Starting on March 1, 2025, numerous advertisers reported that their Google Ads campaigns abruptly ceased serving, resulting in zero impressions and clicks. This unexpected disruption persisted throughout the weekend, prompting widespread discussions and concerns within the advertising community.
The Google Ads Help Forums were inundated with complaints from advertisers experiencing this issue. Many reported that their long-standing campaigns, which had consistently delivered results, suddenly stopped without any apparent reason. One advertiser noted, "12-year-old account and we've never had a single day with 0 impressions or clicks until today."
Potential Causes
Several theories emerged regarding the potential cause of this disruption. Some experts speculated that the issue might be linked to the deprecation of Enhanced CPC (eCPC) bidding strategies. Google had previously announced that starting October 2024, new Search and Display Ads campaigns would no longer have the option to select eCPC, with existing campaigns being migrated to Manual CPC bidding by March 2025. This transition aimed to encourage advertisers to adopt more advanced bidding strategies, such as Maximize Conversions or Maximize Conversion Value.
Another theory suggested a possible connection between the ad-serving issues and Google Business Profile (GBP) integrations. Some advertisers questioned whether linking their GBP to Google Ads for local advertising might be influencing ad delivery. However, no concrete evidence has confirmed this correlation.
Google's Response
Throughout the weekend, Google's official channels remained silent on the matter, leaving advertisers in a state of uncertainty. This lack of communication led to increased frustration, as businesses relied heavily on these campaigns for their marketing efforts.
On the morning of March 3, 2025, Google acknowledged the issue, stating, "We’re investigating reports of an issue with Google Ads." A few hours later, they confirmed that the problem had been resolved and apologized for the inconvenience.
Key Takeaways for Advertisers
- Stay Informed: Regularly monitor official Google channels and industry forums for updates on platform changes or disruptions.
- Review Bidding Strategies: With the deprecation of eCPC, consider transitioning to recommended bidding strategies like Maximize Conversions or Maximize Conversion Value to align with Google's evolving best practices.
- Monitor Campaigns Closely: Regularly review campaign performance to identify and address any sudden changes or issues promptly.
Final Thoughts
While the exact cause of the ad-serving disruption remains uncertain, it underscores the importance of staying adaptable and informed in the dynamic landscape of digital advertising.