Decline in Google Ads Remarketing Audiences

Jun 10, 2024

We have recently encountered a significant issue while running a Display Remarketing Campaign targeting a GA4 audience. Despite successfully linking GA4 and the audience being visible in Google Ads, we noticed a substantial discrepancy in audience size between Google Ads and GA4—60 versus 300, respectively. The audience size in Google Ads has been declining. Initially, it grew from 0 to 70 in the first week but suddenly stood at just 54. This decline poses a problem as Google Ads requires a minimum of 100 audience members to run a Display Campaign. Why is the Google Ads audience significantly smaller than the GA4 audience, and why does its size keep decreasing?

Decline in Google Ads Remarketing Audiences

In this article, we will discuss the possible reasons behind the discrepancy and continuous decline in the Google Ads audience size compared to the GA4 audience. We will explore factors and provide solutions and best practices to address and mitigate these issues, ensuring your Display Remarketing Campaign can run effectively.

How can remarketing campaigns affect CPC?

Remarketing campaigns can significantly impact the cost-per-click (CPC) in various ways:

  • Increased Relevance: remarketing targets users who have already shown interest in your products or services. These users are more likely to engage with your ads, leading to higher click-through rates (CTR). Higher CTR can improve your Quality Score in Google Ads, potentially lowering your CPC.
  • Competitive Bidding: since remarketing audiences are highly valuable, advertisers might be willing to bid higher to reach these users. This can increase the CPC if multiple advertisers compete for the same audience.
  • Ad Fatigue: if the same users see your ads too frequently, they might start ignoring them, leading to lower CTR and higher CPC. Proper frequency capping can help manage this issue.

In order to get well-configured remarketing campaigns let's resolve the issue of a decline in Google Ads Remarketing Audiences. 

Top reasons behind a drop in Google Ads performance and what to do about it

A lot of our clients have noticed changes in their GAds performance after  Consent Mode V2 became obligatory for implementation.

Incorrectly configured consent settings.

If your users come from the EU, you may not be able to collect accurate data on user interactions, conversions, and other key performance indicators.

Failing to obtain proper consent can lead to compliance issues with regulations like GDPR, CCPA, and others. So you need to ensure that your consent management platform is correctly configured and compliant with relevant regulations.

Check our blog posts on setting up Consent Mode:

2. Keyword Issues

Negative keywords are used to prevent your ads from showing on irrelevant search queries. However, if not managed correctly, they can conflict with your positive keywords, leading to a significant drop in ad impressions. 

For example, if you are selling "red running shoes" and have "running shoes" as a positive keyword but mistakenly add "red shoes" as a negative keyword, your ads won't appear for searches that include "red running shoes."

Regularly review and update your negative keyword list to ensure there are no conflicts with your positive keywords.

3. Changes in Ad Copy, Creatives or Scheduling

If you have a strong CTA like "Buy Now and Save 20%," but you change it to a less compelling "Check Our Products," you might see a drop in CTR and conversions because the new copy lacks urgency and a clear benefit.

Regularly update and test different ad creatives to keep your ads fresh and engaging. Use high-quality, relevant images or videos that resonate with your target audience.

By carefully managing changes in ad copy, creatives, and scheduling, you can maintain or improve your Google Ads performance and avoid potential drops in engagement and conversions.

4. Tracking setup issues

If your Google Analytics or Google Tag Manager tracking code is not properly installed on your website, this may lead to:

  • Sudden drop in reported conversions.
  • Discrepancies between Google Ads and Google Analytics data.
  • High bounce rates or low time on site metrics.
  • Inconsistent or missing data in reporting dashboards.

You have to regularly audit your tracking setup to ensure all codes and tags are correctly implemented and functioning. 

We have a comprehensive guide to debugging and monitoring server-side tracking configuration in our blog, so that you can ensure that your Google Ads campaigns are accurately tracked and optimized, leading to better performance and more reliable data for decision-making.


Decline in Google Ads remarketing audiences can come from various factors, including changes in user behavior, privacy regulations, technical issues, or campaign settings, etc. 

If you’re experiencing a drop in your remarketing performance, our team of experts is here to help you diagnose and resolve these issues. And if you haven't found the right solution yet, please describe your problem below in the comments section, and we'll provide personalized assistance to get your remarketing efforts back on track.

Tagged with:Google Ads

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