Date of publication:
11 Apr. 25Why aren’t your ads displaying? 7 hidden reasons
Have you ever launched an advertising campaign, waited for the first results… and got silence in response? Analytics remain silent, and there are zero clients. Feeling like you’re shouting into the void?
This is not uncommon. According to Google statistics, over 40% of ads are blocked or not displayed due to hidden reasons. Some of these reasons are obvious, such as non-compliance with advertising policies. But there are also those that even experienced marketers do not notice immediately.
So, if your ad has disappeared, don’t panic. We will tell you about 7 sneaky reasons that prevent your ads from seeing the light, and most importantly, how to fix them. Hold on tight, as we head into an exciting journey through the advertising jungles!
Your advertisement did not pass moderation
Oh, this moment is familiar to many: you’ve spent a lot of time creating the perfect advertising campaign, you click ‘Publish’… and you receive a cold shower in the form of a rejection. Google Ads or Facebook politely inform you: ‘Your ad does not comply with the platform’s policies.’ No explanations, no specifics, just ‘no.’
What happened
Your ad might have been caught by moderation filters because of:
- Prohibited content. Even if you are selling a regular product, some words can trigger blocking. For example, Facebook has very strict rules regarding health: an ad ‘Lose 5 kg in a week!’ — 100% ban.
- Exaggerated promises. ‘Earn $5000 a day!’ or ‘Buy this mask — and look 10 years younger!’ — such phrases immediately raise suspicions.
- Landing page issues. If your site has clickable ‘Download’ buttons without an actual file or the page loads slowly — you may be blocked.
How to fix it
First of all, check the platform’s policy. Google and Facebook have detailed lists of prohibited topics. If in doubt, it’s better to rewrite the text. After this, change the wording. For example, instead of “Enhances immunity” (Facebook will ban this) write “Helps support a healthy lifestyle.” To ensure this works, conduct a test campaign. Launch an ad with a minimal budget to check if it passes moderation.
For example, you have a company that sells organic cosmetics and you run an ad with the phrase “get rid of acne forever.” Facebook will block such an ad because it implies that the person has flaws. The corrected wording “Skincare for a natural glow” will successfully pass moderation, and the CTR will increase.
You are using prohibited or restricted keywords
It’s like playing soccer with your eyes closed: you think you are doing everything right, but the ball doesn’t hit the goal. Your ad might simply not be shown because you are using keywords that the platform dislikes or restricts in visibility.
What’s happening
Some words automatically put your ad “on pause” or significantly reduce its reach. Here’s what can go wrong:
- Restricted categories. For example, ads for financial services or medicine may only be available after additional verification.
- Negative connotation. Google doesn’t like words that indicate flaws or problems. For example, instead of “fighting baldness,” it’s better to write “strengthening hair.”
- High competition for the query. If you use a too popular keyword (e.g., “English courses”), the ad may simply lose auctions due to high bids.
How to check
Follow a few simple steps to ensure everything works:
- Go to Google Ads → Keyword Planner and check if your query has high competition or restrictions.
- In Facebook Ads, check Ad Limitations in the Business Manager Settings.
- Run a test ad with different keyword variations to see which ones work best.
How to fix
Here are some steps you need to follow:
- Rephrase queries. Instead of “Credit without refusal,” use “Flexible financial solutions” in the ad.
- Make sure you meet platform requirements. Advertising in finance, medical, and legal services often requires additional verification.
- Change semantics. If one word causes issues—find synonyms. For example, instead of “get rid of pain,” use “maintain comfort.”
For example, if you have a medical clinic and you launch an ad with the query “treatment of stomach diseases,” such a campaign will most likely not get impressions. Why? Facebook does not allow wording that implies health problems. After changing it to “comfort for digestion,” the reach will increase, and the cost per click will decrease by half.
Low Ad Quality Score
Google Ads and Facebook are not just advertising platforms, but smart algorithms that decide which ad to show and which to hide. If your ad has a low quality score, even a large budget won’t save it from being invisible.
What It Means
The algorithms assess each ad based on three main criteria:
- Expected CTR — the likelihood that a user will click on your ad.
- Relevance — whether the ad matches the audience’s query.
- Landing Page Quality — if it’s slow to load, not mobile-friendly, or looks like spam, say hello to a low score.
How to Check Your Ad’s Quality
In Google Ads, open the ‘Quality Score’ column in the campaign table. In Facebook Ads, check the Quality Ranking in the campaign analytics. It’s all quite simple and easy!
How to fix
Here’s how you can do it:
- Make your headline clickbait (but honest!). People won’t click on something mundane. For example, instead of “Buy our course” — “How to earn 3 times more in 2 months?” (but without exaggerations!).
- Test different formats. Add videos, carousels, GIF animations — Facebook loves dynamic content.
- Optimize the page your ad leads to. No one will wait 10 seconds for your site to load. Google reduces ad ranking if the page takes longer than 3 seconds to load.
For example, if you are a clothing brand that tested two ad variants: one led to a page that took 6 seconds to load, the other to a fast mobile version. As a result, ads with the fast site can generate +25% sales and 35% cheaper clicks.
Your budget is too low — the ad simply doesn’t pass the auction
It’s like trying to buy an iPhone for $50 — the desire is there, but sellers won’t even look your way. The same goes for advertising: Google and Facebook work on an auction principle, and if you set too low a budget or bid, your ad will simply lose to competitors.
What’s happening
The algorithm ranks all ads, and if your budget is too low, the platform decides:
“Well, let’s show your competitor’s ad instead, their bids are higher.”
- Check it in Google Ads. Go to the auction report (Google Ads → Auction Insights) and see how often your ad is losing.
- In Facebook Ads. Go to “Ad Delivery” and see if there’s a message “Budget limit restricts impressions”.
How to fix
Just a few simple steps and it’s done:
- Raise your bids. Google Ads recommends being at least within the average cost-per-click in your niche.
- Optimize your budget. If you have a small budget, it’s better to target a narrow segment than to spend pennies on everyone.
- Ensure you have the right bidding strategy. If you’re using ‘Maximize Clicks’ and the competition is high, it’s better to switch to ‘Target CPA’.
Low engagement rate — the algorithm simply ignores you
Imagine: you arrive at a party, but no one wants to talk to you. You speak, wave your hands, but everyone avoids you. The same happens with advertising: if users do not engage with your ad, the algorithm decides it’s not interesting and simply stops showing it.
What’s happening
Facebook and Google use engagement rate (Engagement Rate and Quality Score) to determine whether your ad is worth showing. If the score is low, say hello to ‘ad invisibility’.
Here are signs that you have a problem with engagement rate:
- CTR (click-through rate) below 1% on Facebook Ads or less than 3% on Google Ads.
- The algorithm shows the ad less frequently, even though the budget is not spent.
- On Facebook Ads, the Quality Ranking is “below average” or “low.”
How to fix
To do this, simply do the following:
- Test new creatives. Ads burn out quickly. Facebook recommends updating your ads every 2-3 weeks.
- Add interactivity. Polls, videos, dynamic creatives — all of these increase engagement.
- Adapt to the audience. If your audience is 40+, a TikTok style may not suit them. And if they are young, plain text without emotion won’t capture their attention.
Geotargeting or language settings limit impressions
Imagine you’ve opened a coffee shop in the center of Kyiv, but all your ad displays are for people in Iceland. Surely, you might have a fan club in Reykjavik, but clients — not likely.
An error in geotargeting is one of the most insidious reasons why your ads may not show at all. You might not realize that the system picked the wrong region, or that the ads are being shown to a too narrowly defined audience, hence not gaining reach.
What’s happening
There are several reasons why things might not work as desired:
- Overly precise geotargeting. If you specified “within 1 km radius of your store,” and your customers live slightly further away, the ad might simply not work.
- Incorrect language. For example, in Google Ads, you launched an ad in Ukrainian, and the system set it up only for users with a “Ukrainian” browser language. Therefore, everyone with Russian or English settings just doesn’t see it.
- Ads accidentally targeting the wrong country. This happens when the wrong region is selected during setup, for example, USA instead of Ukraine.
How to check
In Google Ads, go to “Campaign settings” → “Geographic targeting” and check if it says “People interested in this location” instead of “People in this location.” In Facebook Ads, go to “Audience Insights” and check if your users match the selected region.
How to fix
Simply do the following:
- Expand the display area. For example, instead of “Kyiv, 2 km radius,” choose “Kyiv + region.”
- Add more language options. If your ad is in Ukrainian, add English and Russian languages so that everyone can see it.
- Ensure the country matches the audience. If your ad is about delivery in Lviv, targeting all of Ukraine may not be the best idea.
Your ad has been subject to manual moderation
It’s like at the border: everyone passes quickly, and you got caught in a ‘random selection’ — now the customs officer checks every pocket. The same can happen in advertising. Your ad may not just pass the automatic check, but get flagged for manual moderation, leaving it in a ‘pending state’.
What’s happening
There are several reasons for this:
- Business sector under increased control. Financial services, medicine, legal consultations — all attract more attention from moderators.
- Your account is new or has a ‘history of violations’. If you have had ads rejected, subsequent ones may take longer to review.
- The algorithm detected suspicious triggers. For example, on Facebook, ads for bank cards are reviewed for up to 48 hours, even if the text is impeccable.
How to check
In Google Ads, “Ad Status” says “In Review” — this means the ad has not been approved yet. In “Policy Details”, there may be a note about additional review. In Facebook Ads, in the Ads Manager next to the ad, there will be “Pending review”.
How to fix
Do the following:
- Wait 24-48 hours. Most ads are approved automatically, but manual moderation takes longer.
- Submit an appeal. If the ad is stuck for too long, submit a request to Facebook or Google Ads support.
- Add more details. If the ad is related to finance, medicine, or another “sensitive” topic, add explanations or certificates that verify your activity.
Conclusion: Why your ad isn’t showing and what to do about it
If you’ve read this far—congratulations, you are now equipped with the knowledge to fix any ad problem faster than Facebook updates its algorithm (which, let’s face it, happens often).
Let’s quickly go over the 7 hidden reasons why your ad isn’t being shown:
- Moderation flagged your ad. Avoid exaggerations and prohibited phrases.
- Prohibited or restricted keywords. Use alternative phrasings and avoid trigger words.
- Low quality score. Improve headlines, CTAs, and the landing page.
- Too low budget. Check competitors and raise bids if necessary.
- Low engagement rate. Test new formats, add videos and other interactive elements.
- Incorrect geo-targeting or language settings. Ensure the ad is shown to the right people in the correct region.
- Manual moderation. Wait, submit an appeal, or edit the ad to avoid delays.
What to do next? Start by auditing your advertising campaigns with this checklist—you might find a “bottleneck” that is hindering your ads from working effectively. Then, test new creatives and monitor your CTR, CPM, and conversion rates. If the issue persists, contact the platform’s support team (yes, sometimes they actually respond).
