Google Ads
Why Performance Max Stops Spending
When Performance Max suddenly spends less, do not start by increasing the budget. A campaign cannot spend budget if eligibility, bidding or available demand is constraining delivery.
Check for recent changes
Look at: bid/ROAS target changes; budget changes; conversion goal changes; feed disapprovals; stock; website outages; country settings; account or policy issues. A very aggressive target ROAS can make the campaign unwilling to enter enough auctions to spend the budget.
Review Merchant Center
For ecommerce PMax, product eligibility is fundamental. A sudden wave of disapprovals or availability problems can remove much of the inventory the campaign normally uses.
Demand can fluctuate
Seasonality and search demand matter. A campaign selling ski accessories may naturally spend differently in August and December even with identical settings.
Check conversion tracking
If Google suddenly stops seeing purchases, automated bidding may become more conservative or learn from the wrong signal. Compare the change with Shopify orders.
Avoid random edits
If you raise budgets, loosen targets, change assets and restructure products at the same time, you may restart spend without understanding what fixed it. Find the constraint first.
Need this checked against your own numbers?
If PMax suddenly stopped spending and the reason is not obvious, contact us. We can audit bidding, feed, tracking and campaign eligibility before making unnecessary changes.