Help: Campaign needs serious help
Hey guys,
I’ve run into a very strange issue with my Google Ads account, and I’m hoping some experienced advertisers here may have advice.
Short background:
I’ve been running Google Ads successfully on the same account for over 6 years, with more than 5,000 conversions accumulated over time. My niche recently faced legal communication changes due to new German/EU regulations, which forced me to completely revise my website copy, product pages, and ad messaging.
For the past year, I had been running primarily PMAX after transitioning from Search + Standard Shopping, because PMAX significantly outperformed both. My setup was honestly fairly basic—I wasn’t doing advanced funnels, display advertorials, or highly aggressive optimization. I mainly relied on Google’s algorithm, historical conversion data, and a stable niche.
Here’s where things went wrong:
- First website/content revision: performance remained stable
- Second revision (to further comply with legal wording): complete collapse
- During this second revision, I also modernized the website design
- I paused all campaigns entirely for about 3 days
- Then I launched a completely new campaign setup with newly revised pages
Since then:
- Conversions dropped essentially to zero
- Shopping ads also stopped performing
- PMAX seems completely lost
- Impression share dropped significantly
- CPC did NOT drastically increase
- Repeat customer conversion rate improved
- New customer acquisition almost vanished
This makes me believe:
The website itself may not be the core issue, since repeat buyers convert better than before so they seem to find information easier
Google may have lost historical context due to:
- campaign pause
- complete campaign rebuild
- major landing page redesign
- content/wording shifts
… and yes even if pain keywords arent displayed so aggressively anymore, at least some conversions should come through though.
My theory is that Google’s algorithm effectively “reset” its understanding of my customer profile and now struggles to properly position my ads.
I fully understand that Google usually needs time to relearn after major campaign changes. Normally, during a relearning phase, I’d expect to see gradual progress—some traffic fluctuations, evolving bids, rising spend, testing behavior, and at least some signs that the system is finding its footing again.
But this situation feels very different.
Instead, it feels like Google has completely wiped everything it previously understood about my business and is now operating almost blindly. Spend remains oddly inconsistent, bidding behavior feels irrational at times (for example overly aggressive bids without meaningful return), and there’s no real sign of recovery or optimization momentum—even after giving it time.
Rather than a normal “learning period,” it feels more like a complete system reset where Google is stuck in an endless blank state: no traction, no meaningful progress, no clear recovery.
That’s why I’m wondering whether something deeper may have broken in campaign trust, feed relevance, landing page classification, or audience understanding.
I know this may sound like a beginner problem to some, but after years of stable performance, this behavior feels highly unusual—and I’d genuinely appreciate insights from anyone who has experienced something similar.
I’d really appreciate any advanced insights, recovery strategies, or similar experiences.
Thanks a lot in advance.