that lift, you get a bonus. Less, meh, it happens (more often than not actually). I only remembered the razor ad because my immediate thought was "wow what a terrible ad" (and I work in this stuff). Can't tell you what brand of razors it was for.