Why Am I Not Receiving Impressions In Google Ads? [Troubleshooting Visibility Issues]

Do you ever pull up your Google Ads account and wonder why you’re not seeing the number of impressions you expected? It can be alarming, especially considering that every missed impression is a potential lost customer.

This blog aims to guide you through common reasons for low or zero impressions in your Google Ads and practical steps to troubleshoot these visibility issues. Read on as we unravel this mystery together, enabling a more successful online advertising experience!

Key Takeaways

  • Check if your Google Ads campaign is paused and restart it to get your ads back up and running.
  • Low search volume for targeted keywords may result in fewer impressions. Broaden your keyword selection to reach a larger audience.
  • Adjust bidding strategy to ensure competitiveness without exceeding budget limits.
  • Review and adjust daily budget, ad schedule, and post-click landing page relevance for optimal visibility.
  • Make sure your ads comply with Google’s guidelines to avoid disapproval.
  • Regularly review negative keyword list to prevent inadvertent restriction of ad reach.
  • Refine ad groups based on specific themes or keywords for improved relevance and more impressions.
  • Consider device bidding and broaden targeting parameters for broader exposure.
  • Set accurate location targeting to reach the right audience effectively.
  • Improve Quality Score by optimizing keyword relevance, creating compelling ad copy, and enhancing the user experience on landing pages.

Common Reasons for Not Receiving Impressions in Google Ads

The campaign may be paused or there could be no/low search volume for the targeted keywords.

Campaign is paused

Your ads won’t show if your campaign is on pause. Turning it off stops the ads from coming out. You can check this in Google Ads. If it’s paused, start the campaign again to get your ads back up and running.

Now, users will see your ads when they search for things that match your keywords.

No/low search volume

If you’re not getting many impressions in your Google Ads campaign, one possible reason could be that there is no or very low search volume for the keywords you are targeting. This means that not many people are searching for those specific terms on Google.

When there’s low search volume, it can limit the number of impressions your ads receive because there simply aren’t enough searches happening to show your ads to.

To address this issue, you may need to broaden your keyword selection and target more popular or relevant terms with higher search volumes. By doing so, you can increase the chances of your ads being seen by more people and receiving more impressions.

Not bidding enough

If you’re not receiving enough impressions in Google Ads, one potential reason could be that you’re not bidding enough. Bidding too low might make it difficult for your ads to compete with others and show up prominently in search results.

On the other hand, bidding too high might exhaust your budget quickly without getting the desired visibility. It is important to find the right balance by analyzing keyword competitiveness and industry benchmarks to ensure your bids are competitive enough to gain impressions while staying within your budget constraints.

By adjusting your bid strategy accordingly, you can increase the chances of your ads being shown to potential customers and improve overall campaign performance.

Daily budget already exceeded

If your daily budget in Google Ads has already been exceeded, it can lead to a decrease in impressions for your ads. This means that once your budget for the day is depleted, your ads will no longer be shown until the next day.

To address this issue, you should review and adjust your daily budget to ensure it aligns with your advertising goals and allows for sufficient exposure throughout the day. By properly managing your budget, you can maximize the visibility of your ads and increase their chances of receiving impressions.

Ad schedule is too restricted

If your ad schedule is too restricted, it means that your ads are only being shown during a limited time period each day. This can result in a lower number of impressions and reduced visibility for your ads.

It’s important to review your ad scheduling settings and consider expanding the hours or days when your ads are eligible to be shown. By allowing your ads to run during times when there may be higher search volumes or increased user activity, you can increase the chances of receiving more impressions and reaching a larger audience.

Keeping an open mind about adjusting the ad schedule can help improve the performance of your Google Ads campaign overall.

Post-click landing page is not relevant

If your post-click landing page is not relevant to your ad, it can greatly affect your ad’s performance and visibility. When users click on an ad that promises a certain offer or information, they expect the landing page to deliver on that promise.

If the content on the landing page is unrelated or doesn’t match their expectations, they are more likely to leave without taking any action. This not only leads to low conversion rates but also lowers your Quality Score, which in turn affects your ad’s visibility in Google Ads.

It’s important to ensure that your post-click landing pages align with the messaging and intent of your ads to provide a seamless user experience and improve overall campaign performance.

Ad is not approved

If your ad is not approved in Google Ads, it means that there is an issue with the content or format of your ad. This could be due to policy violations, such as using inappropriate language or promoting prohibited products or services.

It’s important to review the ad guidelines and make any necessary adjustments to ensure compliance. Additionally, technical issues within the platform may also result in ads not being approved.

Be sure to double-check your settings and contact Google support if needed for assistance in resolving this issue.

Bidding on negative keywords accidentally

Accidentally bidding on negative keywords is a common mistake that can impact ad visibility in Google Ads. Negative keywords are terms or phrases that you don’t want your ads to appear for.

If you mistakenly include these negative keywords in your campaign, it can prevent your ads from showing up when they should be. This means you could miss out on potential impressions and clicks.

It’s important to regularly review and update your negative keyword list to ensure it aligns with your targeting goals and doesn’t inadvertently restrict the reach of your ads.

Unfocused ad group

An unfocused ad group can be one of the reasons why you’re not receiving impressions in Google Ads. When your ad groups are not focused on specific topics or keywords, it can make your ads less relevant to users’ searches.

As a result, Google may show your ads less often or not at all. To fix this issue, you should review and refine your ad groups by organizing them around specific themes or keywords that are closely related.

This will help improve the relevance of your ads and increase the chances of getting more impressions.

Lack of device bidding

One reason why your ads may not be receiving impressions in Google Ads is because you are not bidding on specific devices. By not specifying which devices (like mobile phones, tablets, or computers) your ads should appear on, you could be missing out on potential impressions and visibility.

It’s important to consider device bidding as it allows you to optimize your ad campaigns for different types of devices based on their performance and conversion rates. By adjusting bids for each device category, you can ensure that your ads reach the right audience at the right time and improve your overall campaign performance.

Narrow targeting

Narrow targeting in Google Ads can be a reason for not receiving impressions. When your target audience is too specific, it limits the number of people who see your ads. This can result in low impression rates and limited visibility.

It’s important to assess your targeting settings and make adjustments if necessary. By broadening your target audience slightly, you can increase the chances of reaching more potential customers and boosting your ad impressions.

Incorrect location targeting

Incorrect location targeting in Google Ads can result in low impressions or your ads not showing at all. If you have set your target locations incorrectly, your ads may be displayed to the wrong audience or in areas where you don’t want them to appear.

This can lead to wasted ad spend and poor campaign performance. To fix this issue, review and adjust your location targeting settings to ensure they are accurate and aligned with your advertising goals.

Check that you are targeting the right countries, states, cities, or specific locations that are relevant to your business. By correctly setting your location targeting, you can improve the visibility of your ads and reach the right audience effectively.

Low Quality Score

Having a low Quality Score can be one of the reasons why your ads are not receiving impressions in Google Ads. Quality Score is a measure of how relevant and useful your keywords, ads, and landing pages are to the users seeing them.

If your Quality Score is low, it means that Google does not find your ad content engaging or relevant enough for the targeted audience. This can result in lower ad visibility and fewer impressions.

To improve your Quality Score, you should focus on optimizing keyword relevance, creating compelling ad copy, and ensuring that your landing page provides a great user experience. By improving these elements, you can increase the chances of your ads being shown to potential customers.

Low click-through rate (CTR)

A low click-through rate (CTR) means that people are not clicking on your ads as much as you would like. This can happen for a few reasons. One reason could be that your ad is not compelling enough to attract clicks.

Another reason could be that you are targeting the wrong audience with your ad. It’s also possible that your ad is not showing up in a prominent position on the search results page, which makes it less likely for people to click on it.

Overall, a low CTR can indicate that there are issues with the effectiveness or visibility of your ads.

IP address blockage

If you’re not receiving impressions in Google Ads, it’s possible that your IP address is being blocked. This means that the system has identified your IP address as suspicious or fraudulent, and as a result, your ads are not being shown.

It could be due to multiple failed attempts at accessing or interacting with the ads. To resolve this issue, you can try using a different network or device to access Google Ads. If the problem persists, you should contact Google support for further assistance in unblocking your IP address and getting your ads back up and running.

Troubleshooting Visibility Issues

To address visibility issues, it is essential to check keywords, assess search volume and timing, adjust match types and negative keywords, review the budget and ad delivery method, evaluate competition, refine targeting settings, improve Quality Scores, and increase click-through rates.

Checking keywords

To troubleshoot visibility issues and increase impressions in Google Ads, it’s important to check your keywords. Here are some steps to follow:

  1. Review your keyword selection: Make sure your keywords are relevant to your ad campaign and target audience. Consider using broader or more specific keywords depending on your advertising goals.
  2. Assess search volume: Check if there is enough search volume for your chosen keywords. If the search volume is low, it may affect the number of impressions you receive. You may need to adjust your keyword strategy accordingly.
  3. Timing matters: Evaluate the timing of when your ads are shown. Consider if you need to adjust the scheduling of your ads based on when your target audience is most likely to be searching for related queries.
  4. Adjust match types and negative keywords: Ensure that you are using the right match types for your keywords (broad match, phrase match, exact match) to reach a wider or more specific audience. Additionally, review your negative keyword list to make sure it is not restricting the visibility of your ads unnecessarily.

Assessing search volume and timing

To troubleshoot visibility issues in Google Ads, it is important to assess the search volume and timing of your keywords. Low search volume can be a reason why your ads are not receiving impressions.

You can use keyword research tools provided by Google Ads to see how many people are searching for the keywords you’re targeting. If there is low search volume, it might be necessary to broaden your keyword selection or adjust match types.

Timing also plays a role in ad visibility. Depending on your target audience and industry, certain times of the day or year may have higher search volumes. By evaluating when your target audience is most active, you can schedule your ads accordingly to increase their chances of being seen.

It’s important to regularly monitor and adjust your campaigns based on search volume trends and timing factors.

Adjusting match types and negative keywords

To increase impressions in Google Ads, you can adjust match types and negative keywords. Here’s how:

  • Choose broader match types for your keywords to reach a wider audience.
  • Review the negative keywords in your campaigns and make sure they are not overly restrictive.
  • Monitor search terms and add relevant keywords as negatives to refine your targeting.
  • Regularly review and update your keyword lists to ensure they are optimized for maximum visibility.

Reviewing budget and ad delivery method

To troubleshoot visibility issues in Google Ads, it’s important to review your budget and ad delivery method. Some key points to consider are:

  1. Ensure that you have allocated a sufficient budget for your campaign. If your daily budget is too low, it may limit the number of impressions your ads receive.
  2. Evaluate your ad delivery method. You can choose between “Standard” and “Accelerated” delivery. Standard delivery spreads out your ads evenly throughout the day, while accelerated delivery aims to show your ads as quickly as possible until your daily budget is exhausted.
  3. Check if any payment issues or billing errors are impacting the display of your ads. Failed transactions or incorrect billing information can prevent ads from showing.
  4. Review the bidding strategy you’re using for your campaign. Bidding too high or too low can affect ad visibility and impression rates. Adjusting the bidding strategy may help improve impressions.

Evaluating competition

To troubleshoot visibility issues in Google Ads, it’s important to evaluate the competition. Keep an eye on other advertisers who are bidding for similar keywords and targeting the same audience as you.

Analyze their ad copies, landing pages, and overall strategies to understand how they may be impacting your impression share. By keeping tabs on your competitors and making necessary adjustments to your own campaigns, you can improve your ad visibility and stay ahead of the game.

Adjusting ad scheduling

To troubleshoot visibility issues in Google Ads, you can try adjusting the ad scheduling. This means changing the times and days your ads are set to appear. By doing this, you may be able to reach a larger audience and increase impressions. Here are some tips for adjusting ad scheduling:

  1. Assess peak times: Review your campaign data to identify when your target audience is most active online. Adjust your ad schedule to focus on these peak times.
  2. Experiment with different days: Test running your ads on different days of the week to see if certain days generate more impressions and clicks.
  3. Consider time zones: If you’re targeting multiple locations, take into account the different time zones and adjust your ad schedule accordingly.
  4. Monitor performance: Regularly check how your ads are performing at different times of day and make adjustments as needed.
  5. Optimize for conversions: If you have data showing that certain times or days lead to more conversions for your business, prioritize displaying ads during those periods.

Refining targeting settings

To improve the visibility of your ads, you can refine your targeting settings. Here are some ways to do that:

  1. Review your audience demographics and interests to ensure they align with your target market.
  2. Narrow down your geographic targeting to focus on specific locations where your customers are located.
  3. Experiment with different ad placements and networks to reach different audiences.
  4. Consider adjusting your language targeting if you want to target specific language – speaking users.
  5. Use audience targeting options, such as remarketing or customer match, to reach people who have already shown an interest in your business.
  6. Exclude certain audiences or demographics that are not relevant to your campaign.

Improving Quality Scores

To improve your Quality Scores in Google Ads, consider the following:

  1. Choose relevant keywords: Use keywords that closely match what people are searching for to increase the relevance of your ads.
  2. Create targeted ad groups: Group similar keywords together to create focused ad groups that can deliver more relevant ads to users.
  3. Craft compelling ad copy: Write clear and engaging ad headlines and descriptions that directly relate to the keywords and offer value to users.
  4. Optimize landing pages: Ensure that your landing pages provide a seamless user experience and are relevant to the ad copy and keywords used.
  5. Increase click-through rates (CTR): Higher CTRs indicate that your ads are resonating with users, which can positively impact your Quality Scores.
  6. Improve ad relevance: Continuously monitor and refine your keyword selection, match types, and negative keywords to improve the relevancy of your ads.
  7. Maintain strong account performance: Keep a close eye on metrics like average position, quality score, and conversion rate to identify any areas for improvement.

Increasing click-through rate

To increase your click-through rate and improve the visibility of your ads, consider the following tips:

  1. Use compelling ad headlines and descriptions that are relevant to your target audience.
  2. Incorporate keywords that match the intent of users searching for your products or services.
  3. Experiment with different ad formats, including responsive search ads and expanded text ads, to find what resonates best with your audience.
  4. Include a strong call-to-action in your ads to encourage users to click on them.
  5. Optimize your landing page to ensure it is user – friendly, loads quickly, and provides valuable information related to the ad they clicked on.
  6. Test different ad extensions, such as sitelink extensions or call extensions, to provide additional information and opportunities for users to engage with your ads.
  7. Regularly review and analyze data from your campaigns to identify underperforming ads and make adjustments as needed.
  8. Consider running A/B tests with different variations of your ads to determine which elements are most effective in driving clicks.
  9. Continuously refine your targeting settings to reach the most relevant audience for your business.
  10. Monitor competitor activity and adjust your ad strategy accordingly.

Understanding Impression Share in Google Ads

Impression share in Google Ads is a crucial metric that measures the percentage of impressions your ads receive compared to the total number of eligible impressions. Learn how to calculate impression share and why it’s important for improving your ad visibility and campaign performance.

Different types of impression share

Impression share is a metric in Google Ads that tells you the percentage of times your ad was shown out of the total number of times it could have been shown. There are different types of impression share to help you understand your ad’s visibility.

The first type is “Search impression share,” which shows how often your ads appeared on the search results page. Then there’s “Display impression share,” which indicates how often your ads were displayed on websites within the Google Display Network.

Finally, there’s “Video impression share,” which reveals how frequently your video ads were shown on YouTube. By analyzing these different types of impression share, you can gain insights into how visible your ads are and make adjustments accordingly to improve their performance.

How to calculate impression share

To calculate your impression share in Google Ads, follow these steps:

  1. Determine the total number of impressions your ad received.
  2. Find out the total number of eligible impressions that your ad was eligible to receive.
  3. Divide the total number of impressions your ad received by the total number of eligible impressions, and multiply the result by 100.

Tips to Increase Impression Share and Improve Visibility

Boost your ad visibility and increase impression share with these effective tips and strategies. Don’t miss out on valuable opportunities to drive traffic and conversions in Google Ads.

Read more to optimize your campaigns today!

Broadening keyword selection

To increase your ad impressions in Google Ads, consider broadening your keyword selection. Here are some tips to help you:

  • Use a mix of broad match, phrase match, and exact match keywords to reach a wider audience.
  • Include variations of your main keywords to capture different search queries.
  • Utilize long – tail keywords that are more specific and targeted.
  • Conduct keyword research to identify relevant and popular terms related to your business.
  • Monitor keyword performance and make adjustments based on search volume and competition levels.

Optimizing budget and bidding strategies

To increase your ad visibility in Google Ads, you can optimize your budget and bidding strategies. Here are some ways to do that:

  1. Set a realistic budget: Review your daily or monthly budget to ensure it aligns with your advertising goals. Consider increasing the budget if you have the capacity to spend more on ads.
  2. Adjust bids based on performance: Monitor the performance of your ads and adjust bids accordingly. Increase bids for keywords that are driving good results and decrease bids for underperforming keywords.
  3. Utilize bid strategies: Take advantage of automated bidding strategies offered by Google Ads, such as Target CPA (Cost-Per-Acquisition) or Target ROAS (Return on Ad Spend). These strategies use machine learning to optimize bids for maximum results.
  4. Test different bid adjustments: Experiment with bid adjustments for specific factors like device type, location, or time of day. This allows you to allocate more budget to areas that generate higher conversions or better ROI.
  5. Implement ad scheduling: Analyze when your target audience is most active and schedule ads during those peak times. This can help improve visibility and increase impressions.
  6. Consider using smart campaigns: Smart campaigns use automated bidding and ad creation to simplify the optimization process. They are designed for small businesses with limited time and resources but still want effective advertising.

Utilizing useful tools and resources

To improve visibility and increase impressions in Google Ads, you can utilize the following useful tools and resources:

  • Keyword Planner: This tool helps you find relevant keywords with high search volume to optimize your campaigns.
  • Google Analytics: By analyzing user behavior and website traffic, you can gain insights on which keywords and ads are performing best.
  • Ad Preview and Diagnosis Tool: This tool allows you to see how your ads appear in different locations without affecting your ad statistics.
  • Auction Insights: With this feature, you can compare your performance against competitors and make necessary adjustments to improve visibility.
  • Quality Score Checker: By monitoring your Quality Score, you can identify areas for improvement and optimize your ads accordingly.
  • Conversion Tracking: Implementing conversion tracking helps you measure the effectiveness of your ads and make data-driven decisions.
  • Google Ads Help Center: This resource provides comprehensive information on troubleshooting common issues, ad policies, and best practices.

Continuously monitoring and adjusting campaigns

  • Regularly check the performance of your campaigns to see if they are meeting your goals.
  • Analyze data such as impressions, click – through rates, and conversion rates to identify areas for improvement.
  • Make adjustments to your ad copy, keywords, and targeting based on the data you gather.
  • Experiment with different bidding strategies to maximize your campaign’s effectiveness.
  • Keep an eye on your competitors’ ads and adjust your own strategy accordingly.
  • Test different ad formats and placements to see which ones generate the most impressions and clicks.
  • Stay up-to-date with the latest trends and changes in the digital advertising industry.
  • Use tools and resources provided by Google Ads to help optimize your campaigns.
  • Regularly review and update your budget to ensure it aligns with your advertising goals.
  • Continuously monitor the performance of your ads and make adjustments as needed.


In conclusion, troubleshooting visibility issues in Google Ads is crucial to understand why your ads may not be receiving impressions. By assessing keywords, refining targeting settings, and improving quality scores and click-through rates, you can increase impression share and improve overall visibility.

It’s important to continuously monitor and adjust your campaigns to maximize their performance. With the right strategies in place, you can overcome these common obstacles and ensure your ads are reaching the right audience effectively.


1. Why am I not getting impressions on my Google Ads?

There could be several reasons why you’re not receiving impressions on your Google Ads, such as low bids, limited daily budget, low search volume for your keywords, or your ads not meeting the ad rank threshold.

2. How can I increase my impressions in Google Ads?

To increase your impressions in Google Ads, you can try increasing your bid amounts or budget, targeting more relevant keywords with higher search volumes, improving the quality score of your ads and landing pages, and optimizing your ad targeting settings.

3. What should I do if my ads have low visibility?

If your ads have low visibility, you can review and adjust your campaign settings to ensure they align with your advertising goals. You may also consider modifying bidding strategies or expanding keyword targeting to improve visibility.

4. Is it normal to have fluctuations in impression counts?

Yes, it is normal to experience fluctuations in impression counts due to factors like changes in user behavior, competition from other advertisers bidding on similar keywords or audiences, and adjustments made by Google’s algorithms. Regularly monitoring and optimizing campaigns can help manage these fluctuations effectively.

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