The pandemic changed the way the world did business. More people were staying at home by choice or they were ordered to do so by their government officials. Businesses that were deemed non-essential and had no digital presence closed down. But those who remained open with essential goods and services and those who would do their business online continued to function even if at a reduced pace.
After explaining to the client our predictions in behavior, they trusted us but still wanted to lower ad spend. That was fine as we did not feel we needed to run at the same level we were before. Once things return to normal we can re-evaluate our budget versus conversion velocity.
We made some adjustments to the campaign in terms of budget, but otherwise, let it run and waited for the data.