Pausing keywords with zero clicks: the right answer depends on why they have zero clicks
“Zero clicks” is a number, not a diagnosis. In search advertising, the same zero-click keyword can mean three completely different things: it isn’t entering auctions at all, it’s entering auctions but rarely being seen in competitive positions, or it’s being seen and simply not earning the click. Those three situations call for very different actions, and pausing too early can quietly remove future winners from your account.
Step one: separate “no opportunity” from “poor performance”
Before you even consider pausing, look at impressions in the same date range. A keyword with 0 impressions and 0 clicks is not “failing” yet—it’s usually not serving. A keyword with impressions but 0 clicks is serving, and now you can judge relevance, competitiveness, and message match.
This is where keyword status matters. If a keyword is eligible but not showing much, you’ll often see signals like low search volume, below first-page bid estimate, or rarely shown due to low quality score. These are fundamentally different from “it’s getting seen and ignored.”
Understand the platform’s built-in cleanup: auto-pausing is about impressions, not clicks
If you’re tempted to pause large batches of “dead” keywords, be aware there’s already an automatic mechanism aimed at low-activity keywords. Positive keywords that were created over 13 months ago and have had zero impressions in the past 13 months may be automatically paused. You can unpause them, but if they continue to get zero impressions in the next 3 months, they can be automatically paused again. In practice, this means your manual “pause everything with 0 clicks” rule is often the wrong tool—especially for keywords that aren’t even getting a chance to participate.
A practical decision framework: when to keep a zero-click keyword vs pause it
In my experience, the best decision rule is not “zero clicks = pause,” but “insufficient signal vs proven inefficiency.” You want to avoid two expensive mistakes: (1) keeping keywords live that consistently attract the wrong eyeballs, and (2) pausing keywords before they’ve had enough opportunity to prove intent and demand.
Keep it running (for now) when zero clicks is simply not enough data
If impressions are low, the keyword may be niche, seasonal, or constrained by match type and targeting. In these cases, pausing is usually premature. The better move is to confirm the keyword is eligible, ensure it can actually enter auctions, and give it enough time in market to collect meaningful impressions—especially if it represents high-intent language that closely matches what you sell.
It’s also common to see zero clicks early when you introduce tighter match types, new ad groups, or new ads. A keyword can be strategically important even before it produces clicks if it’s part of a tightly themed structure meant to improve relevance and message alignment over time.
Pause (or remove) when impressions are meaningful and the keyword is clearly not earning attention
If a keyword has accumulated a meaningful number of impressions and still has zero clicks, you’re usually looking at one of two issues: either the ad is not compelling for that query, or the keyword is attracting searches that aren’t truly aligned with your offer. In both cases, keeping it enabled “just in case” can drag performance, especially when those impressions concentrate on the same unproductive themes over and over.
Also consider pausing sooner when the keyword is showing serving limitations that indicate structural problems you’re unlikely to fix quickly—such as being rarely shown due to low quality score—because it’s a signal the system expects poor performance versus alternatives in the auction.
- Don’t pause yet if the keyword has low impressions, is new, is seasonal, or is limited by eligibility/serving signals you can fix.
- Pause or remove if the keyword has meaningful impressions, remains at zero clicks, and your search terms show weak relevance or poor intent match.
- Fix first if you see signals like low search volume, below first-page bid estimate, or rarely shown due to low quality score—those are usually “serving mechanics” problems, not “the keyword is bad” problems.
How to troubleshoot and improve zero-click keywords (before you pause)
If you want to make a confident decision, run a quick, consistent diagnostic pass. The goal is to learn whether the keyword needs (a) more opportunity, (b) better auction competitiveness, (c) better ad-message alignment, or (d) tighter query control.
1) Check the search terms driving impressions (this often reveals the real problem)
Your search terms data is one of the fastest ways to explain “why impressions but no clicks” happens. If the queries are off-target, you don’t have an ad problem—you have a query-matching problem. Use search terms insights/reporting to identify irrelevant triggers and then tighten control by adding negatives where appropriate and adjusting match types to better reflect intent.
As a practical workflow, I like to treat a zero-click keyword as “under review” until I’ve confirmed the actual queries it matched. If the impressions are coming from irrelevant or ambiguous searches, pausing can be correct—but usually after you’ve added the negatives you should have had anyway, so the rest of the ad group doesn’t keep leaking impressions into the same theme.
2) Improve Ad Rank drivers: competitiveness and “why you’re being ignored”
Ad Rank determines whether you’re eligible to show and where you show relative to others. It’s calculated using many factors, including bid, ad and landing page quality, thresholds, auction competitiveness, the context of the search (like device, location, time), and the expected impact of assets and ad formats. The key takeaway is that “zero clicks” can simply be “you’re not showing in a position where clicks are realistic,” especially when your ad is frequently below the fold or outranked.
When you see below first-page bid estimate, don’t guess—use first-page (and related) bid estimates as directional indicators for what it might take to consistently appear on the first page. If the estimate is high, it can also be a sign that quality needs work, not just bids.
3) Use Quality Score components as your troubleshooting lens (not as a vanity metric)
Quality Score is a diagnostic indicator scored from 1–10 and is built from three components: expected clickthrough rate, ad relevance, and landing page experience. Each component is evaluated as above average, average, or below average. When a keyword has impressions but no clicks, expected CTR and ad relevance are often the first places I look because they reflect “would a person choose you” and “does your message match the query’s intent.”
Zero-click keywords frequently live in ad groups that are too mixed. Splitting themes into tighter ad groups, aligning ad language more directly with the searches you want, and ensuring the landing page clearly answers the query’s intent are the highest-leverage fixes.
4) Reassess match type strategy (especially if you’re using broader reach)
Match type choice can absolutely create “impressions without clicks,” because it influences which queries you’re actually entering. Broad match is designed for reach and can use additional signals (like the user’s recent search activity, landing page content, and other keywords in the ad group) to determine relevant matches. That can be powerful, but it also means your keyword may be earning impressions on a wider set of intent than you expect.
If your goal is to diagnose performance cleanly, tightening from broad to phrase/exact (or separating match types into different ad groups) can make it far easier to see which intent bucket is truly failing. If you’re intentionally using broad for growth, pairing it with conversion-focused automated bidding is often the difference between “broad that learns” and “broad that bleeds.”
5) Make the pause decision—and document it so you can reverse it intelligently
Once you’ve checked eligibility/status signals, confirmed the actual queries behind the impressions, and assessed competitiveness (position/bid pressure) and relevance (ad + landing page alignment), pausing becomes a clean business decision rather than a reaction to a scary-looking zero.
When you do pause, I recommend doing it in a way that preserves learning: keep notes in your naming/labels so you know whether you paused due to irrelevant search terms, inadequate competitiveness, landing page mismatch, or a deliberate consolidation. That way, if demand shifts or you change offers, you can re-enable the right keywords quickly—and avoid repeating the same zero-click cycle.
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| Section | Key Idea | What to Do With Zero-Click Keywords | Diagnostics & Fixes | Relevant Google Ads Concepts / Docs |
|---|---|---|---|---|
| “Zero clicks” is a number, not a diagnosis |
Zero clicks can mean three very different things:
|
Don’t apply a blanket “0 clicks = pause” rule. First determine whether the keyword is:
|
Start by comparing impressions and clicks in the same date range:
|
Use keyword status to understand whether keywords are eligible, limited, or not eligible. Learn how Ad Rank affects visibility and position. |
| Separate “no opportunity” from “poor performance” | A keyword with 0 impressions and 0 clicks usually has a serving limitation, not a performance problem. A keyword with impressions but 0 clicks is serving and can be evaluated for relevance and competitiveness. |
Do not pause solely on 0 clicks if:
|
Review keyword-level status and serving signals:
|
See the definition of low search volume. Use the full keyword status list to interpret “Eligible” vs “Eligible (limited)” and related flags. |
| Platform auto-pause vs manual pausing | Google already auto-pauses long-term, zero-impression keywords. Positive keywords created >13 months ago with zero impressions over the last 13 months may be automatically paused, and re-paused if they remain at zero impressions after being re-enabled. | Don’t use a bulk rule like “pause everything with 0 clicks” to clean up “dead” keywords. Many low-activity, zero-impression keywords will be handled automatically by the platform anyway. |
When you see auto-paused keywords:
|
Review how auto-pause for low activity keywords works and how to filter for “Keywords paused due to low activity”. |
| Decision rule: insufficient signal vs proven inefficiency |
The better rule is “insufficient signal vs proven inefficiency,” not “0 clicks = bad keyword.” Two key risks:
|
Keep running when:
|
Use volume and intent as the gate:
|
Use the search terms report to see which queries are actually triggering your keywords. Combine with keyword matching options to better control intent buckets. |
| When zero clicks is just “not enough data” |
Early or low-volume zero-click keywords often reflect limited exposure, not bad performance. They can be important for:
|
Prefer to keep these running when:
|
Ensure they can actually participate in auctions:
|
Use keyword status and related controls (bids, budgets, targeting) to confirm eligibility and auction entry. |
| When impressions are meaningful and clicks are zero |
With significant impressions and zero clicks, the problem is usually:
|
More inclined to pause when:
|
Before pausing:
|
Use Quality Score components (expected CTR, ad relevance, landing page experience) as diagnostics. Review how Ad Rank ties together bid and quality to determine position and likelihood of getting clicks. |
| Quick troubleshooting workflow before pausing |
The goal is to determine whether the keyword needs:
|
Treat zero-click keywords as “under review” rather than “failed” until you’ve:
|
Recommended diagnostic steps:
|
Use search terms report and search terms insights to understand actual queries. Reference About Ad Rank and Using Quality Score to improve your performance when diagnosing competitiveness and relevance. |
| 1) Search terms: usually where the real problem lives | “Impressions but no clicks” often means the queries themselves are off, not just the ad. If search terms are irrelevant, you have a query-matching problem, not a copy problem. | Consider pausing the keyword if, after adding appropriate negatives and tightening match types, the remaining intent is still weak or off-target. |
Workflow:
|
Use the search terms report to see the actual queries. Combine with match-type controls via keyword matching options and negative match types like negative broad match. |
| 2) Improve Ad Rank drivers | Ad Rank controls whether you can show and where you show. Zero clicks may simply reflect poor positions (below the fold, low prominence) rather than bad intent. |
Before pausing, check whether you’re even in realistic click positions:
|
Actions:
|
Learn how Ad Rank incorporates bid, expected CTR, ad relevance, landing page experience, and auction context. Use keyword status to identify “Below first page bid estimate” and similar limitations. |
| 3) Use Quality Score as a diagnostic, not a vanity metric |
Quality Score (1–10) is built from:
|
Don’t pause solely because Quality Score is low; instead, use it to:
|
Fix patterns that commonly cause zero-click keywords:
|
Use Using Quality Score to improve your performance and the broader guide Using Quality Score to guide optimizations to interpret and act on Quality Score and its components. |
| 4) Reassess match type strategy |
Match types strongly influence which queries you enter:
|
For diagnosis:
|
If using broad for growth:
|
Review keyword matching options for how broad, phrase, and exact behave. See how to pair broad with Smart Bidding in Grow your Smart Bidding campaigns with broad match. |
| 5) Make the pause decision and document it | After checking eligibility, queries, competitiveness, and relevance, pausing becomes a business decision instead of a reaction to a scary-looking zero. |
Pause or remove when:
|
Preserve learning by:
|
Use labels and notes alongside keyword status and change history to track decisions over time. Combine ongoing diagnostics from Quality Score and the search terms report to know when to revisit previously paused keywords. |
If you’re seeing keywords with zero clicks, it’s usually better to treat that as a signal to investigate rather than an automatic “pause” decision: first separate “no opportunity” (0 impressions) from “seen but ignored” (impressions with 0 clicks), then check keyword status, search terms, Ad Rank/visibility, and relevance drivers like expected CTR, ad copy, and landing page alignment before you remove anything that might simply be niche or seasonal. Blobr can help make that workflow easier by connecting to your Google Ads account and continuously surfacing concrete, keyword-level actions; for example, its Negative Keywords Brainstormer can help you tighten intent when search terms are off-target, while the Keyword Ideas Finder can suggest more relevant variations when you need cleaner traffic opportunities—so you can pause with confidence only when there’s enough data to call it proven inefficiency, not just “not enough signal yet.”
Pausing keywords with zero clicks: the right answer depends on why they have zero clicks
“Zero clicks” is a number, not a diagnosis. In search advertising, the same zero-click keyword can mean three completely different things: it isn’t entering auctions at all, it’s entering auctions but rarely being seen in competitive positions, or it’s being seen and simply not earning the click. Those three situations call for very different actions, and pausing too early can quietly remove future winners from your account.
Step one: separate “no opportunity” from “poor performance”
Before you even consider pausing, look at impressions in the same date range. A keyword with 0 impressions and 0 clicks is not “failing” yet—it’s usually not serving. A keyword with impressions but 0 clicks is serving, and now you can judge relevance, competitiveness, and message match.
This is where keyword status matters. If a keyword is eligible but not showing much, you’ll often see signals like low search volume, below first-page bid estimate, or rarely shown due to low quality score. These are fundamentally different from “it’s getting seen and ignored.”
Understand the platform’s built-in cleanup: auto-pausing is about impressions, not clicks
If you’re tempted to pause large batches of “dead” keywords, be aware there’s already an automatic mechanism aimed at low-activity keywords. Positive keywords that were created over 13 months ago and have had zero impressions in the past 13 months may be automatically paused. You can unpause them, but if they continue to get zero impressions in the next 3 months, they can be automatically paused again. In practice, this means your manual “pause everything with 0 clicks” rule is often the wrong tool—especially for keywords that aren’t even getting a chance to participate.
A practical decision framework: when to keep a zero-click keyword vs pause it
In my experience, the best decision rule is not “zero clicks = pause,” but “insufficient signal vs proven inefficiency.” You want to avoid two expensive mistakes: (1) keeping keywords live that consistently attract the wrong eyeballs, and (2) pausing keywords before they’ve had enough opportunity to prove intent and demand.
Keep it running (for now) when zero clicks is simply not enough data
If impressions are low, the keyword may be niche, seasonal, or constrained by match type and targeting. In these cases, pausing is usually premature. The better move is to confirm the keyword is eligible, ensure it can actually enter auctions, and give it enough time in market to collect meaningful impressions—especially if it represents high-intent language that closely matches what you sell.
It’s also common to see zero clicks early when you introduce tighter match types, new ad groups, or new ads. A keyword can be strategically important even before it produces clicks if it’s part of a tightly themed structure meant to improve relevance and message alignment over time.
Pause (or remove) when impressions are meaningful and the keyword is clearly not earning attention
If a keyword has accumulated a meaningful number of impressions and still has zero clicks, you’re usually looking at one of two issues: either the ad is not compelling for that query, or the keyword is attracting searches that aren’t truly aligned with your offer. In both cases, keeping it enabled “just in case” can drag performance, especially when those impressions concentrate on the same unproductive themes over and over.
Also consider pausing sooner when the keyword is showing serving limitations that indicate structural problems you’re unlikely to fix quickly—such as being rarely shown due to low quality score—because it’s a signal the system expects poor performance versus alternatives in the auction.
- Don’t pause yet if the keyword has low impressions, is new, is seasonal, or is limited by eligibility/serving signals you can fix.
- Pause or remove if the keyword has meaningful impressions, remains at zero clicks, and your search terms show weak relevance or poor intent match.
- Fix first if you see signals like low search volume, below first-page bid estimate, or rarely shown due to low quality score—those are usually “serving mechanics” problems, not “the keyword is bad” problems.
How to troubleshoot and improve zero-click keywords (before you pause)
If you want to make a confident decision, run a quick, consistent diagnostic pass. The goal is to learn whether the keyword needs (a) more opportunity, (b) better auction competitiveness, (c) better ad-message alignment, or (d) tighter query control.
1) Check the search terms driving impressions (this often reveals the real problem)
Your search terms data is one of the fastest ways to explain “why impressions but no clicks” happens. If the queries are off-target, you don’t have an ad problem—you have a query-matching problem. Use search terms insights/reporting to identify irrelevant triggers and then tighten control by adding negatives where appropriate and adjusting match types to better reflect intent.
As a practical workflow, I like to treat a zero-click keyword as “under review” until I’ve confirmed the actual queries it matched. If the impressions are coming from irrelevant or ambiguous searches, pausing can be correct—but usually after you’ve added the negatives you should have had anyway, so the rest of the ad group doesn’t keep leaking impressions into the same theme.
2) Improve Ad Rank drivers: competitiveness and “why you’re being ignored”
Ad Rank determines whether you’re eligible to show and where you show relative to others. It’s calculated using many factors, including bid, ad and landing page quality, thresholds, auction competitiveness, the context of the search (like device, location, time), and the expected impact of assets and ad formats. The key takeaway is that “zero clicks” can simply be “you’re not showing in a position where clicks are realistic,” especially when your ad is frequently below the fold or outranked.
When you see below first-page bid estimate, don’t guess—use first-page (and related) bid estimates as directional indicators for what it might take to consistently appear on the first page. If the estimate is high, it can also be a sign that quality needs work, not just bids.
3) Use Quality Score components as your troubleshooting lens (not as a vanity metric)
Quality Score is a diagnostic indicator scored from 1–10 and is built from three components: expected clickthrough rate, ad relevance, and landing page experience. Each component is evaluated as above average, average, or below average. When a keyword has impressions but no clicks, expected CTR and ad relevance are often the first places I look because they reflect “would a person choose you” and “does your message match the query’s intent.”
Zero-click keywords frequently live in ad groups that are too mixed. Splitting themes into tighter ad groups, aligning ad language more directly with the searches you want, and ensuring the landing page clearly answers the query’s intent are the highest-leverage fixes.
4) Reassess match type strategy (especially if you’re using broader reach)
Match type choice can absolutely create “impressions without clicks,” because it influences which queries you’re actually entering. Broad match is designed for reach and can use additional signals (like the user’s recent search activity, landing page content, and other keywords in the ad group) to determine relevant matches. That can be powerful, but it also means your keyword may be earning impressions on a wider set of intent than you expect.
If your goal is to diagnose performance cleanly, tightening from broad to phrase/exact (or separating match types into different ad groups) can make it far easier to see which intent bucket is truly failing. If you’re intentionally using broad for growth, pairing it with conversion-focused automated bidding is often the difference between “broad that learns” and “broad that bleeds.”
5) Make the pause decision—and document it so you can reverse it intelligently
Once you’ve checked eligibility/status signals, confirmed the actual queries behind the impressions, and assessed competitiveness (position/bid pressure) and relevance (ad + landing page alignment), pausing becomes a clean business decision rather than a reaction to a scary-looking zero.
When you do pause, I recommend doing it in a way that preserves learning: keep notes in your naming/labels so you know whether you paused due to irrelevant search terms, inadequate competitiveness, landing page mismatch, or a deliberate consolidation. That way, if demand shifts or you change offers, you can re-enable the right keywords quickly—and avoid repeating the same zero-click cycle.
