Google Ads Search Platform Knowledge Pack Files

Keyword Diagnostics — Ads Not Showing

Structured diagnostic workflow for investigating and resolving "ads not showing" issues in Google Ads Search campaigns.

Diagnostic Flowchart

Ads not showing
  |
  v
Check Ad Preview & Diagnosis
  |
  +-- "Low Ad Rank" --> Check Max CPC vs Keyword Planner bids
  |     |
  |     +-- Max CPC < Top of page bid (low) --> Increase CPC significantly
  |     +-- Max CPC between low-high --> Increase CPC or improve Quality Score
  |     +-- Max CPC > Top of page bid (high) --> Check Quality Score
  |
  +-- "Policy violation" --> Check ad content and landing page
  |
  +-- "Paused" --> Check campaign/ad group/keyword status
  |
  +-- "Budget exhausted" --> Check daily budget vs spend
  |
  +-- "No keywords match" --> Check keyword match types and search term

Step 1: Ad Preview & Diagnosis

1. Navigate: Tools > Troubleshooting > Ad preview and diagnosis
2. Enter the exact search term users would type
3. Set correct location, language, device
4. Review results grid

Read the rejection reason carefully:

• "rejected early on because it's unlikely to lead to an impression based on the predicted Ad Rank" = bid too low
• "ad isn't showing due to a policy violation" = policy issue
• "campaign is paused" = campaign/ad group/keyword disabled

Step 2: CPC Gap Analysis

Get Market CPCs from Keyword Planner

1. Tools > Planning > Keyword Planner > "Get search volume and forecasts"
2. Enter all campaign keywords (comma-separated)
3. Check location filter matches campaign targeting
4. Record for each keyword:
   • Avg. monthly searches
   • Competition (Low/Medium/High)
   • Top of page bid (low range)
   • Top of page bid (high range)

Calculate Gap

Keyword	Max CPC	Top Page High	Gap	Action
keyword1	€2.00	€7.12	€5.12	Must increase
keyword2	€2.00	€5.67	€3.67	Must increase
keyword3	€2.00	€1.94	-€0.06	OK, may compete

Decision Matrix

Max CPC vs Top Page Bid (High)	Recommendation
Max CPC < 30% of Top Page High	Remove cap or increase 3-4x
Max CPC = 30-60% of Top Page High	Increase to 80% of high range
Max CPC = 60-90% of Top Page High	Small increase, focus on Quality Score
Max CPC > Top Page High	CPC is fine — check Quality Score

Step 3: Campaign Settings Audit

Check each setting in campaign settings panel:

Setting	Issue	Fix
Bid strategy: Maximize clicks + low cap	Cap prevents competitive bidding	Raise cap or remove
Networks: Display Network on Search campaign	Dilutes Search budget	Remove Display Network
Location: too narrow	Low search volume	Expand targeting
Language: mismatch	Excludes potential searchers	Add relevant languages
Status: "Bid strategy learning"	Normal for 1-2 weeks	Wait, but ensure CPC is adequate

Step 4: Quality Score Check

If CPC is adequate but ads still don't show:

1. Navigate to Keywords page for the campaign
2. Add "Quality Score" column if not visible
3. Check component scores:
   • Expected CTR: Below average → improve headlines to be more compelling
   • Ad relevance: Below average → add target keywords to headlines
   • Landing page experience: Below average → improve page content, speed, mobile

Landing Page Quick Audit

Check	How	Fix
H1 matches ad keywords	Read page H1	Update H1 to include primary keyword
Meta description keyword-rich	Read meta tag	Add target keywords to meta description
Load speed	PageSpeed Insights	Optimize images, reduce JS bundles
Mobile responsive	Resize viewport	Fix responsive layout issues
Trust signals above fold	Screenshot hero	Add trust bar, logos, metrics
CTA visible	Screenshot hero	Add prominent CTA button

Step 5: Cross-Reference External Data

If available, compare Google Ads keyword data with external sources:

Source	What to Check
Seobility/SEMrush	Global search volume, CPC, competition, intent
Google Trends	Keyword trending direction (rising/declining)
Google Search Console	Organic impressions for same keywords

Cross-Reference Table Template

Keyword	Campaign	Status	Google Ads CPC (DE)	External SV	External CPC	Intent
keyword1	Campaign A	Eligible	€1.63-€7.12	2,900	$7.20	commercial

Identify gaps:

• Keywords in external data but NOT in campaigns = missed opportunities
• Keywords in campaigns but NOT in external data = potentially low-value
• High-volume keywords that are Paused = re-enable candidates

Reporting

Document all findings in a diagnostic report:

# Google Ads Diagnostic Report

**Date:** YYYY-MM-DD
**Account:** {account_id}
**Market:** {country} ({city})

## Problem
{What's not working}

## Root Cause
{Technical reason with evidence}

## Campaign Overview
{Table of campaign settings}

## Keyword CPC Analysis
{Table with all keywords, bid ranges, gaps}

## Issues Found
1. {Issue} — Severity: {Critical/Medium/Low}

## Recommendations
{Prioritized actions}

## CPC Reference Table
{All keywords sorted by required CPC}