If you’re running an asset-based campaign (Responsive Search Ads, Responsive Display Ads, App Campaigns, Performance Max) in particular, it’s important to ensure you have a diverse set of creatives across ad formats.
Campaigns with a limited set of ads or assets can be more prone to performance fluctuations since they are eligible to enter into fewer auctions and can therefore be more heavily affected by increases in competition.
What you can do
For compatible campaigns, Explanations can help you by identifying recent changes in Ad Strength rating and asset performance rating, which represent creative coverage and quality.
Need something else?
Check other common reasons why your campaign performance is fluctuating.