11 Reasons Your Google Ads Aren’t Showing (& How to Fix!)

Kariuki Maina
By Kariuki Maina 17 Min Read

Contrary to my usual manner, I think it’s probably best that I make my introduction brief and to the point given the situation you’ve found yourself in.

No Google advertisements are shown for you. That’s concerning, to put it mildly.

It’s possible that there’s nothing to worry about if you can’t find your advertising on Google search: Only check for your ad using the Ad Preview feature.

However, what if they aren’t shown in the Ad Preview tool? That is a problem.

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The good news is that there is probably a very excellent reason why your Google advertisements aren’t appearing. I’ll categorize those motives into performance-related and non-performance-related groups to make things more clear. I’ll start with the latter group as they are typically simpler to cure.

What I mean by “non-performance concerns” is as follows. Frequently, factors unrelated to the caliber of your advertising, landing sites, ad groups, etc. prevent your Google ads from appearing. In other words: There are many reasons why your Google advertisements may cease appearing, even if you’re doing a fantastic job of following Google Ads best practices. Below are seven of them.

1. Your payment didn’t go through

If you’re paying for your Google Ads account automatically, like many advertisers, Google will bill you when either (1) you hit your pre-determined payment threshold or (2) the end of your current billing cycle. Depending on which occurs first.

It should go without saying that the payment information associated with your account must be current and legitimate in order for these transactions to be successful. Your advertising won’t appear in the search results if Google is unable to charge you.

2. Your bids are either too high or too low

As you may already be aware, each of your Google Ads campaigns requires that you specify a daily budget. Your ads won’t appear for queries matching a certain keyword if the maximum cost per click (CPC) bid you set for it exceeds the budget of the campaign it is part of. Check to see if there are any inconsistencies between campaign budgets and keyword bids in your account.

On the other hand, if your bids are too low, your Google advertising could not be appearing. Your quality score for the keyword you are bidding on as well as the actual bid determine your ad rank for a certain auction. You may use bid simulators to calculate the effects of raising your bids by various amounts by going to the Keywords area of your Google Ads account.

You can add any of these columns to your Keywords report.

3. Keyword search volume is too low

The advertising you have associated with a term that receives little to no monthly search traffic may not be eligible to display. When Google realizes you’re targeting a term with a very low search traffic, it will temporarily deactivate it in your account. Google will immediately react to the keyword if search volume increases to a respectable level.

4. Your ad has been paused, removed, or disapproved

Your Google advertisements could not be appearing because they have been paused, or because the ad groups or campaigns that contain them have been halted. If so, all you have to do is change their status from Paused to Enabled.

Alternatively, it’s possible that your ads—or the accompanying ad groups or campaigns—have been deleted from your account for a variety of reasons and are no longer visible. You’ll have to start over if this is the case, which is unfortunate.

Simply go to Change History to discover whether you’ve unintentionally stopped or deleted anything from your account. You may filter by Status to see the updates that have been made to your account here.

If nothing has been stopped or deleted yet your Google advertisements are still not appearing in the search results, it’s conceivable that they have been rejected. Any advertisement that has been rejected is obviously ineligible to be displayed to users. Check out Google’s ad policies to find out how to amend your rejected advertisements and get them back on the SERPs.

5. There’s a scheduling or targeting mistake

You can tell Google which days of the week and what time of day you’d want your advertisements to appear by setting an advertising schedule for each of your Google Ads campaigns in the same way that you specify a budget for each campaign. Make sure your advertisements aren’t planned too tightly by going to the Ad Schedule page of the campaign that concerns you.

You can discover the geographical targeting criteria for your campaign right next to that Ad Schedule option. Your Google advertisements could not be appearing because there isn’t enough keyword search activity coming from the area you’re targeting. Once more, you should avoid making this campaign’s environment overly constrictive.

Pro tip: Use the Observation setting rather than the Targeting setting if you want to examine how a certain segment of your prospects responds to your ads without specifically advertising to that group. Observing allows you to reach a large audience while monitoring the effectiveness of your advertising among a specific audience, as opposed to targeting, which restricts you to just reaching a certain population. In this manner, you’re getting insightful information without becoming too specific.

6. Negative keywords are negating active keywords

Negative keywords— both at the ad group level and the campaign level, allowing you to prevent your advertisements from matching to pointless inquiries. Negative keywords that counteract active keywords may be the reason of some of your Google advertisements not appearing.

Take the phrase match keyword “CRM free trial” as an illustration. Suppose you’re bidding on it and you’ve configured free CRM as a campaign-level wide match negative. The negative keyword would take precedence over the active term in this scenario. Simply change from the wide match negative [free CRM] to the precise match negative [free CRM] to resolve this. By doing this, you would be able to target visitors seeking for a free CRM trial while excluding those looking for a free CRM from your advertising.

7. Your negative bid adjustments are too large

We still have one more situation to go through before we get to performance-related problems that might prevent your Google advertising from appearing: The size of the negative bid adjustments you’ve placed is wrecking your ad rank.

Negative bid adjustments may be based on a variety of different characteristics, including device type, time of day, location, and others. These adjustments let you automatically lower your bids inside a certain campaign under specified conditions. Despite how useful this feature may be, if your negative bid changes are too harsh, you run the risk of eliminating yourself from the ad competition.

You may occasionally discover that your Google ads aren’t appearing because you fall short of Google’s expectations for PPC best practices. To put it another way: Sometimes, optimization is the key to getting your Google advertising to appear. For the remainder of this tutorial, that is what we’ll be discussing.

(These parts will be a little longer than the previous ones since optimization is tougher than changing the negative keyword match type or updating your payment card details.)

8. Your ad group isn’t focused

The two elements that make up an ad group in your Google Advertisements account are keywords and ads. The keywords and advertisements residing in the same ad group are connected, which is why Google homes them under the same roof. Google is aware which of your advertisements to choose when one of your keywords is referenced in a user’s search query and you are included in the ad auction.

The more pertinent your ad is to the user’s query, the better you’ll perform in the ad auction and the higher you’ll appear in the paid search results. This gets me to the main issue: How can you ensure that your ad is pertinent to the search?

Short answer: by creating ad groupings made up of closely associated keywords. No matter which term is triggered or which ad is chosen, your ad will almost certainly be relevant to the user’s inquiry if the keywords in your ad group are closely connected to one another.

Your ad groups’ organization may be the reason your Google advertisements aren’t appearing. If you discover that the keywords you used to create your ad groups aren’t closely connected to one another, it’s probably the cause of your underperformance in the ad auction.

9. Your ad copy isn’t optimized

Building targeted ad groups is only the beginning of making sure your advertisements are pertinent to your prospects’ search queries; it’s also crucial to improve your ad text. Thankfully, this is a little easier to do than perfecting your ad group structure.

In order for an ad to be optimized to rank well in paid search results, your target keyword must be used in the text. Your ad’s relevance to the user’s search query is efficiently communicated to Google by include your target keyword in the content.

(Do you see a pattern here? Good! Relevance is key when you need to improve since your Google advertisements aren’t appearing.)

I’m hoping that this clarifies some of my earlier suggestions for ad group organization. You should have more keywords than advertisements in a particular ad group. It will be much simpler to include these keywords into your material if you’ve made sure that they are closely connected to one another.

Think of it this way: It would be challenging to create text that uses both the keywords “dog food” and “10 foot dog leash” if they were contained in the same ad group, wouldn’t you agree? On the other hand, you’d be in terrific condition if you included the keywords “dog food” and “dog snacks” in the same ad group.

The bottom line: It’s possible that your Google advertisements aren’t appearing because your text isn’t keyword-focused enough.

10. Your landing page isn’t relevant

Google looks at more than just the relevance of your ad language when determining whether you should rank highly in the sponsored search results; it also considers the relevancy of your landing page. In essence, you won’t do well in the ad auction if your landing page doesn’t assist people in accomplishing their goals, as indicated by the intent behind their search queries.

What that means for you is as follows: Each of the keywords you’re aiming for with your Google advertising needs careful examination. Consider the users whose search terms are bringing up these keywords. What are they having trouble with? What are they attempting to achieve? What might you do to assist them?

Landing page for an ad triggered by the query “collaboration software.”

The information on your landing pages should be influenced by your responses to these questions. You’ll do better in the Google Ads auction if your landing pages are more effective in resolving user issues. Additionally, be sure to include your target keywords in the content of your landing page as a precaution. You can only benefit from that.

11. Your click-through rate is too low

The click-through rate, or the rate at which your advertising convert impressions into clicks, is one last argument for why your Google ads aren’t appearing. Practically speaking, your ad’s CTR tells you how enticing it is to your prospects. The reverse is true if your ad’s CTR is low: a high CTR indicates that your messaging is truly connecting with users.

Google offers incentives to marketers that create advertisements that appeal to users. Therefore, you should anticipate to perform badly in the ad auction the lower your CTR is for a specific ad (or keyword). You must produce material that seizes their attention and compels them to click if you want your advertisement to appear to your prospects more frequently.

Unbelievably, our recommendations for generating landing pages with high levels of relevancy and compelling ad text are virtually identical. Consider the consumers who are using the term your advertisement is targeting, as well as the exact issue or pain point you need to solve. To put it another way, creating an advertisement that generates a high CTR is all about catering to the specific demands of your prospects in accordance with where they are in the customer journey.

Near the top of your marketing funnel, prospects who are just starting their customer journeys often like advertisements that give pertinent information and address their concerns. Near the bottom of your marketing funnel, prospects who are at the conclusion of their customer journeys often value advertising that help them convert or make a buy.

Take a thorough look at your ad text and assess if you’re doing a good enough job of mapping keywords to the customer journey and fulfilling customers’ demands if your Google ads aren’t appearing and you can relate it to poor CTRs.

For a digital marketer or company owner, realizing that your Google advertisements aren’t appearing may be a frightening and perplexing experience. It’s all too simple to start feeling anxious and let your thoughts wander.

As much as we may be able to identify with that, it’s critical to understand that there is a perfectly logical explanation for why your Google advertisements aren’t appearing. There is always something you can do to right the ship and get your advertising back in front of your prospects, whether the problem is performance-based or not.

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By Kariuki Maina Kariuki Maina
In a world full of worriers, be the warrior.
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