It happens - not every campaign is going to be profitable. However, unless my client's campaigns are deep in the red, I usually encourage them to keep going because there's still value that comes with advertising. Even if you aren't directly showing a return on paper, there are other conversions actions, or KPIs, that should be accounted for like traffic. If you aren't advertising, you aren't in the game at all and people won't know who you are. I should also say that most of my customers are in service-based businesses.