Quick Answer: Google Ads stop working when your cost-per-click rises, your Quality Score drops, competitors outbid you, or your landing pages don’t convert. The fix isn’t always more budget—it’s better targeting, improved ad relevance, conversion optimization, and sometimes rebuilding campaigns that have drifted from their original structure.
Six months ago, your Google Ads were humming. Cost per lead was reasonable. Conversions were steady. Your ROI made sense.
Then something changed.
Maybe gradually. Maybe suddenly. But now you’re spending the same budget—or more—and getting fewer leads. Your cost per click keeps climbing. Leads that do come in aren’t as qualified. Your ROAS is half what it used to be.
You ask your agency or ads manager what’s happening. They mention “increased competition” or “market changes” or suggest raising your budget. But that doesn’t feel like the whole answer.
Here’s the truth: Google Ads don’t just stop working randomly. Something specific changed—in your campaigns, your market, or how Google’s algorithm treats your ads.
The good news? Most of these problems are fixable. Let’s diagnose what’s actually wrong and how to fix it.
The 7 Reasons Google Ads Stop Performing
1. Your Quality Score Tanked (And You Didn’t Notice)
Quality Score is Google’s rating of how relevant your ads, keywords, and landing pages are to searchers. It ranges from 1-10, and it directly impacts both your cost-per-click and how often your ads show.
What happened:
- Your ad copy became outdated or less relevant
- Your landing page experience degraded (slow load times, poor mobile experience, content that doesn’t match ad promise)
- Your click-through rate dropped because your ads aren’t compelling compared to competitors
- You’re bidding on keywords that don’t match your landing page content
Why this kills performance: When Quality Score drops, Google charges you more per click AND shows your ads less frequently. You’re paying more to reach fewer people. It’s a death spiral.
How to check: In Google Ads, go to Keywords → Columns → Modify Columns → Quality Score. Add “Quality Score” and the three components: Landing Page Experience, Expected CTR, and Ad Relevance.
How to fix it:
If ad relevance is low:
- Rewrite ad copy to include your target keyword naturally
- Make sure your headline directly addresses search intent
- Ensure your ad matches what you’re promising on the landing page
If expected CTR is low:
- Your ads aren’t compelling enough. Test new headlines that include numbers, urgency, or specific benefits
- Add ad extensions (callouts, sitelinks, structured snippets) to take up more space and give more reasons to click
- Review which competitor ads rank above yours—what are they saying that’s more compelling?
If landing page experience is low:
- Speed up your page load time (use PageSpeed Insights to diagnose)
- Ensure your landing page directly addresses the keyword/ad topic
- Improve mobile experience (most traffic is mobile now)
- Make your CTA obvious and above the fold
Even small Quality Score improvements can cut your CPC by 20-30% while increasing impression share.
2. You’re Losing Impression Share to Competitors
Impression Share is the percentage of times your ad showed compared to total available impressions. If you’re at 40% impression share, you’re missing 60% of opportunities.
What happened: Competitors raised their bids, improved their Quality Scores, or both—pushing your ads down or out of the auction entirely.
Why this kills performance: You’re not even getting a chance to be seen. Your budget and bids might be the same, but the competitive landscape shifted.
How to check: In Google Ads, go to Campaigns → Columns → Modify Columns → Competitive Metrics. Add “Search Impression Share” and “Search Lost IS (rank)” and “Search Lost IS (budget).”
What the numbers mean:
- Lost IS (rank): You’re losing impressions because competitors are outranking you (better bid + Quality Score)
- Lost IS (budget): You’re running out of budget before the day ends
- Total impression share under 50%: You’re missing most opportunities
How to fix it:
If lost IS (rank) is high:
- Increase bids on your best-performing keywords
- Improve Quality Score (see #1 above)
- Consider bidding more aggressively during peak hours when conversion rates are highest
If lost IS (budget) is high:
- Either increase budget, or
- Narrow targeting to focus budget on highest-intent keywords
- Pause underperforming campaigns/keywords to reallocate budget
- Adjust bid strategy to spread budget throughout the day instead of burning it early
Sometimes the issue isn’t that your ads stopped working—it’s that they’re barely running at all.
3. Your Conversion Rate Dropped (The Landing Page Problem)
Your ads might be fine. But if your landing page stopped converting, your whole campaign looks broken.
What happened:
- Your website redesign broke something (forms, mobile experience, load speed)
- Your offer became less compelling compared to competitors
- Your landing page content drifted away from what your ads promise
- Technical issues (form not submitting, CTA buttons not working, slow load times)
Why this kills performance: You’re paying for clicks but getting no results. Google sees that people click but don’t convert, which eventually hurts your Quality Score too.
How to check: In Google Analytics (or GA4), compare conversion rate by landing page over time. Look for drops that coincide with when performance declined.
Also check:
- Mobile vs. desktop conversion rates (mobile broke?)
- Form abandonment rate (too many fields? not working?)
- Page load time (PageSpeed Insights)
How to fix it:
Technical fixes first:
- Test your forms on multiple devices and browsers
- Check page load speed and fix issues (compress images, minimize code)
- Verify your conversion tracking is still working
Messaging and offer:
- Does your landing page headline match your ad promise?
- Is your CTA clear and compelling?
- Are you asking for too much information too early?
- Do you have trust signals (reviews, guarantees, credentials)?
Run a conversion test:
- Try a simpler form (name and email only vs. 8 fields)
- Test different offers (free consultation vs. pricing guide)
- Test different CTAs (“Get a Quote” vs. “See Pricing” vs. “Schedule a Call”)
A 2% improvement in conversion rate can double your leads without touching your ad spend.
4. Your Keyword Strategy Drifted
When campaigns launch, they’re usually tightly focused. Over time, they drift—adding too many keywords, targeting too broadly, or chasing volume over intent.
What happened:
- Someone kept adding “related” keywords that aren’t actually buyer-intent
- Broad match keywords expanded into irrelevant searches
- You’re showing up for informational queries instead of commercial ones
- Search terms report shows you’re paying for clicks from people who will never buy
Why this kills performance: You’re wasting budget on the wrong traffic. Even if clicks are “cheap,” they’re worthless if they don’t convert.
How to check: Run a Search Terms Report (Search Terms → All) and look at what actual queries triggered your ads. Sort by cost or clicks. Are you paying for searches like:
- “how to [do it yourself]”
- “[your industry] jobs”
- “[competitor name]”
- Generic research terms with no buying intent
How to fix it:
Ruthlessly prune:
- Add negative keywords for anything that costs money but doesn’t convert
- Pause keywords with high spend and zero conversions
- Tighten match types (move from broad to phrase or exact match)
Refocus on buyer intent:
- Prioritize keywords with commercial intent: “near me,” “[service] cost,” “best [service] for [specific need],” “[service] company”
- Create separate campaigns for informational vs. commercial intent
- Bid more aggressively on high-intent, less on research terms
Simplify structure:
- Fewer, more focused campaigns perform better than sprawling ones
- Each ad group should have tightly related keywords (5-10 max)
- One landing page per ad group, message-matched
Sometimes “fixing” Google Ads means cutting 40% of your keywords and reallocating that budget to what actually works.
5. Google’s Algorithm Changed How It Evaluates You
Google regularly updates its ad auction algorithms, automated bidding strategies, and how it interprets user intent. Sometimes your campaigns get caught in those shifts.
What happened:
- Google shifted to prioritizing different signals (like conversion history or user engagement)
- Your automated bidding strategy (Target CPA, Maximize Conversions) hit a learning phase or plateau
- Privacy changes (iOS updates, cookie deprecation) made your conversion tracking less accurate
- Google’s interpretation of search intent changed for your keywords
Why this kills performance: Your campaigns were optimized for the old algorithm. They need to adapt to the new reality.
How to check: Look at performance drops that correlate with Google announcements or platform changes. Check your conversion tracking—are conversions being recorded accurately?
How to fix it:
If using automated bidding:
- Ensure you have enough conversion volume (30+ per month minimum for Target CPA/ROAS to work)
- Verify conversion tracking is accurate
- Consider switching to manual bidding if volume is low or performance is erratic
- Give algorithm changes 2-3 weeks to restabilize before making major changes
If conversion tracking broke:
- Check that your conversion actions are still firing
- Update tracking codes if your website changed platforms
- Set up Google Tag Manager for more reliable tracking
- Use server-side tracking if privacy changes impacted browser-based tracking
If search intent shifted:
- Review Search Terms Report to see what queries you’re actually matching
- Create new ad copy that better matches current searcher behavior
- Test new landing pages that address evolved customer needs
6. Seasonal or Market Changes You’re Not Accounting For
Sometimes your ads didn’t stop working—demand just shifted, and you’re still running the same strategy.
What happened:
- Your industry has seasonality you’re not adjusting for
- Economic conditions changed customer behavior or willingness to spend
- New competitors entered the market
- Customer preferences or search behavior evolved
Why this affects performance: Your bids, budget allocation, and messaging are optimized for a market that no longer exists in that form.
How to check: Compare year-over-year performance for the same time period. Look for patterns:
- Does Q1 always perform worse than Q4?
- Did search volume for your keywords drop? (Use Google Keyword Planner to check trends)
- Did new competitors launch aggressive ad campaigns? (Search your keywords and see who’s advertising)
How to fix it:
For seasonality:
- Adjust budgets up during peak seasons, down during slow periods
- Create season-specific ad copy and offers
- Build remarketing lists during slow seasons to convert later
For competitive pressure:
- Differentiate your ad copy—don’t just compete on price
- Focus on what makes you different (speed, guarantees, specialization)
- Consider bidding on competitor keywords if they’re going aggressive
For market shifts:
- Update messaging to address current concerns (economy, supply chain, etc.)
- Adjust offers to match current buyer psychology
- Test different landing pages that speak to evolved needs
7. You’re Not Optimizing—Just Running
The biggest reason Google Ads stop working? Nobody’s actively managing them.
What happened: Someone set up campaigns months or years ago, and they’ve been running on autopilot. No testing. No optimization. No adjustment to performance data.
Why this kills performance: Markets change. Competitors change. Customer behavior changes. Campaigns that aren’t actively optimized decay over time.
How to check: When was the last time you:
- Updated ad copy?
- Added negative keywords?
- Adjusted bids based on performance?
- Tested a new landing page?
- Reviewed search terms and pruned irrelevant ones?
If the answer is “months ago” or “never,” that’s your problem.
How to fix it:
Establish a regular optimization cadence:
Weekly:
- Review Search Terms Report and add negative keywords
- Pause keywords/ads with high spend and no conversions
- Adjust bids on top performers
Monthly:
- Test new ad copy
- Review landing page conversion rates and test improvements
- Analyze performance by device, location, time of day—adjust accordingly
- Check competitor ads and differentiate
Quarterly:
- Audit campaign structure—is it still optimal?
- Review overall strategy—are we targeting the right keywords?
- Analyze seasonal trends and plan ahead
Google Ads require active management. Set it and forget it doesn’t work.
The Google Ads Diagnostic Checklist
Not sure which of these is your problem? Run through this checklist:
☐ Check Quality Score (Keywords → Quality Score column)
Are any keywords below 5? That’s your first priority.
☐ Review Impression Share (Campaigns → Competitive Metrics)
Are you missing more than 50% of impressions? You’re not competing effectively.
☐ Analyze Conversion Rate Trends (Google Analytics)
Did conversion rate drop significantly? Your landing page is the problem, not your ads.
☐ Run Search Terms Report (Search Terms → All)
Are you paying for irrelevant or low-intent searches? Add negative keywords and tighten targeting.
☐ Check Conversion Tracking (Tools → Conversions)
Are conversions being recorded accurately and consistently? If tracking broke, all your data is wrong.
☐ Review Competitor Landscape (Search your own keywords)
Who’s advertising? What are they saying? Are they outbidding you?
☐ Compare YoY Performance (Campaigns → Date Range)
Is this decline seasonal/cyclical, or a real problem?
Work through these systematically. The answer is usually in the data.
When to Rebuild vs. Optimize
Sometimes your Google Ads campaigns are so far gone that optimization won’t save them. Here’s when to consider rebuilding from scratch:
Rebuild if:
- Campaign structure is a mess (hundreds of keywords in single ad groups, no organization)
- Quality Scores are consistently 3 or below across campaigns
- Conversion tracking was never set up properly or is completely broken
- Campaigns were built 3+ years ago and have been frankensteined since
- You’re using outdated campaign types (standard display, legacy smart campaigns)
Optimize if:
- Structure is sound but performance drifted
- Quality Scores are 5-7 (improvable)
- Conversion tracking works but needs refinement
- The core strategy makes sense but execution needs tightening
Rebuilding takes 2-4 weeks but gives you a clean foundation. Optimization is faster but only works if the foundation isn’t broken.
What Good Google Ads Management Looks Like
If you’re working with an agency or ads manager, here’s what you should expect:
Weekly:
- Search terms review and negative keyword additions
- Bid adjustments based on performance
- Monitoring for sudden changes or issues
Monthly:
- Ad copy testing
- Landing page optimization recommendations
- Performance analysis by segment (device, location, time)
- Budget reallocation toward best performers
Quarterly:
- Strategic review: are we targeting the right keywords/audiences?
- Competitive analysis
- Campaign structure evaluation
- Forecasting and planning
What you should NOT see:
- “Set it and forget it” approach
- Blame on “market conditions” without data-backed analysis
- Resistance to providing access or data
- No testing or optimization for months at a time
Google Ads performance doesn’t maintain itself. It requires consistent, strategic attention.
The Fix Might Be Simpler Than You Think
Here’s the good news: Most Google Ads problems have straightforward fixes.
If your cost per click is rising: Improve Quality Score and add negative keywords.
If your conversion rate dropped: Fix your landing page experience and message match.
If you’re getting fewer impressions: Check if you’re out of budget or being outranked, then adjust accordingly.
If leads are lower quality: Tighten your keyword targeting and add negative keywords for non-buyers.
You don’t always need a bigger budget. You need better optimization.
The businesses that succeed with Google Ads long-term aren’t the ones with the biggest budgets—they’re the ones who actively manage, test, and optimize based on what the data shows.
Not Sure Why Your Google Ads Aren’t Performing?
At Blackfeather, we audit Google Ads accounts to diagnose exactly what’s broken and how to fix it. Our Growth Systems include conversion-optimized paid media strategies—ensuring your ads, landing pages, and tracking work together to drive qualified leads at predictable costs.
Want to know what’s actually wrong with your Google Ads?
Book a Growth Audit and we’ll analyze your account, identify the specific issues hurting performance, and show you exactly how to fix them.
Related Questions:
How much should I spend on Google Ads?
Start with whatever generates 20-30 conversions per month (needed for algorithm optimization). For most service businesses, that’s $2,000-$5,000/month depending on industry. Increase spend only after you’ve optimized for profitability—spending more on broken campaigns just wastes money faster.
What’s a good cost per click for Google Ads?
It varies dramatically by industry. Legal and insurance can be $50-$200+ per click. Home services are typically $5-$30. B2B services range from $10-$50. What matters more is your cost per conversion and whether that’s profitable for your business model.
Should I use automated bidding or manual bidding?
Automated bidding (Target CPA, Target ROAS) works well if you have 30+ conversions per month and accurate tracking. Below that threshold, algorithms don’t have enough data and manual bidding gives you more control. Many successful campaigns use manual bidding with automated bid adjustments.