Rob Timmermann

Why Your Google Ads Campaign Stopped Working (And How to Fix It)

Ever had your Google Ads campaign suddenly stop delivering results, even though you haven’t changed anything? If this sounds familiar, you’re not alone. In 2024, more advertisers than ever are facing this issue. The good news is, it’s not you—it’s an issue with Google Ads itself.

The real culprit? Keyword Leniency.

In this post, we’ll dive into why this problem is happening, how it’s affecting your campaigns, and most importantly, how to fix it.

It’s Not You, It’s Google Ads

I hear the same frustration from clients all the time: “My Google Ads campaign stopped working, but I didn’t change anything!”

What many advertisers don’t realize is that the Google Ads platform has evolved, especially when it comes to how it handles keywords. The platform is now more lenient than ever with which keywords trigger your ads. This can lead to your ads showing up for search terms that are loosely related to your targeted keywords but don’t reflect the true intent of the user.

The Culprit: Keyword Leniency

So, what exactly is Keyword Leniency?

Simply put, it refers to how Google Ads allows your ads to show up for search queries that are only vaguely related to your keywords. For example, if you’re running ads for “plumbing services,” your ad could trigger for someone searching “plumbing DIY tips”—an audience that likely isn’t looking to hire a professional. This flexibility might sound helpful in theory, but in practice, it often results in wasted ad spend.

How Keyword Leniency Affects Your Campaign

When Google Ads is too lenient with keyword matching, it causes several issues:

  • Wasted budget: Your ads are being shown to people who are unlikely to convert, meaning you’re paying for clicks that don’t turn into leads or sales.
  • Lower quality traffic: People clicking on your ads may not be in the right mindset or stage of the buying journey, which lowers the likelihood of a conversion.
  • Higher costs, fewer conversions: This keyword leniency drives up your costs without delivering the results you expect, leading to frustration and an unsustainable return on investment (ROI).

Rising Costs, Declining Conversions

Here’s where it hits hardest—your bottom line. As your campaign continues to spend on irrelevant traffic, your cost per click (CPC) rises, yet your cost per conversion doesn’t improve. The leniency of the keyword match type is causing you to bleed budget, while your conversion rates remain stagnant or even decline.

This can make it feel like Google Ads isn’t working for you anymore, but the reality is that the platform’s settings are to blame.

The Good News: It’s Fixable!

Now for the part you’ve been waiting for—fixing the issue. Fortunately, there are steps you can take to regain control of your Google Ads campaigns:

1. Conduct a Keyword Audit

Review your current keywords and assess their performance. Are they too broad? Are they triggering irrelevant searches? Start by identifying keywords that aren’t performing and consider pausing or refining them.

2. Use Exact Match and Phrase Match Types

Google offers multiple match types for keywords: Broad Match, Phrase Match, and Exact Match. To reduce keyword leniency, shift away from Broad Match keywords and use more Exact and Phrase Match types. These will ensure your ads only show for searches closely related to your target keywords.

3. Review Search Term Reports Regularly

Google Ads provides a report of the search terms that triggered your ads. Regularly reviewing this report helps you spot irrelevant terms that are wasting your budget. Once identified, you can either refine your keyword strategy or add negative keywords (more on that next).

4. Use Negative Keywords

Negative keywords tell Google which search terms you don’t want your ads to trigger. For example, if you’re offering professional plumbing services, you might want to exclude terms like “DIY” or “how to” to avoid attracting irrelevant traffic.

5. Monitor Performance and Optimize Continuously

Google Ads campaigns require ongoing optimization. Keep an eye on your cost per conversion and adjust your keyword strategy as needed. A well-maintained campaign is key to long-term success.

Conclusion

If your Google Ads campaign has stopped performing, don’t panic. The issue often lies within the platform’s Keyword Leniency, but with a few adjustments, you can fix it and get your campaigns back on track.

Take control of your ad spend by conducting regular keyword audits, using stricter match types, and leveraging negative keywords to prevent budget waste. With these optimizations, you can ensure that your campaigns are reaching the right audience—one that is more likely to convert into leads and sales.

Need help with optimizing your Google Ads campaign? Reach out to us for a comprehensive audit and tailored recommendations. We’ll help you get your campaigns back on track and delivering the results you expect.

Post Navigation