Why Your Google Ads Aren't Getting As Many Clicks — And How to Fix It
Why Your Google Ads Aren't Getting As Many Clicks — And How to Fix It : Not getting enough clicks on your Google Ads? Discover the top reasons your campaigns are underperforming and learn proven strategies to fix low CTR,
Google CEO Sundar Pichai told us that search ads with AI Overviews on the page are benchmarked to the same ads without AI Overviews on the page.
So what is the reason for the decline in Google Ad clicks? "It's not merely demand, supply of clicks has been under strain too," Mark Sansum on PPC Hero stated. "There are signs that individuals are clicking less search ads than they employed to, actually producing less inventory of clicks available," he added. He further added:
The emergence of rich answers and responses (like Google's generative AI returns) can satisfy requests without additional clicks.
The Google Ads platform suffers from classic supply and demand tension: when ad supply (clicks) tightens and demand (ad spend) keeps growing, CPC price increases.
You might be asking yourself "why would Google wish to reduce clicks", well, with growing revenue year on year and cost per click increasing, it's a fairly sweet situation for Google as they roll out AI snippets, AI mode, etc.
I asked some PPCers a question about what they think and here is what I learned:
Greg Finn wrote on X:
- Yes, CPCs are rising so clicks are falling unless the budget is raised also.
- Of course clicks alone is a worthless metric that you could manipulate in any direction you choose.
- The smart bidding initiative was a brilliant move on Google's part.
- I asked Greg, what about AI Overviews and he replied, "a part maybe, but smart bidding #1"
Drew Cannon responded:
- AIOs are poaching high intent keywords. And Google seems to be making smart bidding so revenue targets are still met.
- But as Greg described, "Yeah, it is just so hard with Google hiding all AI data to prove."
Anthony Higman wrote on X:
- Also seeing declines but on pure search tighter match type campaigns.
- I DO think its associated with AI overviews but more so in the manner in which they are modifying pages when Ai overviews are present and how that alters user behavior.
May also be a result of Liz's "only show ads when we think they are relevant" thing.
There are some searches we just dont see any ads or we do see them and then when we search for the same keyword again later, no ads. Interesting, lots going on lately.
✅ Quick Checklist
- ✅ Review keyword performance
- ✅ Check Quality Score
- ✅ Refresh ad creatives
- ✅ Optimize for mobile
- ✅ Adjust targeting & bids
FAQ's:
1. Why am I getting impressions but no clicks on my Google Ads?
This will usually mean that your ad is not compelling enough, is not relevant to the keyword, or is not visible at a good position. These can be fixed by improving ad copy, Quality Score, and targeting.
2. How can I improve my click-through rate (CTR) on Google Ads?
You can improve CTR by:
- Writing effective, keyword-targeted ad copy
- Using prominent calls-to-action
- Using ad extensions
- Having high ad relevance
3. Does low click mean that my ads are not performing in Google Ads?
Not necessarily. Low clicks can happen even if your ads are generating brand awareness or appealing to a niche audience. But low clicks on an ongoing basis harm performance and must be investigated.
4. What is an acceptable CTR for Google Ads?
An excellent CTR varies by industry, but generally:
- Search Network: 3–5%
- Display Network: 0.5–1%
Higher CTRs will usually indicate high relevance and well-targeted ads.
5. Can my competitors lower my clicks?
Yes, when others increase their bids or improve their ads, they might push your ad down or away from the page, reducing clicks. Performance audits on a regular basis can help you stay competitive.
6. Do negative keywords affect my ad clicks?
Yes. Overuse or misuse of negative keywords can block your ads from appearing on targeted searches, leaving you with fewer opportunities for clicks.
7. Is low budget responsible for fewer clicks?
Yes. A low daily budget may restrict frequency and visibility, leading to fewer clicks. You can modify your budget for requirements and goals.
8. How often should I change my ad creatives?
Changing ad creatives every 2–4 weeks (especially in competitive niches) will prevent ad fatigue and drive click-through rates up.
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