Reasons Your Google Ads Are Not Working (& How to Fix It)
When Google Ads fail, so does your opportunity to grow. Learn how to fix common errors and improve ad performance.
Published January 7, 2025.
Are your Google Ads campaigns struggling to deliver results? Whether it’s low impressions, poor click-through rates, or lackluster conversions, underperforming ads can waste budget and limit growth. Identifying the root cause is key to turning things around—and many businesses face similar challenges that are often preventable with the right strategies.
Common issues include misaligned keyword targeting, ineffective ad copy, and improper campaign settings. For some, the problem lies in budget limitations or bidding strategies that fail to keep pace with competitors. Without a clear understanding of how these factors interact, even well-intentioned campaigns can fall flat.
The good news? These problems aren’t insurmountable. With a structured approach to troubleshooting and optimization, businesses can transform their underperforming Google Ads into high-performing assets. Keep reading to discover the most frequent reasons campaigns fail and actionable fixes to improve their effectiveness.
Common reasons your Google Ads don't work anymore
Google Ads can be a powerful tool for driving traffic and conversions, but several common pitfalls can hinder their effectiveness. Here are some of the most common reasons for them not working:
- Poor keyword targeting: Selecting unsuitable keywords can lead to your ads reaching the wrong audience or not appearing at all. Over-reliance on broad match keywords may cause your ads to show for irrelevant searches, resulting in wasted spend.
- Low Quality Scores: Quality Scores significantly influence your ad's performance, affecting both impressions and ad rank. Factors such as ad relevance, click-through rate (CTR), and landing page quality are crucial components.
- Incorrect budgeting and bidding strategies: Setting a daily budget that's too low can prevent your ads from achieving desired results. Similarly, bids that are too low compared to competitors may limit your ad's visibility.
- Campaign settings errors: Misaligned geo-targeting settings can cause your ads to appear outside your business's service area. Additionally, improper ad scheduling may result in your ads running at suboptimal times.
- Ad disapprovals: Ads can be disapproved for various reasons, including policy violations. Common issues include inappropriate content or misleading claims. Resolving disapprovals promptly involves reviewing Google's policies and making necessary adjustments.
By addressing these areas, you can enhance the performance of your Google Ads campaigns and achieve better results.
Why don’t I see my Google Ads when I search?
Not seeing your Google Ads when you search can be perplexing. Several factors may contribute to this issue:
Ad Rotation settings
Google Ads offers two primary ad rotation settings: "Optimize" and "Do not optimize." The "Optimize" setting prioritizes ads expected to perform better, potentially limiting the visibility of other ads in the rotation. Conversely, the "Do not optimize" setting delivers your ads more evenly into the ad auction for an indefinite amount of time, but doesn't optimize your ad.
Personalized search impacts
Google tailors search results based on factors like your location, search history, and device. If your ad targets a different geographic area or demographic than your personal profile, it may not appear in your search results. Additionally, frequent searches for your own ad without clicking can signal to Google's algorithm to display it less often, assuming it's not relevant to you.
Impression share challenges
Impression share represents the percentage of times your ads are shown compared to the total available opportunities. A limited budget or high competition can reduce your impression share, causing your ads to appear less frequently or not at all. Monitoring and adjusting your budget and bids can help improve your ad's visibility.
Understanding these factors can help you diagnose why your Google Ads might not be appearing when you search and guide you in making necessary adjustments to enhance their visibility.
Understanding Google Ads No Impressions Issues
Experiencing no impressions on your Google Ads can be frustrating. Several factors might contribute to this issue:
New campaigns or paused campaigns
When launching a new campaign or reactivating a paused one, it's essential to allow time for ad approval and the learning phase. Google reviews new ads to ensure compliance with its policies, which can take up to 24 hours. Additionally, the algorithm requires time to optimize ad delivery based on performance data. Patience during these initial stages is crucial.
Issues with Ad Group structures
An effective ad group structure aligns closely related keywords with specific ads. Misaligned keywords or overly broad targeting can dilute relevance, leading to fewer impressions. Ensuring that each ad group contains tightly themed keywords and corresponding ad copy can enhance performance.
Technical errors
Technical issues, such as incorrect tracking codes or misconfigured conversion actions, can impede ad performance. For instance, if conversion tracking isn't set up correctly, it may affect ad delivery and optimization. Regularly auditing your tracking setup and ensuring all technical components function properly is vital for accurate performance measurement.
Addressing these areas can help resolve issues related to no impressions in your Google Ads campaigns.
How to Fix These Problems
Enhancing the performance of your Google Ads campaigns involves several strategic adjustments.
1. Conduct a comprehensive account audit
Regular audits are essential to identify and rectify issues within your campaigns. Key elements to review include:
Keywords: Ensure they are relevant and appropriately match user intent.
Ad settings: Verify that targeting options, such as location and device preferences, align with your objectives.
Ad copy: Assess the effectiveness and relevance of your advertisements.
Using a structured checklist can streamline this process.
2. Improve ad copy and creatives
Crafting compelling ad copy is vital for engaging your target audience. Focus on:
Relevance: Incorporate keywords that resonate with user search queries to enhance ad relevance.
Calls to Action: Use clear and persuasive language to encourage desired user actions.
Additionally, highlight unique selling points to differentiate your offerings.
3. Adjust campaign budget and bids
Optimizing your budget and bidding strategies can improve ad visibility and performance. Consider:
Budget allocation: Ensure your daily budget aligns with campaign goals and market competition.
Bid adjustments: Experiment with different bid amounts to find the optimal level that balances cost and performance.
Regular testing and analysis are crucial for effective optimization.
4. Implement tools and resources
Make use of available tools and support to enhance campaign performance:
Google Ads support: Access assistance for troubleshooting and best practices.
Diagnostic tools: Employ analytics platforms to monitor performance metrics and identify areas for improvement.
Professional assistance: Consider consulting with experts for advanced optimization strategies.
Implementing these strategies can lead to more effective and efficient Google Ads campaigns.
Find the Right Google Ads Experts to Turn Your Campaigns Around
Don’t let underwhelming Google Ads campaigns hold your business back. With Mayple, you can find a trusted Google Ads marketing agency that understands your unique needs and goals.
Our carefully vetted experts specialize in improving ad performance, boosting impressions, and increasing conversions.
Get tailored strategies and measurable results by partnering with the best. Explore the possibilities with Mayple today.
