If your Sponsored Products campaign isn’t performing as expected, use the troubleshooting steps below to identify and resolve common issues. Each section explains what may be causing the problem and how to fix it.
No Impressions
If your ads aren’t receiving any impressions, review the following:
Check campaign status
Make sure the campaign, ad group/line item, and SKUs are all active.
Confirm that start and end dates are valid and not expired.
Verify daily budget
A very low budget may prevent the campaign from entering auctions.
Increase the daily budget if it is too restrictive.
Review CPC bids
Ensure your bids are competitive enough for your category.
If bids are too low, your ads may not win auctions or may receive limited visibility.
Confirm SKU availability
Check product stock status. Out-of-stock or restricted items will not serve impressions.
Verify that products meet eligibility requirements for Sponsored Products.
Frequent Budget Capping
If your campaign regularly uses up its daily budget early in the day, your ads may stop showing prematurely.
Increase daily budget
Raising the budget ensures your ads remain active throughout peak shopping hours.
Refine your ad schedule
Limit ads to times when shoppers are most active or conversions are highest.
Avoid running ads during low-performing hours to stretch the budget further.
Underperforming SKUs
If certain products aren’t generating results, take these actions:
Reduce CPC for weak performers
Lower bids for SKUs that consistently underperform to prevent wasted spend.
Pause bottom-performing SKUs
Temporarily pause the lowest performers (typically the bottom 5) to focus spending on strong products.
Reallocate spend
Shift budget toward SKUs with higher conversion rates or revenue impact.
ROAS (Return on Ad Spend) Issues
If your ROAS is lower than expected, try the recommendations below:
Pause non-performing keywords
Remove keywords that consistently generate clicks without conversions.
This helps redirect spend to more effective terms.
Adjust optimization strategy
Switching between Conversion and Revenue optimization may improve performance depending on your goals.
Use Conversion optimization if you want more purchases.
Use Revenue optimization to focus on higher‑value orders.
Expand attribution window
A longer attribution window can capture delayed conversions, giving you a more accurate view of performance.
Review product match options
Broaden product match settings to allow better pairing between your ads and relevant shopper queries.