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Reasons Your Google Ads Are Approved But Not Running

As a business owner or marketer, it can be exasperating when your Google Ads are approved but not running. You’ve invested in the effort to craft compelling ads and target the appropriate audience, yet they’re not producing the results you anticipated.

So, what could be the reasons behind this? Well, there are a few factors that might be causing your ads to stay dormant, and in this discussion, we’ll reveal those reasons one by one.

From billing issues to campaign date ranges, low bid targets to narrow targeting, we’ll investigate the potential culprits that could be hindering the performance of your Google Ads.

Stay tuned to uncover the secrets behind why your ads are approved but not running, and how you can surmount these hurdles to achieve the desired outcomes for your advertising campaigns.

Billing Issues

Billing issues can lead to adverts not running, including reaching the account budget before the end date or paused accounts due to declined payments. These issues can significantly impact the performance of your Google Ads campaigns.

One common reason for adverts not showing is when the account budget is exhausted before the campaign end date. This means that your adverts will stop running until the budget is replenished. To address this, it is crucial to monitor your ad spend and adjust the account budget accordingly to ensure your adverts continue to run smoothly.

Another billing issue that can prevent adverts from running is paused accounts due to declined payments. If there are outstanding balances or declined payments on your Google Ads account, your campaigns may be paused, and your adverts will not be shown. To resolve this, it is important to regularly check for declined payments and settle any outstanding balances promptly.

Additionally, reviewing your account budgets for monthly invoicing is essential to avoid billing issues and ensure uninterrupted ad delivery.

Campaign Date Ranges

When managing your Google Ads campaigns, it is crucial to meticulously consider the campaign date ranges to guarantee precise ad delivery. The date range you select can affect whether your advertisements appear or not.

Here are three reasons why your advertisements may be approved but not running due to campaign date range issues:

  • Date range exclusion: If the start and end dates of your campaign are not included in the selected date range, it may affect the visibility of your advertisements. Ensure to select a date range that encompasses the entire duration of your campaign.
  • Keyword targeting: Advertisements may not run if the selected date range does not align with the targeting settings for your keywords. Ensure that your date range is in tune with your keyword targeting preferences.
  • Budget and performance: If your campaign operates on a specific budget, make sure to review your account budgets for any monthly invoicing or declined payments. If your campaign costs reach the specified amount, settle any outstanding balances to ensure your advertisements continue to run.

Low Bid Targets & Optimisation Goals

One crucial aspect to consider when addressing campaign date range issues in Google Ads is the effect of low bid targets and optimisation goals on ad performance.

Low bid targets can result in under-serving or non-serving of ads due to limited competitiveness in the auction. It is vital to align optimisation goals with bid targets to ensure active participation and visibility in the ad auction.

Setting low bid targets may limit the ad’s exposure and decrease the chances of it being displayed to the target audience. This can lead to missed opportunities and lower ad performance. To avoid this, it is essential to set bid adjustments that are in line with the desired optimisation goals.

Moreover, optimising bids is crucial for achieving better performance in the ad auction. By regularly reviewing and adjusting your bids based on historical performance, you can ensure that your ads are being shown to the right audience at the right time. Utilising bid simulators can also provide valuable insights into the potential impact of increasing your bids.

In addition, monitoring search queries and adjusting your bids accordingly is vital for maximising the CTR for a given target keyword. Negative bid adjustments can be used to prevent irrelevant search queries from triggering your ads, while increasing your bids for high-performing keywords can help improve ad performance.

Low Budget

A limited budget allocation can significantly impact the delivery and performance of adverts in Google Ads. When running a Google ads campaign, it is crucial to ensure that your budget is sufficient to reach your target audience effectively. Here are a few reasons why a low budget could be affecting your ad performance:

  • Limited ad exposure: With a low budget, your adverts may not receive enough impressions or reach a broad audience, resulting in limited visibility for your brand.
  • Under-serving of adverts: Insufficient budget allocation may lead to your adverts not being shown as frequently as desired, causing missed opportunities to engage with potential customers.
  • Inability to compete in the ad auction: The ad auction depends on several factors, including your bid and the quality of your advert. A low budget may prevent your advert from being competitive enough to secure a prominent position in the auction.

To improve ad performance with a low budget, consider increasing your daily budget or adjusting your bid targets. You can also optimise your ad groups or campaigns by using negative keywords to exclude irrelevant searches and ensure your adverts are shown to users looking for your products or services.

Additionally, monitoring budget utilisation and adjusting bids based on historical performance can help optimise ad delivery. To make informed decisions, you can use bid simulators to understand the impact of different bid levels on your ad performance.

Too Narrow Targeting

Excessively Focussed Targeting

Too much focussed targeting can considerably restrict the reach of your adverts to a specific audience, potentially leading to lost chances for ad impressions and engagement. While it may seem reasonable to target a very specific audience, it’s crucial to find a balance between specificity and reach. When your targeting is too narrow, your adverts may not be displayed to a large enough audience, which can impede the performance of your adverts.

To widen your targeting and boost the chances of your adverts being viewed by a broader audience, you can make adjustments in the advert schedule tab and observation setting. This permits you to test various targeting options and observe their impact on the performance of your adverts.

Additionally, consider broadening the targeting boundaries in the keywords section by utilising different keyword match types and negative keywords. This can help enhance the keyword search volume and improve the chances of your adverts being displayed to a larger audience.

It’s also important to consider the quality score and ad rank of your adverts. These factors heavily rely on the relevance and performance of your adverts, so expanding your targeting to capture a larger pool of potential customers can positively influence these metrics.

Overlap Targeting

Overlap targeting in Google Ads can generate conflicts and inefficiencies in reaching your intended audience when numerous targeting methods are utilised concurrently. This can lead to competition amongst different targeting methods, causing higher costs and reduced ad performance.

To comprehend better how overlap targeting can influence your ads, consider the subsequent points:

  • Exclusion targeting: Utilising exclusion targeting can assist in mitigating overlap by excluding certain audiences from being targeted by multiple methods. By meticulously selecting negative keywords or excluding specific demographics, you can ensure that your ads are displayed to the most relevant audience.
  • Ad rank and bid simulators: Overlapping targeting methods can affect your ad rank and bidding strategies. Ad rank is determined by the quality and relevance of your ads, keywords, and landing page. When there is overlap, it can affect the performance of your ads and ultimately impact your ad rank.
  • Budget and ad group management: Overlapping targeting methods can also have an impact on your advertising budget. If multiple targeting methods are competing for the same audience, it can result in higher costs and inefficiencies. Regularly reviewing and analysing the performance of overlapping targeting methods can assist you in making adjustments to optimise your budget and reach your intended audience.

Frequently Asked Questions

Why Is My Google Ad Approved but Not Running?

There can be several reasons why your Google ad is approved but not running. It could be due to advert scheduling problems, budget limitations, ineffective advert copy, targeting the incorrect audience, competitive keyword bidding, advert disapproval after initial approval, issues with landing page experience, technical glitches or errors, or a low advert quality score. Troubleshooting common issues is essential to resolve this.

Why Won’t My Google Ads Run?

There can be several reasons why Google adverts may not run, including issues with advert settings, advert approval and serving status, billing information, advert targeting, scheduling conflicts, advert creative, budget and bid strategy. Troubleshoot and utilise Google Ads support for assistance.

Why My Display Campaign Is Not Running?

When a display campaign is not in operation, several elements could be contributing to the problem. Effective targeting, advert creative optimisation, budget allocation strategies, campaign scheduling considerations, advert placement and network selection, keyword relevance and quality score, landing page optimisation, advert rank and competitive bidding, advert disapproval reasons, and technical issues and troubleshooting should be evaluated to identify the cause.

How Do I Know if My Google Ad Is Running?

To ascertain if your Google advert is operational, utilise the Ad Preview and Diagnosis tool, inspect the advert status in the Google Ads interface, monitor advert performance metrics, search for alerts, and get in touch with Google Ads support if required.


In conclusion, there are various reasons why Google Ads may be approved but not running. These include:

  • Billing issues
  • Campaign date ranges
  • Low bid targets
  • Low budgets
  • Too narrow targeting

It is crucial to regularly review and adjust account settings, billing, and targeting to ensure that adverts are running smoothly. By addressing these issues, advertisers can maximize the effectiveness of their Google Ads campaigns.