1. Conversion rate going up
Often means targeting narrowed. Higher rate, smaller business.
2. CPC going down
Frequently means cheaper, worse traffic. Judge on cost per order.
3. ROAS going up after a target change
Tighten the target and ROAS always improves while volume falls. Technically better, commercially a retreat.
4. Impressions growing
Reach without qualification is a cost, not an outcome.
5. "Limited by budget" as a warning
On a profitable campaign it is the best news in the account, not a problem to solve.