Sometimes it’s not your copy, not your offer, not even your landing page. Two reasons your performance might be dropping:
1. Search volume is down
You may be targeting keywords that are no longer frequently searched. Markets shift, trends fade, and user behavior changes. Tools like Google Trends or the keyword planner can help you spot these drops. If fewer people are searching, you’ll see fewer impressions and conversions, no matter how optimized your campaigns are.
2. Auction insights have changed
Just because you’re running the same campaign doesn’t mean you’re competing with the same advertisers. Your competitors might have increased budgets, changed bidding strategies, or launched aggressive new campaigns. This shifts impression share and can push your average CPC up. Check your Auction Insights regularly to see who’s entering or leaving the field and how that’s affecting you.
👉 Google Ads isn’t “set and forget.”
👉 It’s “monitor and adapt.”
Seeing a drop? Start by checking these two things first.
