Apr 24, 2025

Drop in Impressions and Clicks

I've noticed a significant drop in engagement since January 2025. For comparison, in April last year, we had 1,000 clicks and 7,866 impressions. This month, we’ve only had 120 clicks and 703 impressions.

I wonder if the introduction of AI-generated suggestions at the top of Google Search is pushing Google Ad Grant ads further down the page, resulting in fewer impressions. Our CTR is still strong at 17%, which is great, but with fewer impressions, we’re naturally getting fewer clicks.

I haven’t looked into bidding strategies yet—that’s next on my list. In the meantime, any insights or suggestions would be hugely appreciated.

Details

Performance optimization

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All Replies

Jason King, Ad Grants Certified Professional

Diamond Product Expert

Volunteer Product Expert, 95% Human, 5% Coffee, 0% AI

Apr 24, 2025

If CTR remains that high, I doubt that AI suggestions are pushing your ads down. But that certainly is one theory for why many grant accounts are currently seeing low CTR.

Can you please share a graph of the last 180 days, showing four metrics:

- Cost

- CPC

- CTR

- Conv. rate

That might help us spot what's gone wrong.

So many possible reasons for a decline in impressions: new competition from other nonprofits, or businesses, annual trends, current trends in public interest, low keyword quality scores, website loading slower than usual, wrong bidding strategy, ad disapprovals or limitations etc.

Which bidding strategy do you use? That's key.

What does this nonprofit do and where?

Ana Alpuente

Original Poster

Apr 24, 2025

Sorry. I have edited the entries, I hope you can see the screenshots now.

Ana Alpuente

Original Poster

Apr 24, 2025

Yes, I learned about Google Maps recently and I think I have it. I'll double check again but thank you very much for the advice.