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Writer's pictureJustin Hubbard

Why Google Ads Can Seem Unpredictable: Understanding ‘Limited by Search Volume’ and Ad Performance Shifts

Running a Google Ads campaign is a lot like managing a living, breathing organism. Sometimes everything is running smoothly, and then—suddenly—you notice a dip in performance or lower-than-expected results. If you’re wondering why this happens, or if Google Ads’ “limited by search volume” message has you scratching your head, here’s what you need to know about how search volume works and why ad performance can fluctuate.


Limited by Search Volume: What Does It Really Mean?

When Google tells you a campaign is "limited by search volume," it’s flagging that the keywords you’re targeting are experiencing a dip in search interest for that period. Think of it as Google’s way of saying, "People aren’t searching for these terms as much right now." But here’s the thing—search volume is never static. It’s constantly shifting month-to-month, influenced by factors like seasonality, trends, and even broader economic conditions.


Just because you’re seeing this notification doesn’t mean your keywords aren’t effective. It simply reflects current search behavior, which can be affected by multiple factors, many of them beyond our control.


Fluctuations Are Normal in Google Ads

In Google Ads, it’s normal for performance to have highs and lows. A campaign might see a fantastic week, then level out as search interest shifts. These fluctuations are an inherent part of digital advertising and often balance out over a full 30-day window. This is why experienced advertisers always look at monthly trends rather than daily or weekly dips—it gives a more accurate picture of performance.


For instance, turning on or off an ad set (like a competitor-focused ad set) can change your results short-term, but it’s hard to pinpoint whether it’s the ad set itself or natural fluctuations in search behavior causing the difference. Google Ads requires a bit of patience to allow these changes to stabilize.


How We Respond to Shifts in Volume

When we notice dips in conversions or lead volume, we’re constantly adjusting behind the scenes. A typical response might be to re-enable certain ad sets or introduce new keywords to bring more traffic in. But it’s important to remember that Google Ads works best with a “set and observe” approach, where we make strategic adjustments and then allow them time—usually about 30 days—to show their true impact.


Day-to-day monitoring is essential, but evaluating the campaign over a month gives us a clearer picture. Strong weeks, slower weeks, and shifts in search volume all average out over time to reveal the campaign’s real performance.


The Bottom Line: Embrace the Ebb and Flow of Digital Advertising

If you’re seeing temporary dips in Google Ads, don’t panic—it’s all part of the process. Ads are affected by search volume, and search volume is always moving. By focusing on long-term performance and making adjustments with patience, you can keep your campaign steady and avoid getting caught up in short-term fluctuations. With Google Ads, staying adaptable is key; sometimes, the best approach is to monitor closely, make strategic changes, and let the campaign breathe.


Digital advertising is as much about waiting as it is about tweaking—let the data guide you, but don’t let the small dips throw you off.✌️

Justin Hubbard
limited by search volume

Justin Hubbard


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