Hi everyone, I’m relatively new to Google Ads and have recently taken on multiple clients who are now requesting Google Ads alongside Meta campaigns. The biggest challenge I’m facing is a lack of impressions on all my clients’ search term campaigns. Despite selecting search terms that I know have volume, they’re not generating impressions when using a Max Conversions bid strategy. I’ve even tried increasing the budget to $2,000 a day, but still, no search volume. When I switch to Max Clicks, I do get impressions, but conversions remain minimal. I’ve tried various approaches to generate more volume, but nothing seems to work so far. For context, all the accounts have existing conversions. However, the clients’ previous agency primarily ran Performance Max or branded campaigns, with very few search term campaigns generating any conversions. I also understand that headings and descriptions play a big role in expected CTR, so I’ve taken a good amount of time to ensure these are crafted correctly. I feel like I must be missing something, but I can’t figure out what it is. I’d really appreciate any advice or guidance to help me troubleshoot this issue. Thank you in advance!

I’ve been working with PPC for a while now, and one thing I’ve been paying more attention to lately is how quickly campaign performance can change even when the setup hasn’t changed much. A campaign can look solid on the surface, but small shifts in search behavior, competition, CPCs, or conversion quality can completely change the numbers. One thing I’ve started doing differently is looking beyond the basic metrics and paying much closer attention to the quality of the traffic coming in. Still testing and learning, but it’s been interesting to see how much this can change the way I evaluate a campaign. Curious if anyone else who has been running PPC for a while has noticed similar changes recently. What are you paying more attention to in your campaigns these days?