A company aims to increase its footprint within a specific industry. Which strategic goal should they align their bid strategy toward?

Growing a footprint in an industry is a market share goal: bidding to value or volume with a break-even target (CPA or ROAS). The intent is to win more of the available demand than competitors, even if that means accepting thinner returns while doing it. Setting the target at break-even is what makes that possible — the campaign will keep buying auctions as long as they do not lose money, rather than declining anything below a profit threshold. Contrast that with a profit goal, which deliberately turns down marginal-but-positive volume in favour of the best returns. Both are legitimate; they just describe different ambitions. The important discipline with a market share goal is treating it as a deliberate, time-boxed decision with a known cost, and knowing what the break-even point actually is before setting it.