7 reasons why Google Ads Search campaigns are not running or biting money

Why is your Google Ads Search (SEM) advertising campaign not running or making money? What is the problem you are facing? Join Weapon Agency to discuss this problem!

1. Google Ads campaign not running due to low budget

The most common and easy to fix reason for ads not running is ‘out of money’. Usually, Google will start ‘charge’ when it falls into one of the following two situations: 

  • Your budget has reached your initial limit
  • Payment due account 

And if these payments are not made for some reason, your ad campaign will be discontinued. 

  1. Bid/Bid is too high or too low.

What is your daily budget for each campaign? If not ‘very much,’ be careful with your keyword bids. If the maximum CPC for a keyword exceeds the budget for the entire campaign, even if the target audience uses the ‘exact’ keywords to search, your ad will not be shown.

In the vast majority of cases, this is a rare problem. However, this situation is rarely over-adjusted for challenging industries such as B2B, real estate, investment, insurance, or businesses with a limited total budget.

On the other hand, the bid price is too low, and the ad will not ‘bite money.’ This problem is also understandable when displayed or not; ad rank and bid are two essential factors. If you want to adjust or squeeze out bids, bid stimulators will probably be the feature you should refer to estimate influence.


  1. Search volume/search volume of keywords is low.


A new search shows up – that’s what Google ads are. But unfortunately, even adding hundreds of words is not too meaningful for keywords, with search volume approaching 0 times/month. As a result, Google’s system will temporarily ‘inactivate’ those keywords in your account until the search volume suddenly rises to a certain threshold for various reasons.


  1. When running Google Ads, the decrease in the bid is too large.

This problem usually happens when you set automatic bid increase/decrease conditions depending on specific requirements – for example, by region, device type, and time of day. Using one or a combination of conditions to increase – decrease bids is also one of the optimal ways of advertising to maintain a presence in the market and direct the budget flow to the ‘right people at the right time to Maximize conversion opportunities.


And when the bid reduction percentage is too low, the consequences of this adjustment will immediately affect your Google Ads Search campaign, making the problem close to the second case – too low bid.


  1. Ad group is inconsistent in terms of keywords

The Google system calculates a quality score based on the relevance of your target audience’s search query and the keyword list in your ad group. If you have an ad group with messy keywords that are not closely related, this is like you are ‘puzzling’ Google’s scoring mechanism. 

When an ad group is too complex, your Google ads campaign has a high risk of not being displayed. This is also when you must recreate new ad groups with a more transparent, specific structure.

In addition, to optimize your Google Ads Search advertising strategy, you should also learn more about the recently updated BERT algorithm matching changes. Specifically, take 5-7 minutes to learn quickly in the article below!


  1. Your landing page is not related to the Google Ads Search Campaign

A landing page is also one of the factors used to calculate the quality score in advertising campaigns. If your landing page ‘fails’ to deliver on the promises outlined in the ad content or meet the purposes behind each customer query, the visibility of your ad will not be high because Google always aims to bring the most practical value to users.

Therefore, consider the list of keywords and queries the target audience uses, and evaluate the underlying purposes and what they expect to find. From there, adjust the content on the Landing page to create consistency from what customers want – ad copy – the content on the page. Sometimes you should use different landing pages to serve other ad groups if the keywords are difficult to reconcile on a single page.


  1. CTR is too low

Low CTR is also a factor that can cause your Google Ads campaign to stop showing. This factor is because CTR is the best indicator of the ‘usefulness’ of the ad copy, and Google’s system will give preference to ads with high CTR and ‘squeeze’ low CTR cases.

To increase CTR, businesses can:

  • Research search intent of the target audience as suggested in section 6
  • Or write an ad copy that is compatible with the customer journey. Subjects in the first stage are often inclined to seek information or to find answers to specific questions. In contrast, audiences at the ‘end of the journey are more likely to be attracted to ads that ‘push’ a purchase – offers, for example.

So if your CTR is fixed at a low level, it’s time to ‘refresh’ your ad copy! 


I hope the above article has helped you to ‘catch’ the problems from small to large when the ad campaign is not running or not biting money. Stay tuned for articles from Weapon Agency to improve conversion performance step by step, step by step!

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