Your client is telling you they can’t see their Search ads.

They are wondering: “Why aren’t my ads showing up?”

There are many reasons why this can be.

First a word about BUDGET & DURATION…

We all know that a Paid Search campaign is a great tactic to reach people both during their research phase and at the moment of decision.

But each campaign is different and we have found that if you don’t have enough budget and if you don’t let it run for at least 3 months you aren’t going to get the results.

Each campaign is different in how much an average click costs. It depends on the keywords, landing page relevancy, target geo, and budget.

Some keywords are highly competitive and thus very expensive. Sometimes the landing page doesn’t contain the target keyword so you will pay more for the clicks and not win many impressions. Target a geo that is too small and search volume may not be there. Have a budget that is too limited and the campaign’s daily budget may be spent within a few hours

We need time to learn and optimize. With time we can know:

  1. which keywords to add, remove, or adjust the bids on
  2. which ads to keep, remove, or adjust
  3. how to adjust the campaign to better ensure the budget properly stretches throughout the day

A campaign that runs for a limited amount of time does not provide enough data to optimize and may not provide the results the client is expecting to see.

I also Googled the client’s keyword terms but didn’t get their ad.



There are may factors which can explain why you’re ads aren’t showing up for a particular keyword search… Why you don’t see your Ad is a combination of the Daily Budget, Keywords, CPC, expected CTR, and Google’s algorithm.

AdWords will pick and choose when to show the ad — It uses an algorithm to determine whether or not to bid on an available impression. Google examines how many times your Keywords could match searches in a day and what your Click-through-Rate is to then tries to deliver the right number of clicks your budget can buy.
This will mean that ads aren’t eligible for every search on their keywords during a day. It’s important not to search yourself for your own Ads too often because your own searches are influencing how often the Ads are shown.


We have minimums for a reason — if the campaign doesn’t have enough budget to serve it will not serve. Once the client’s budget is spent for the day they will not be eligible for any more impressions and so will miss out on any additional keyword searches performed that day.


Sometimes advertisers want to target keywords which they do not include on their site. Google takes into account your ad relevance + keywords + quality score + bid to determine whether or not to bid on the impression. If it has poor ad relevance it will have poor ad rank and leave the client out of the auction. Even the highest bid will not win the impression if there is someone else out there who is a better match.


And lastly, you may not be in the target audience – either you aren’t in the target geo or Google may know that you aren’t likely someone who will click on an ad [say if you’ve been searching repeatedly for these




As you can see there are many reasons that a client’s ad may not show up for a particular search.


If you are concerned about a particular client reach out to your BENN Campaign Manager to double-check that the campaign is active and the desired keyword is on the campaign. We can review the data we have available to us in the platform to determine why the ad wasn’t served — we can get insights into if the campaign is budget constrained, a bid is too low, or a keyword has a low quality score. Then working with you we can do our best to adjust the campaigns to get it to perform as best as we can for the client.


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