Optimizing for a target cpa is never a possibility because at an agency or in house marketing team your given x budget and expected to spend it. That's far too

Optimizing for a target cpa is never a possibility because at an agency or in house marketing team your given x budget and expected to spend it. That's far too strong a statement. Plenty of small businesses could be more flexible than this if it made commercial sense. I’ve never seen someone underspend a budget and be thanked for it. That's a problem with the businesses you've seen, not the principle of not spending money unnecessarily.