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Manage campaigns

To ensure your campaigns will serve ads, make sure your billing information is up-to-date in the Google Ads account associated with your AdMob account.

Once a campaign is created with a specific goal for clicks, impressions, and percent of impressions, the ad server will make the best effort to deliver on that goal. 

To view and manage your existing campaigns, click the Campaigns tab. Keep an eye on your campaign details to ensure that you’re meeting the campaigns’ goals.  

Example of the Campaigns interface in Ad Mob.

Campaign status

The Status column on the Campaigns tab of each app tells you whether your campaigns are active or not. When you check your account alerts and top-level statistics, review the Status column to see if your campaigns are running as you'd expect, or address any issues that may be holding up your campaign.

Where to find a campaign's status

  1. Sign in to your AdMob account at
  2. Click Campaigns in the sidebar.
  3. Review the Status column.

Understand a campaign's status

The table below shows the different types of campaign statuses and what they mean.

Status What it means
Green circle icon This campaign is active and eligible to show ads.
This campaign is inactive because you paused it. Pausing a campaign means that your ads don't show or accumulate new clicks until resumed.
This campaign is inactive because you removed it. Removing a campaign means that ads don't show or accumulate new clicks until re-enabled.
Gray circle icon This campaign is inactive for one of the following reasons:
  • The campaign’s start date is a future date.
  • The campaign’s end date has passed.
The campaign has expired because the campaign's been inactive for more than 18 months. Expired campaigns can only be removed.
Red exclamation point icon This campaign is inactive and there is a problem that needs to be fixed. Problems can be the following:
  • The campaign has no ad units.
  • The campaign has no ads.
  • The campaign has ads that are disapproved. Ads within a campaign must conform to Google platform policies. Learn more
Click the heading of the Status column to sort your campaigns by status.

Changing a campaign status

  1. Sign in to your AdMob account at
  2. Click Campaigns in the sidebar.
  3. Check the checkbox next to the campaign with the status you want to change. 
  4. Click Change status to select one of the following campaign statuses:
    • Enable: Selecting this status will enable the campaign to run.
    • Pause: Selecting this status will pause the campaign.
    • Remove: Selecting this status will remove the campaign from your account.

Campaign progress

The Lifetime progress column shows how your campaign is progressing toward its goal. The numbers found on each lifetime progress bar can give more insight into each campaign's progress. The progress is updated hourly.

For the mediated ads goal type, the Lifetime progress column lets you know whether your ads are ordered for mediation using a manual eCPM or optimized for backfill. 
Example of lifetime progress in campaigns.

Campaign management FAQ

Why does campaign progress fall behind?

  • Other campaigns may be prioritized higher and may be taking away impressions.
  • There may not be enough impressions available to meet the campaign's goal.
  • Weekday traffic tends to lag behind weekend traffic.

What can I do if a campaign's progress is falling behind?

  • Look at historical trends for the app's traffic to identify patterns. For example, apps that are popular on the weekends may see a surge in traffic that can make up for falling behind during the week.
  • Make sure the campaign can serve ads. A campaign will not serve ads, for example, if there aren’t any ads available that are suitable for the platform. For example, if you've targeted Android, but you've only uploaded ads that can serve on iOS.

If you’re confident that the campaign will not complete the goal, you may need to take action:

  • Talk to the advertiser and see if you can broaden the targeting or extend the end date.
  • Look at other campaigns that might compete for impressions to see if the CPM or CPC rate is accurate. If it isn’t, fix the rate for those campaigns.
  • If the campaign is critical, you might try increasing the CPM or CPC rate to reflect the make good value along with the actual rate of the campaign.

When do my campaigns serve ads?

When an ad unit requests an ad, AdMob reviews your campaigns for a potential match based on campaign goals and impression forecasts. If an ad isn’t served from one of your campaigns, the ad request moves on to the networks in your mediation stack.

AdMob uses the campaign goals and CPM you set when you create a new campaign to optimize your campaigns for maximum revenue and improve the number of high-quality clicks and impressions your ads receive. You should set accurate campaign goals to ensure your campaigns are fully optimized.


To ensure your campaigns will serve ads, make sure your billing information is up-to-date in the Google Ads account associated with your AdMob account.


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