Fix Demand Gen campaigns not running or low traffic: Low bid targets and optimization goals

While it may be possible to serve ads with a very low bid, your campaign isn’t likely to enter or win as many auctions and your ads may not have any impressions. The delivery of Demand Gen campaigns can be restricted because of tight bids or frequent changes to bid targets. When there is too large of a difference between your set target bid and historic actual performance, your campaign may not serve.

What you can do

• Increase your Target CPA bid or reduce your Target ROAS bid to better match up to your actual performance values,  For example, if you’re using target CPA bidding and your target CPA is significantly below your historical average CPA, your target CPA may not be attainable while maintaining reasonable levels of traffic, and you should consider raising your target. Make this change only 20% at a time to avoid significant fluctuations.
• If you’re using Maximize conversions bidding without a set Target CPA, and are finding inconsistent daily budget spend, switch your bid strategy to Target CPA and set the Target CPA higher than the current Maximize conversions CPA.
• Confirm that your campaign’s optimization strategy is aligned to your business goals.
• If available, use the bid simulator  from the performance report in your ad groups page.

Need something else?

Check other common reasons why your ads are not running.