4 Reasons Click Volume Decreases & What To Do

If your Google Ads click volume has recently decreased, you could be surprised by the cause. Learn more about the reasons here.

There has been a down in the volume of searches. Are there any reasons to be worried? Yes. You will miss out on lucrative business opportunities.

Each click you miss out on signifies that your competition is stealing customers from your business.

With just 3 percent of website visitors converting, getting those clicks that lead visitors to your site from the beginning is more important.

What do you do if your click volume drops unexpectedly? What can you do to determine the root of the problem and fix the problem?

The quick answer? It’s time to go deeper.

If you’re brand new to Google Ads or you’ve been looking over hundreds of accounts like me for a decade, You must learn to look beneath the surface level of the campaign’s performance.

In this blog, we’ll look at not just the basics of click-through rate ( CTR) and its meaning but also some essential areas to determine the decrease in clicks.

What is CTR?

One of the metrics that hasn’t changed through the decades within Google Ads is CTR.

CTR is a simple and straightforward formula: the number of clicks your advertisement receives divided by the several times your ad is displayed: clicks/impressions.

Although CTR is a basic calculation, it is also one of the most crucial measures to evaluate the performance of your business.

Don’t believe it if you think CTR could be used only to evaluate compelling copy for ads.

What is the point of CTR? A few of the applications that utilize CTR include:

  • Assessing the relevancy and quality of advertisements.
  • The ability to determine the level of competition for ads and keywords.
  • Examining the gaps between budgets for campaigns and bids for keywords.

If your CTR is down, this can directly impact the volume of clicks.

Now that CTR has been established and we have examples of the metric, you’re probably thinking, “What is a good CTR?”

A recent study conducted by Instapage revealed the median CTR for searches was 5.06 percent across all sectors.

If your average CTR isn’t a good match with industry norms, Don’t worry! Use these tips to get your CTR and click volume at par.

Why is My Click volume decreasing?

Does this not explain the sudden decline in click speed? Here are some most frequently used reasons to determine the cause.

1. Did your Quality Score recently drop?

Although, indeed, the Quality Score metric shouldn’t be thought of as an “end the all,” this often-overlooked measure could be the root reason for the decline in click volume.

Quality Score evaluates these essential elements of your advertisement:

  • Expected CTR.
  • Relevance to Ads.
  • Relevance of the landing page.

Google Ads gives you a thorough overview of all of the areas listed, meaning you don’t have to guess what areas to focus on when optimizing.

Quality Score is essential as it directly influences the frequency with which advertisements can be shown. It’s not just that. It also controls the amount you’re charged per click.

Solutions: Optimize Quality Score Based upon what “grades” Google gives you for your search terms.

Sure, these solutions could be more straightforward for you to put into place (such as creating new ads); however, when you have to improve your page’s landing area, this will require time and resources.

An in-depth guide to improving Quality Scores is available here.

2. Low Impressions

If your CTR is steady, however, you see clicks drop. The most important problem is that it’s a decrease in impressions.

There are many causes for a sudden decline in impressions. Here are the most frequent:


If you’re dealing with the distinction of having a seasonally-based product, it is likely to see peaks and dips in demand.

If the search engine results drop for your specific industry Your keywords’ exposure will also decrease.

Bidding Strategy Updated

If you’ve recently altered your bidding strategies, there might be a misalignment in your daily budget and. the goal of your ROAS/CPA/CPC.

Any major gaps in expectations could result in an abrupt drop in impressions.

For instance, if, example, you bid with 50 dollars CPA goal for keywords with competitive terms, however, you typically get a $150 CPA that will trigger a rapid increase in impressions.

The method by which CPA and ROAS strategies function is to limit impressions to those who are not likely to change their mind about your target.

Neu Negative Keywords

As with many advertisers have to tighten the restrictions on the negative keyword list. This is because Google is lifting restrictions on keyword match types.

You may have been limiting yourself to the use of negative keywords. This could result in a loss of impressions due to conflicting negatives.

What are you doing to fight negative perceptions?

Solutions: Aside from the seasonality problems, look over your Bidding Strategies and ensure that the goals align (and are reasonable) with your performance plans.

Also, go through your list of negative keywords to find any issues preventing your advertisement from appearing.

3. New Ads

You’ve come up with a fresh and exciting advertising copy and put them in place all over the place. You’re thrilled to see your updated ads outperform the prior ads.

However, you’ve noticed that something else happens, and the volume of your clicks drops.

What’s going on?

Essentially, whenever you update your campaigns, especially ads, you’ve put your campaign in learning mode. In this period, you can expect to witness a change in performance. It is possible to notice CTR fall as Google’s algorithm tries to figure out what resonates most with its users.

This isn’t the ideal solution for any advertising company. You’ve worked hard to create a brand new advertisement, and now you’re watching it get worse. What do we take-away from this experience?

Solution: A/B test your new ads before stopping the entire “old” advertisements. This could help decrease the inevitable volatility in the performance of pausing old ads in exchange for brand-new ones.

If you’re unsure where to begin with A/B testing, check out this helpful guide on this page.

4. Your competitors bid more than you.

The competition isn’t something you can manage. They may have a bigger budget or better ads than you. These are all beyond your control.

What you can determine is how you react to the competition.

Imagine that your maximum CPC for the keyword is set at $5. You notice that the same competitor has been consistently appearing ahead of you. Your competitor is likely beating you.

Solutions: If you have the funds to pay for it, an easy solution is to be more aggressive with your bid strategy. This will increase the number of impressions and clicks you get when you appear more frequently.

Learn more about how you can use Smart Bidding effectively here.

Another instance is when your competitor has more effective ad text than yours. If you’re selling the same product and a competitor offers promotions, you don’t. Which do you think will receive more clicks?

Most likely, it was a promotional advertisement.

Solutions: If you can or cannot run a promotion, check the ad’s copy to determine ways to stand out from your competitors.

Be sure to use the appropriate ad extensions that boost your ad’s ranking and the real estate available in the space. Always review using the Ad Preview Tool to ensure that your advertisement is the most appealing one on your page.