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Google Ads: fluctuations in impressions today
Posted by on September 11, 2025 at 10:04 pmHas anyone noticed today the hourly fluctuations in impressions (search) for long-stable campaigns in the usual competitive field? For months everything was predictable day after day, but today suddenly there were drops in some time intervals – either a loss of top positions or no impressions at all.
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1 Reply
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An extremely important event happened yesterday where a person involved in politics (Charlie Kirk) was assassinated in the US. This has caused a lot of chaos throughout the country, and it would not surprise me that not a lot of people are searching or buying stuff today. In addition, today is 9/11.
I run several Google Ads Accounts for Service Businesses in the US and I am seeing a similar trend. I wouldn’t worry about it.
However, keep a close look at the account. If your Impressions keep decreasing, it’s probably because your account is choking with a low tCPA. Raise your targets slightly if this is the case.
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Sudden hourly drops in impressions usually come from auction dynamics like budget pacing, competitor bid changes, or Google testing ad delivery. If your campaigns were stable for months, it’s likely a temporary fluctuation rather than a structural issue.
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