Google Shopping Ads Not Spending? [Troubleshooting Underutilized Budget]

A diverse array of products displayed on a vibrant shopping cart.Google Shopping Ads not fully spending your allocated budget can be a frustrating issue. Did you know that account issues and incorrect targeting settings are often the culprits behind this problem? In this blog post, we will delve into common reasons for underutilized budgets in Google Shopping ads and how to troubleshoot them.

Let’s unlock the potential of your advertising budget!

Key Takeaways

  • Low daily budget for targeted keywords can prevent Google Shopping Ads from fully spending your allocated budget. Consider raising your budget or choosing cheaper keywords to maximize ad performance.
  • Adjusting delivery settings to accelerated delivery instead of standard delivery can help ensure that your ads are shown as quickly as possible, reaching a larger audience and potentially spending your entire budget.
  • Account suspension, low Quality Score, limited search impression share, and incorrect bidding strategy are other factors that may contribute to underutilized budgets in Google Shopping Ads. Troubleshoot these issues by addressing account problems, optimizing ad relevance and targeting, and adjusting bids accordingly.

Reasons for Underutilized Budget in Google Shopping Ads

There are several reasons why your Google Shopping Ads may not be fully spending your allocated budget.

Low daily budget for targeted keywords

A low daily budget for targeted keywords can halt ad spending. Some keywords cost more because they are popular. If your budget is too low, you won’t get any hits. It’s like trying to buy a big house with little money.

You have to raise your budget or pick cheaper keywords. Neither choice is bad, but you need to decide based on what you want from the ads.

Standard delivery settings

If your Google Shopping ads are not spending the allocated budget, one possible reason could be the standard delivery settings. Standard delivery is the default setting for ad delivery that spreads out your budget evenly throughout the day.

While this can be effective for some campaigns, it may result in underutilized budget if your target audience is more active during certain times of the day or week. By using accelerated delivery instead, you can ensure that your ads are shown as quickly as possible until your daily budget is exhausted.

This allows you to reach a larger audience and potentially spend your entire budget to maximize results. So, consider adjusting your delivery settings to optimize the performance of your Google Shopping ads and make better use of your allocated budget.

Account suspension

If your Google Shopping ads are not spending the allocated budget, one possible reason could be an account suspension. Account issues and Merchant Center account problems can prevent your Shopping ads from running smoothly.

It is important to ensure that your account is in good standing and there are no violations of Google’s policies. If you have received any notifications or warnings about policy violations, addressing those issues promptly can help resolve the account suspension and get your Shopping ads back on track.

Low Quality Score

Low Quality Score can be a reason for underutilized budget in your Google Shopping ads. A low Quality Score means that Google considers your ad to be less relevant to users’ search queries.

This can result in lower ad positions and fewer impressions, leading to reduced spending of your allocated budget. To improve your Quality Score, focus on optimizing your product feed and targeting keywords that closely match what potential customers are searching for.

Also, make sure that the landing page of your ads provides a good user experience and is relevant to the keywords you’re targeting. By improving your Quality Score, you can increase the performance of your ads and effectively utilize your budget.

Limited search impression share

Limited search impression share occurs when your Google Shopping ads are not appearing as often as they could in search results. This means that your ads have the potential to reach more people, but for some reason, they’re not being shown frequently enough.

It could be due to factors like low bid amounts, low ad quality, or fierce competition for keywords. When you have limited search impression share, it’s important to optimize your bids and improve your ad relevance to increase visibility and reach a larger audience.

Incorrect bidding strategy

Using the wrong bidding strategy can lead to underutilized budget in Google Shopping ads. If your bids are too low, your ads may not show up as frequently or prominently as they should.

On the other hand, if your bids are too high, you might end up spending more than necessary without getting the desired results. It’s important to find the right balance and customize your bidding strategy based on factors like competition, conversion rates, and profitability.

By adjusting your bid amounts and using bid modifiers effectively, you can optimize your campaign’s performance and ensure that your budget is being utilized efficiently.

Troubleshooting Strategies for Underutilized Budget

To address underutilized budget in Google Shopping Ads, there are several strategies that can be employed. These include adjusting the daily budget and bidding strategy, improving Quality Score, increasing search impression share, and optimizing the product feed and targeting.

Adjusting daily budget and bidding strategy

To make sure your Google Shopping ads are spending effectively, you can adjust your daily budget and bidding strategy. Here’s how:

  1. Review your current daily budget and ensure it is sufficient for the targeted keywords. If the budget is too low, increase it to allow more spending.
  2. Analyze your bidding strategy and consider adjusting it to maximize your ad spend. Experiment with different bid amounts to find the sweet spot that generates optimal results.
  3. Monitor your campaign performance regularly and make adjustments as needed. Keep an eye on the cost per click (CPC) and conversion rates to determine if any changes in budget or bidding strategy are necessary.
  4. Consider using automated bidding strategies offered by Google Ads, such as target ROAS (Return on Ad Spend) or target CPA (Cost Per Acquisition), to optimize your ad spend based on specific goals.
  5. Utilize data – driven insights from Google Ads to identify opportunities for budget reallocation or bid optimizations. Look for keywords, ad groups, or products that are generating higher returns and allocate more budget accordingly.

Improving Quality Score

Improving Quality Score is important in Google Shopping Ads to increase ad performance and maximize budget utilization. Here are some strategies to improve your Quality Score:

  1. Relevant product titles: Use descriptive and accurate product titles that align with the search queries of potential customers.
  2. High-quality product images: Upload high-resolution images that showcase your products in the best possible way, as this can improve click-through rates and user experience.
  3. Detailed product descriptions: Provide comprehensive and informative descriptions for your products, including key features, specifications, and benefits.
  4. Optimize landing page experience: Ensure that your landing page is user-friendly, loads quickly, and provides relevant information about the advertised products.
  5. Maintain competitive bids: Bid competitively to increase the chances of your ads being shown at a higher position on search results pages.
  6. Monitor keyword relevance: Regularly review and update your keywords to ensure they are relevant to your products and target audience.
  7. Improve ad relevance: Craft compelling ad copy that matches consumers’ search intent and highlights unique selling points of your products.
  8. Enhance website performance: Optimize your website speed, mobile responsiveness, and overall user experience to provide a seamless shopping journey for customers who click on your ads.

Increasing search impression share

To increase your search impression share and make the most of your Google Shopping ads budget, try these strategies:

  1. Optimize your product feed: Ensure that your product titles, descriptions, and attributes are accurate, relevant, and optimized with keywords.
  2. Improve your bidding strategy: Adjust your bids to be more competitive for high-performing products or targeted keywords to increase visibility.
  3. Expand targeted keywords: Research and add new relevant keywords to broaden the reach of your ads and increase the chances of appearing in more searches.
  4. Increase ad rank: Improve your Quality Score by optimizing your landing page experience, ad relevance, and expected click-through rate (CTR).
  5. Enhance ad extensions: Utilize ad extensions like product highlights or promotions to provide additional information and encourage clicks.
  6. Maximize campaign settings: Ensure that you have enabled accelerated delivery instead of standard delivery to show ads throughout the day and exhaust your daily budget effectively.
  7. Monitor search terms report: Regularly review the search terms report to identify irrelevant or low-performing search queries and add them as negative keywords.
  8. Keep an eye on competitors: Track competitor campaigns and adjust bids or targeting accordingly to outperform them in search results.

Optimizing product feed and targeting

To optimize your Google Shopping ads and ensure better utilization of your budget, consider these strategies:

  • Improve the quality of your product feed by providing accurate and detailed information about each product.
  • Use high – quality images that showcase your products in the best light.
  • Optimize your titles and descriptions with relevant keywords to increase visibility.
  • Review and refine your product targeting to reach the right audience for your products.
  • Experiment with different bid adjustments for specific products or categories to maximize performance.
  • Regularly assess and update your product feed to keep it fresh and relevant.

Common Mistakes to Avoid in Google Shopping Ads

Overusing negative keywords, inconsistent ad status, and narrow audience targeting are among the common mistakes to avoid in Google Shopping Ads.

Overuse of negative keywords

Using too many negative keywords in your Google Shopping ads can lead to underutilized budget. Negative keywords are words or phrases that you specify to ensure your ads do not show for irrelevant searches.

While they can be helpful in avoiding wasted clicks, using too many negative keywords can limit the reach of your ads and prevent them from showing to potential customers who may be interested in your products.

It’s important to regularly review and refine your list of negative keywords to strike a balance between filtering out irrelevant searches and reaching a wide enough audience to spend your allocated budget effectively.

Inconsistent ad status

Inconsistent ad status can be a reason for not fully utilizing the budget in Google Shopping ads. This means that some of your ads may be active while others are paused or disapproved.

When this happens, your ads won’t show consistently, leading to underutilized budget. It is important to regularly monitor the status of your ads and make sure they are all active and approved.

If any ads are paused or disapproved, you should take immediate action to fix the issues and get them running again. By ensuring consistent ad status, you can maximize the spending of your budget and increase the effectiveness of your Google Shopping ad campaign.

Narrow audience and location targeting

To make the most of your Google Shopping ads budget, it’s important to reach the right audience and target specific locations. If your audience targeting is too narrow or if you’re only advertising in a limited number of locations, you may not be able to spend your budget effectively.

By expanding your audience targeting criteria and including more relevant locations, you can increase the chances of reaching potential customers and driving more conversions. Don’t limit yourself by being too specific with your targeting – open up the possibilities for higher ad performance and better budget utilization.

Scheduling errors

Scheduling errors can be a reason why your Google Shopping ads are not spending the allocated budget. If you have set specific start and end dates for your campaigns or ad groups, it’s possible that there might be a mistake in the scheduling.

This error can prevent your ads from running at the intended times, resulting in underutilized budget. It’s important to double-check your campaign settings and make sure that the scheduling is accurate to ensure that your ads are being shown when you want them to be.

Remember, even small mistakes in scheduling can have a big impact on your ad performance and budget utilization.

Pending ad reviews

If your Google Shopping ads are not spending their allocated budget, one possible reason could be pending ad reviews. When you create new ads or make changes to existing ones, they may go through a review process before being approved and shown to potential customers.

During this time, your ads may not spend the entire daily budget until the review is complete and they start running. This delay can impact the overall utilization of your advertising budget.

So, it’s important to keep track of any pending ad reviews and monitor their progress to ensure that your ads start delivering as soon as possible.

Resources and Tools for Managing Google Shopping Ads Budget

Some resources and tools that can help in managing Google Shopping Ads budget include PPC Signal, the Google Ads help center and support, CTR Survey, and various Google Ads management tools.

PPC Signal

PPC Signal is a helpful resource and tool for managing your Google Shopping Ads budget. It provides real-time alerts and notifications about important changes in your advertising campaigns, such as budget exhaustion or underutilized budget.

With PPC Signal, you can easily monitor the performance of your ads and take immediate action to optimize your budget allocation. This tool can help you stay on top of any issues that may be causing your ads to not spend their allocated budget, allowing you to make necessary adjustments and improve the effectiveness of your Google Shopping Ads campaign.

Google Ads help center and support

The Google Ads help center and support can be valuable resources for managing your Google Shopping ads budget. They provide guidance on a wide range of topics, including campaign optimization, troubleshooting issues, and utilizing budget effectively.

If you have any questions or need assistance with your account, the help center is a great place to start. You can find step-by-step instructions, video tutorials, and FAQs to address common concerns.

Additionally, if you require more personalized support, you can reach out to the Google Ads support team for further assistance. They are available to answer your queries and provide expert advice to help you maximize the impact of your advertising budget.

CTR Survey

To better understand the performance of your Google Shopping ads and improve their effectiveness, conducting a CTR (Click-Through Rate) survey can be beneficial. By analyzing the click-through rates of your ads, you can gain insights into how well they are resonating with audiences.

This information can help you identify areas for improvement in terms of ad content, targeting, and positioning. The CTR survey allows you to make data-driven decisions and optimize your Google Shopping ads for higher engagement and conversions.

Google Ads management tools

There are several useful Google Ads management tools that can help advertisers effectively manage their Google Shopping ads budget. These tools provide valuable insights and data to optimize ad campaigns for better performance.

For example, the PPC Signal tool can help monitor ad spend and alert advertisers if there is any significant deviation from the allocated budget. The Google Ads Help Center and support resources offer guidance on troubleshooting issues related to underutilized budgets.

Advertisers can also use the CTR Survey tool to analyze click-through rates and make necessary adjustments to improve campaign effectiveness. These tools can be invaluable in maximizing the impact of Google Shopping ads and ensuring that the allocated budget is fully utilized without wastage.


If your Google Shopping ads are not spending the allocated budget, don’t worry. There can be several reasons for this issue, such as low daily budget or incorrect bidding strategy.

However, by troubleshooting and optimizing your campaigns, you can make the most out of your advertising budget. Avoid common mistakes like overusing negative keywords or having inconsistent ad statuses to ensure better performance.

Utilize resources and tools available to manage and optimize your Google Shopping ads budget effectively. Keep tweaking and improving to maximize conversions and reach a wider audience with your ads.


1. Why are my Google Shopping ads not spending?

Your Google Shopping ads may not be spending due to various reasons such as low bid amounts, limited budget, targeting restrictions, or low search volume for your products.

2. How can I troubleshoot underutilized budget in my Google Shopping ads?

To troubleshoot an underutilized budget in your Google Shopping ads, you can review and adjust your bid strategy, increase your daily budget allocation, expand your target audience or location settings, optimize product titles and descriptions, or refine keyword targeting.

3. What should I do if my underutilized budget persists despite troubleshooting efforts?

If your underutilized budget persists despite troubleshooting efforts, you may need to seek assistance from a digital marketing professional who specializes in Google Ads to identify any technical issues or provide further optimization suggestions.

4. Can you guarantee that fixing the underutilized budget issue will increase conversions on my Google Shopping ads?

While troubleshooting the underutilized budget issue can improve ad performance and visibility, we cannot guarantee increased conversions as it depends on factors such as product quality and competitiveness within the market.

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