Is Your Google Ads Campaign "Limited by Search Volume"?

By: Jyll Saskin Gales, Google Ads Coach

Have you ever seen the dreaded "Limited by Search Volume" status in your Google Ads campaign? This message can cause panic, but it's important to understand what it actually means and how to address it. Let's clarify what constitutes "limited search volume," how it affects your campaigns, and what steps you can take.

We'll cover:

• Defining "limited search volume" in the context of Google Ads
• Distinguishing between intentional and unintentional limitations
• Setting benchmarks for click volume to assess campaign performance
• A Google Ads expert's perspective on managing limited search volume

What Does "Limited by Search Volume" Mean in Google Ads?

The "Limited by Search Volume" status typically appears when your targeting (keywords, location, etc.) is so specific that there simply aren't enough searches to trigger your ads frequently. This often happens with exact match keywords or brand campaigns for lesser-known brands. Essentially, you've designed your campaign to target a very narrow slice of the search landscape.

It's crucial to distinguish between intentional and unintentional limitations. If you're using exact match keywords to target a very specific audience, the limited search volume might be a deliberate strategy. However, if you're unintentionally limiting your reach and missing out on potential customers, it's a problem that needs to be addressed.

Setting Benchmarks for Click Volume in Google Ads

So, how do you know if your search volume is too limited? While there's no magic number, here are some general benchmarks to consider:

• Less than 10 relevant clicks per day: This is a red flag. If you're consistently getting fewer than 10 relevant clicks daily from your campaign, your search volume is likely too limited to gather meaningful data or drive significant results. It's time to revisit your strategy.
• 20-50 relevant clicks per day: This might be considered limited search volume, but it could be sufficient depending on your goals. If you're happy with the results you're getting, even with this volume, there's no need to panic.
• 50+ relevant clicks per day: With this volume, you should be able to drive consistent results, assuming your campaigns are well-optimized.

A Google Ads Expert's Perspective on Limited Volume

As a Google Ads Coach and ex-Googler, I've seen many campaigns with the "Limited by Search Volume" status. My advice is: don't automatically assume it's a problem. First, analyze why your search volume is limited. Is it by design? If so, and you're achieving your goals, there's no need to make changes.

If you're concerned about low volume, focus on the number of relevant clicks you're getting. 10 relevant clicks are far more valuable than 100 irrelevant clicks. If you're consistently getting fewer than 10 relevant clicks, consider expanding your targeting. This might involve adding more keywords, broadening your match types, or expanding your location targeting.

Google will often suggest adding more keywords or switching to broad match. While this might increase your volume, it could also decrease the relevance of your traffic. Make sure any changes you make are aligned with your overall marketing strategy and your target audience.

The "Limited by Search Volume" status isn't always a cause for concern. It's essential to understand why your search volume is limited and whether it's impacting your campaign performance. Focus on the number of relevant clicks you're getting, and don't be afraid to experiment with different targeting options to find the right balance between volume and relevance.