Have you ever wondered if the ads you created on Google Ads are actually showing to your target audience?
This is a common question, especially for those just starting in Digital Marketing or working with clients who question the effectiveness of their campaigns. After all, how can you ensure everything is working without wasting budget or causing doubt?
Let’s learn how to check if your ads are being displayed without spending unnecessary funds and how to handle clients who claim they don’t see the ads and question your strategy.
Why Might My Ad Not Be Showing?
Before explaining how to check ad display, it’s important to understand that several factors can prevent an ad from appearing during a search, even if the campaign is active and properly configured. These include:
- Geographic targeting: If the ad is set to show only in a specific region, it won’t appear outside that area.
- Daily budget: Once the daily budget limit is reached, the ad stops showing.
- Auction competition: If other advertisers have higher bids or better quality scores, your ad might not be shown.
- Scheduled times: The ad might be set to run only during specific hours.
Ad Diagnostic Tool in Google Ads
Google Ads provides a practical tool called Ad Diagnosis and Visualization, which allows you to check if your ads are being displayed without having to spend clicks or perform direct searches on Google.
How to Use the Tool
- Access your Google Ads account.
- In the top menu, click on Tools and Settings.
- Select the Ad Diagnosis and Visualization option.
- Enter the targeting information, such as:
- Keyword of interest.
- Geographic location.
- Language and device (desktop, tablet, or mobile).
This tool simulates the actual ad display conditions and shows whether it is active for the specified keyword. If the ad is not showing, the diagnosis will indicate the reason, such as a depleted budget or targeting issues.
Responding to the Client: “I Don’t See My Ad”
If you’re managing campaigns for clients, it’s common to hear the phrase: “I searched and didn’t see my ad.” This can cause distrust and lead to questions about the effectiveness of your work. Here are some practical tips to respond confidently:
Explain Targeting: Inform the client that ads may be set to appear in specific regions, at certain times, or on different devices than the one they used for their search.
Show the Diagnosis: Use the Ad Diagnosis and Visualization tool to demonstrate that the ad is active and running as planned.
Avoid Manual Searches: Caution the client that frequent searches on Google can harm campaign results. This happens because the system may detect repetitive behavior without clicks and reduce the ad’s visibility to that user.
Report Results: Share Google Ads metrics and reports to prove that the campaign is generating impressions and clicks. Information such as CTR (Click-Through Rate), conversions, and reach are solid evidence of the strategy’s effectiveness.
Why Use Tools Instead of Direct Searches?
Conducting direct searches on Google to check your ads might seem tempting, but there are risks involved:
Budget Waste: You might accidentally click on your own ad, consuming part of the campaign’s budget.
Distorted Data: Frequent searches without interacting with the ad can negatively influence performance.
The diagnostic tool is safe, reliable, and doesn’t interfere with campaign results.
How to Test and Verify Your Ads
A common question for those working with Google Ads is: how can I ensure my ads are showing without compromising the strategy?
Many people have the habit of conducting manual searches on Google, but this can lead to inaccurate results and even harm the campaign’s performance.
Step-by-Step to Verify
- Access Your Account
The first step is to log in to your Google Ads account. Make sure you’re using the email linked to the campaign you want to analyze. - Find the Ad Diagnosis and Visualization Tool
In the top menu, locate the Tools and Settings section. If your interface is updated, the icon may appear directly. Click it and select Ad Diagnosis and Visualization. - Configure the Test Parameters
The tool allows you to simulate the exact conditions of your campaign. This includes:- Location: Choose the targeted region, such as a specific city or state.
- Language: Set the language configured in the campaign.
- Device: Specify if the ad will be displayed on desktop, tablet, or mobile.
For example, if you set the campaign to show only in New York and you’re trying to view the ad from Chicago, it won’t display. This happens because the search doesn’t meet the rules defined in the targeting. The tool allows you to simulate these conditions without errors.
Why Avoid Manual Searches?
Many beginners make the mistake of searching directly on Google to check their ads. This is not recommended for the following reasons:
Geographic Targeting: If the ad is set to display in a specific region, it won’t show outside that location.
Impact on Quality Score: Frequent searches without clicks can harm the ad’s performance, reducing its relevance.
Budget Waste: There’s a risk of accidentally clicking on your own ad, consuming part of the campaign’s budget.
With the diagnostic tool, you can validate the ad display without negatively impacting the strategy.
Testing in Specific Locations
Imagine you’re an advertiser in Campinas, but you’ve created a campaign specifically targeted for New York. Searching in Campinas won’t show the expected results. Here’s how to test it correctly:
- Select the Correct Location in the Diagnostic Tool:
Use the location settings to simulate being in New York. - Check the Keywords:
Enter the keywords used in your campaign to check if the ads are triggered as expected. - Analyze the Result:
If the ad doesn’t show, the tool will indicate the reason, such as budget exhaustion, low quality, or other limitations.
Main Reasons Ads May Not Appear
Limited Daily Budget: When a campaign has a low daily budget, like R$10, it’s possible that the amount is used up before the customer searches. In this case, Google Ads automatically stops showing the ads until the next day when the budget is renewed.
Geographic Targeting: If the customer is outside the geographic area defined in the campaign, they won’t see the ad. For example, if the targeting is set for Campinas and the customer is in São Paulo, the campaign simply won’t be displayed to them.
Relevance Analysis by Google: Google Ads’ algorithm constantly evaluates the likelihood of conversion for each search. In some cases, it decides not to display the ad for searches it considers irrelevant or with low potential for interaction. This can happen with customers who conduct systematic searches just to test the campaign.
CPA (Cost per Acquisition) Strategy: If the campaign uses a CPA bidding strategy, Google Ads adjusts auction participation based on conversion behavior and context data.
The system prioritizes showing ads to users who are in more advanced stages of the buying journey, such as those searching for terms like “buy” or “price.” Generic or informational searches may be ignored.
Explaining to Your Client
Use Campaign Data: Explain that Google Ads doesn’t show ads for all searches due to budget or targeting limitations. Show the campaign metrics and results to reinforce the effectiveness of the strategy.
Demonstrate Google’s Smart Control: Help the client understand that Google prioritizes showing ads to audiences with a higher likelihood of conversion, optimizing results and return on investment (ROI).
Simulate the Diagnosis: Use the diagnostic and ad visualization tool to verify that the settings are correct and the ads are being displayed according to the conditions defined in the campaign.
How to Ensure Your Ads Are Displaying
Ensuring that your ads are showing on Google Ads is a crucial step for the success of your campaigns. With the ad diagnostic and visualization tool, you can check if your keywords are triggering ads correctly and identify segmentation, budget, or configuration issues that may prevent display.
This feature is essential for validating campaign strategies and making adjustments to target the right audience with precision.
Additionally, understanding Google Ads’ behavior—such as its conversion-based decisions or budget restrictions—helps explain situations where ads might not show up for you or your clients.
By mastering these concepts, you instill confidence in your clients, strengthen the credibility of your work, and ensure greater efficiency in your campaigns, optimizing return on investment.