Have you ever set up a Google Ads campaign and noticed that your ad is labeled as “Eligible (Limited)”? What does this mean, and should you still run the ad, or should you try to resolve the issue so it’s no longer “limited”?

I’ve encountered this situation before, and while my instinct is usually to test alternative ads that don’t have this limitation, I’ve also experimented with running these “limited” ads instead of pausing them. Surprisingly, I’ve found that sometimes these ads generate a lower cost per conversion compared to ads that aren’t flagged as “limited.”

Let me share an example from a demand gen campaign I’m running. In this case, the ad is labeled as “limited” because Google Ads determined the copy was too confusing. This was actually the first time I’ve come across this specific ad policy. As you can see in the screenshot below, the “limited” ad is not only generating a lower cost per conversion but also driving more conversions than the other ads in the campaign. Not exactly what I’d call “limited”!

Now, I’ll admit this is based on a relatively small dataset, so it’ll be interesting to see how the ad performs over time. But for now, I’m not planning to pause it anytime soon.

Update: As we’ve collected more conversion data, the “limited” ad is showing even stronger performance:

So, what’s the takeaway here? While it’s always a good idea to address any issues flagged by Google Ads, don’t automatically dismiss an ad just because it’s labeled as “Eligible (Limited).” Sometimes, these ads can outperform their “unlimited” counterparts. Testing and data are your best friends in these situations—let the results guide your decisions!