You’ve launched your Google Ads campaign, double-checked your keywords, and waited eagerly… but your ads aren’t showing. Not even when you search for them. Frustrating, right?
This is one of the most common questions I get from clients and the good news is, there’s usually a simple explanation.
Here are the top reasons your Google Ads might not be showing and how to fix them. But first, my main suggestion is - Don’t Google your own keywords! Use the Ad Preview & Diagnosis Tool in Google Ads to safely check visibility!
1. Your Budget or Bids Are Too Low
If your daily budget is small or your max CPC bids are below what competitors are willing to pay, Google may simply decide not to show your ad.
Fix:
• Increase your max CPC bids, especially for high-intent keywords
• Review auction insights to see how often you're missing out due to rank or budget
• If you’re limited by budget, focus on fewer campaigns or narrow your targeting
2. Your Keywords Have Low Quality Scores
If your keyword Quality Score is low (especially below 5/10), Google deprioritises your ad or doesn’t show it at all.
Fix:
• Check the three components: expected CTR, ad relevance, and landing page experience
• Make sure your ad copy closely matches the keyword intent
• Improve your landing page to be more relevant and trustworthy
3. Your Ad Rank Isn’t High Enough
Ad Rank = Bid x Quality Score x Extensions/Assets. If you’re losing to competitors on any of these fronts, you might not appear at all.
Fix:
• Use more ad extensions (sitelinks, callouts, structured snippets)
• Improve ad copy and landing page to increase Quality Score
• Test smart bidding strategies like Target Impression Share (if visibility is your goal)
4. Your Ads Are Scheduled Outside Your Search Time
Ads won’t show outside your set ad schedule.
Fix:
• Go to Campaign Settings → Ad Schedule
• Expand your schedule if you need more visibility across different times
5. You’re Outside the Targeted Location
If you’re targeting, say, “London” and you’re in Manchester, your ad may not show (depending on your location settings).
Fix:
• Check Location Targeting → Presence or Interest
• Set it to "People in or regularly in your targeted locations" if needed
6. Your Campaign or Ad Group Is Paused (Yes, Really)
Sometimes it’s the simplest thing, a paused campaign, ad group, or keyword.
Fix:
• Check the status of campaigns, ad groups, ads, and keywords
• Make sure nothing important is accidentally paused or disapproved
8. Disapproved Ads or Policy Violations
If your ad violates Google’s policies (even unintentionally), it won’t run.
Fix:
• Go to Ads & Assets → Policy Issues
• Fix any violations and request a review
• Look out for sneaky things like using all caps, exaggerated claims, or restricted content
