Top 6 Reasons Why Your Google Ad Campaign Is Not Spending Your Daily Budget

You have a Google Ad Campaign set up generating impressions and clicks but for some reason it doesn't seem to be spending the full daily budget you've allotted. You'd like for it to be spending more so you can get more clicks and potential conversions but you're just not sure what to do. It seems no matter what you do, the spend will just not go up!

Here are the top 6 reasons why your Google Ad Campaign is not spending your daily budget:

  1. You have a Google Ad Smart Campaign set up. These give you very little control over your campaign and you need to ditch it in favor of "Expert Mode" ASAP.
  2. The keywords and location you're targeting just don't have enough search volume to spend your entire budget. Try adding more keywords and expanding location targeting if it makes sense for your business.
  3. You have your campaign set on Maximize Conversions, Target CPA or Target ROAS Bid Strategy. With these bid strategies Google focuses on generating conversions or hitting a certain CPA or ROAS, even if it means you're not spending your full budget. This means you've already saturated your market and there aren't really anymore clicks or conversions to be had.
  4. You have your campaign set to Manual CPC bid strategy and aren't bidding high enough to get impressions and clicks in the Google Ads auction.
  5. You have your campaign set to Max Clicks and have a max cost per click bid set too low to get impressions and clicks in the Google Ads auction. Remember, you're competing against other people for the same clicks, so if you're not cost per click bid is too low, the click is going to go to your competitor if they're willing to pay more per click.
  6. You may be getting impressions but few clicks because your Google Ad isn't relevant to the keywords you're targeting, resulting in a low clickthru rate and therefore low ad spend.

From my experience as a Google Ad Manager, if you're not spending your budget it's due to one of the above reasons. Address these issues and you should see your ad spend go up!

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