Introduction: When Google Ads Stop Running – What It Really Means
Nothing’s more frustrating than logging into your account and seeing no impressions, no clicks, and no conversions. You ask yourself: “Why are my Google Ads not running?”
This issue can arise for many reasons — from paused campaigns to billing problems or disapproved ads. Understanding the underlying causes and knowing how to fix them can save your business from losing valuable traffic and sales opportunities.
Understanding How Google Ads Work Behind the Scenes
Google Ads operates on a real-time bidding system. When a user searches a keyword, the system evaluates which ads to show based on ad relevance, bid amount, and Quality Score. If your ad doesn’t meet specific conditions or triggers errors, it simply won’t appear.
Why Paused, Disapproved, or Inactive Ads Cause Confusion
Many advertisers see an “Active” campaign status but still don’t see impressions. This is often because an ad group, keyword, or even ad creative within the campaign is paused, limited, or disapproved. To resolve it, you must identify where the problem originates.
Top Reasons Why Google Ads Are Not Running
Let’s explore the most common culprits and how to fix them.
1. Campaign Is Paused or Ended
It sounds simple, but it’s a common oversight. Check your campaign status — if it says Paused or Ended, toggle it back to Enabled and verify your start and end dates.
2. Budget or Bidding Issues
If your daily budget is exhausted or your bids are too low, Google may skip showing your ads. Increase your budget or use automated bidding strategies like Maximize Conversions to stay competitive.
3. Ad Disapproval or Policy Violation
Google enforces strict advertising policies. Disapproved ads stop serving immediately. Check the “Status” column for any disapproval reasons — such as restricted content, misleading claims, or trademark violations — and correct them.
4. Keyword or Targeting Conflicts
Sometimes your keyword targeting is too narrow or conflicting. For example, having multiple match types or overlapping negative keywords can block impressions. Review your Search Terms Report to adjust targeting.
5. Low Quality Score or Ad Rank
Ads with a low Quality Score or Ad Rank may not enter auctions. Improve your ad copy, click-through rate (CTR), and landing page relevance to raise your rank.
6. Payment or Billing Problems
If your payment method fails or billing threshold isn’t met, Google may suspend campaign delivery. Ensure your card is valid, not expired, and has sufficient balance.
7. Scheduling and Time Zone Errors
Your ads might be running outside business hours or in the wrong time zone. Double-check your Ad Schedule settings.
8. Conversion Tracking Setup Errors
Incorrect or missing tracking codes don’t stop ads from running but can hide valuable performance data, making it seem like your ads aren’t performing.
How to Diagnose Why Your Google Ads Are Not Running
Step-by-Step Troubleshooting Using Google Ads Dashboard
- Go to your Campaigns tab.
- Check the “Status” column for Paused, Limited, or Disapproved labels.
- Click the warning icon for more details.
- Follow the suggested actions from Google’s built-in recommendations.
Using “Ad Preview & Diagnosis” Tool Effectively
This tool lets you see if your ad is eligible to appear without affecting impressions. Search for your keyword there — if your ad doesn’t appear, Google will show the reason why.
Checking the “Status” Column and Error Messages
Every campaign, ad group, and keyword displays a real-time status. Messages like “Eligible (Limited)” or “Disapproved” give clues to fix the problem faster.
Fixing Common Google Ads Issues (With Solutions)
Fixing Budget Limitations and Bid Adjustments
Increase your daily budget gradually. If using manual CPC, raise bids by 10–20% for competitive keywords.
Resolving Disapproved Ads or Policy Violations
Always read Google’s disapproval message carefully. Edit the ad, fix the issue (e.g., misleading claims, URLs, or capitalization), and resubmit for review.
Correcting Payment Failures and Billing Suspensions
Update your payment method under Billing → Payment Settings. Contact your bank to whitelist Google Ads transactions if payments are repeatedly declined.
Optimizing Keywords, Ad Groups, and Targeting
Group similar keywords in tightly themed ad groups. Avoid keyword overlap and remove irrelevant or low-performing terms.
Understanding Google’s Ad Approval Process
When your Google Ads are not running, the culprit often lies in the ad approval process. Every ad that’s created or edited must go through Google’s review system to ensure it complies with their advertising policies. This review typically takes one business day, but delays can occur if your ad is complex or flagged for manual review.
How Google Reviews and Approves Ads
Google’s automated system first scans your ad for potential policy violations—like restricted content, prohibited keywords, or disallowed landing pages.
If no issues are detected, your ad quickly becomes “Approved.” However, if something seems off, it’s sent for manual review by a Google policy specialist.
Factors reviewed include:
- Ad content (language, claims, and formatting)
- Landing page quality (user experience and transparency)
- Targeting settings (geography, demographics, audience)
- Industry regulations (especially for finance, healthcare, and housing)
Typical Reasons for Ad Disapproval
Ads get disapproved for several reasons. The most common include:
- Misleading or exaggerated claims (e.g., “Guaranteed #1 results”)
- Trademarks or copyrighted content used without permission
- Unsecure or non-functional landing pages
- Restricted industries like alcohol, gambling, or medical products
- Improper capitalization or punctuation in ad copy
You can view the exact reason in your dashboard by hovering over the red “Disapproved” status next to the ad.
How to Request a Manual Review
If you believe your ad was wrongly disapproved, you can request a manual review:
- Edit your ad to comply (if needed).
- Click on the ad’s status → “Appeal” → “Request Review.”
- Wait for an update—Google typically responds within 1–3 days.
A clean record and quick compliance can help your ads get reapproved faster in the future.
Best Practices to Ensure Your Google Ads Keep Running Smoothly
Avoid downtime by proactively managing your campaigns. Prevention is better than troubleshooting later.
Regular Account Audits and Performance Checks
Conduct an in-depth review of your campaigns weekly. Look at:
- Impression share – Are your ads showing consistently?
- CTR and Conversion Rate – Are your ads resonating with users?
- Budget pacing – Is your spend aligned with monthly goals?
Tools like Google Ads Editor and Google Analytics can help identify problems early.
Using Automated Rules to Avoid Downtime
Google Ads allows you to set automated rules that can:
- Pause low-performing ads automatically
- Adjust bids during peak hours
- Send email alerts if performance drops
These rules prevent wasted spend and ensure your ads stay visible to the right audience.
Staying Updated With Google Ads Policies
Google updates its ad policies regularly. Subscribe to their official Ads Blog or follow updates on the Google Ads Help Center. Staying informed helps prevent sudden disapprovals due to new policy changes.
When to Contact Google Ads Support
If you’ve checked everything and your Google Ads are still not running, it’s time to contact Google Ads Support.
How to Reach the Google Ads Help Team
You can reach Google Ads support through:
- Chat or Phone: Available from your Ads dashboard under “Help → Contact Us.”
- Email Support: For complex billing or policy issues.
- Community Forums: Where Google Ads experts and product managers provide advice.
Support agents can quickly identify account-level suspensions, billing holds, or hidden policy flags that aren’t visible to advertisers.
What Information to Provide for Fast Resolution
Before contacting support, prepare:
- Your Customer ID number (found in the top right of your dashboard)
- Screenshots of any error messages
- A list of troubleshooting steps you’ve already tried
This helps the support team diagnose and resolve the issue much faster.
Preventive Maintenance: Keep Campaigns Active & Performing
The key to long-term Google Ads success isn’t just fixing issues—it’s preventing them altogether.
Setting Alerts for Performance Drops
Use Google’s custom alerts to notify you if impressions or conversions drop suddenly. These alerts can be configured to email you automatically when thresholds are breached.
Automating Payments and Budget Management
Link your campaigns to a verified, auto-recharging payment method. This avoids billing interruptions that can pause ad delivery.
Regularly Reviewing Ad Rank and Quality Score
Your Ad Rank determines whether your ad appears at all. Monitor it regularly and improve it by:
- Enhancing ad relevance
- Increasing CTR through better ad copy
- Improving landing page experience
A higher Ad Rank ensures your ads keep running smoothly even in competitive auctions.
FAQs About Google Ads Not Running
1. Why is my Google Ads campaign active but not showing?
Your campaign might be active, but ad groups, ads, or keywords could be paused or limited. Check each component’s status and ensure your daily budget isn’t exhausted.
2. How long does it take for a new ad to start running?
Usually, Google approves ads within 24 hours, but reviews may take longer if flagged for manual inspection or if you’re advertising in a regulated industry.
3. What does “Eligible” but not showing mean in Google Ads?
This means your ad can appear, but factors like low Ad Rank, budget limitations, or targeting restrictions are preventing it from being displayed.
4. How can I fix disapproved ads quickly?
Edit the ad to comply with Google’s policies, remove problematic content, and request a manual review. If approved, your ad will begin running again within hours.
5. Can low search volume stop my ads from running?
Yes. If your keywords have low search volume, Google won’t trigger your ads. Try using broader match types or adding more relevant keywords.
6. What’s the best way to monitor Google Ads uptime?
Set up Google Ads scripts or third-party tracking tools to monitor performance and alert you immediately if impressions drop.
Conclusion: Keep Your Google Ads Running Without Interruption
When your Google Ads are not running, it’s often a fixable issue — not a catastrophe. Whether it’s a disapproved ad, low budget, or billing glitch, every problem has a straightforward solution.
By performing regular audits, following Google’s best practices, and staying informed on policy updates, you can keep your ads running seamlessly and maintain a steady flow of traffic and conversions.
Remember: consistency and compliance are the keys to thriving in Google Ads.