1

Why does Google keep recommending Broad Match even with a small budget?

Google Ads recommends switching to Broad Match keywords in almost every account – even when the monthly budget is just 500 euros. Why this is counterproductive for small budgets and which match types actually work.

2

Why am I getting Google Ads clicks but no inquiries?

When you get Google Ads clicks but no inquiries, the problem almost always lies with the landing page or irrelevant traffic. You pay for every click, but visitors do not convert – this is the most expensive form of budget waste. The causes can be systematically identified and resolved. Why clicks do not lead to...

3

Why have my click prices suddenly doubled?

When your Google Ads click prices suddenly double, it is an alarm signal requiring immediate analysis. Sudden CPC increases usually have concrete causes: new competitors in the auction, Quality Score changes, seasonal effects, or algorithm-driven bid increases from Smart Bidding. What causes suddenly increased click prices The most common reason for a CPC increase is...

4

Why does Google Ads keep rejecting my ad?

When your Google Ads ad keeps getting rejected, it is due to a violation of Google’s advertising policies. The most common reasons are trademark issues, misleading claims, non-compliant landing pages, or technical errors in ad copy. Google reviews every ad both automatically and manually – rejections can occur at any time, even for previously approved...

5

Why does my Performance Max campaign only run in the Display Network?

When your Performance Max campaign runs only in the Display Network instead of also appearing in Google Search and YouTube, it is usually due to asset groups or conversion configuration. Performance Max is supposed to automatically serve across all Google channels – in practice, however, the algorithm often favors the cheapest channel, which is almost...

6

Why can't I see my keywords in the search terms report anymore?

When you can no longer see your keywords in the search terms report, it is due to a change Google introduced in September 2020. Since then, Google only displays search terms that reach a minimum search volume. This means: you lose transparency over a significant portion of your paid clicks. What Google hides in the...

7

Why isn't my Conversion Tracking working?

When your Google Ads Conversion Tracking is not working, you lose the most important foundation for data-driven optimization. Without correct conversion data, neither you nor the Google algorithm can identify which keywords and ads actually generate inquiries. The most common causes are faulty tag implementation, incorrect trigger configuration, or a Consent Mode problem. Why your...

8

Why doesn't Google fully spend my budget?

When Google does not fully spend your budget despite your willingness to invest more, it is due to insufficient search demand, bids that are too low, or restrictive campaign settings. This problem is especially frustrating because you are ready to invest, but Google is not using your budget. Why Google does not fully spend your...

9

Why does Google constantly recommend Broad Match even when the budget is small?

The recommendations in Google Ads – especially the suggestion to switch to broad match keywords – regularly cause confusion for advertisers with small budgets. Google presents these recommendations as optimization measures and even links them to the account’s optimization score. However, what can be useful for large accounts with extensive conversion data is often counterproductive...

10

Why is my click-through rate decreasing even though impressions are increasing?

When your Google Ads click-through rate decreases while impressions are increasing, it almost always points to a change in how your ads are being served. Google shows your ads more frequently for less relevant search queries – pushing your CTR down. This pattern is especially common with Broad Match keywords and Performance Max campaigns. What...

11

Why does a click cost over 10 euros in my industry?

When a click in your industry costs over 10 euros on Google Ads, it comes down to a combination of competitive intensity, Quality Score, and industry dynamics. High cost-per-click (CPC) rates are common in industries like legal, finance, or insurance – where businesses sometimes pay over 50 euros per click. However, this does not mean...

12

Why aren't my ad extensions showing up?

When your Google Ads ad extensions are not showing, it is usually due to ad rank. Google decides with every auction whether and which extensions to display – based on your bid, Quality Score, and expected impact. Even correctly set up extensions do not automatically appear with every ad impression. Why your ad extensions are...

13

Why does Google Ads show more conversions than I actually have inquiries?

When Google Ads shows more conversions than you actually received inquiries, it comes down to how Google counts and attributes conversions. This problem concerns many advertisers but is technically explainable in most cases. The most common causes are duplicate conversion tracking, counting of micro-conversions, or the attribution model. Why Google Ads counts more conversions than...

14

Why is my Google Ads Quality Score so bad?

A poor Google Ads Quality Score (1-4) has direct financial consequences: you pay higher click prices and receive worse ad positions. Quality Score is Google’s rating of your keywords on a scale of 1 to 10. It consists of three components that you can specifically improve. What causes a bad Quality Score Quality Score is...

15

Why is my Google Ads ad rarely shown?

When your Google Ads ad is rarely shown and has a low impression share, it is due to budget constraints or ad rank issues. Google shows you the „search impression share“ in your account – this metric reveals exactly how much visibility you are losing and why. What happens when ads are rarely shown Google...

16

Why am I only getting irrelevant search queries?

When you are only getting irrelevant search queries on Google Ads, the keyword strategy of your campaign is the core problem. Your ads appear for search terms unrelated to your offering – wasting budget and degrading your Quality Score simultaneously. This especially affects accounts with Broad Match keywords without sufficient negative keywords. What causes irrelevant...