What happens when you increase your budget?
In general, when you increase your Budget your ads will Spend more.
This is the best strategy when your main goal is to increase your Brand Reach and Total Sales Volume.
This usually means you could likely have a lower overall Return on Ad Spend ratio because your ads need to spend at different rates to convert in front of customers with varying intent levels.
What happens when you decrease your budget?
On the flip side, when you decrease your Budget, your ads will Spend less and will start by reaching those customers with the highest intent to purchase.
This is the best strategy when your main goal is to keep your Spend low and your Return on Ad Spend ratio as high as possible.
This usually means you could likely have a lower Brand Reach and Sales Volume.