Why isn't my ad serving?

Start with the delivery panel

Open your campaign's detail page. The panel at the top says either Eligible to serve or Not serving with the exact reasons. Every cause below shows up there in plain language — this article explains what each one means and what to do.

The usual causes

Waiting for review. First campaigns, edited copy, and all video creatives need a human reviewer. You'll be notified the moment it's decided; nothing serves before then.

A creative is still waiting for approval. The campaign can be approved while an individual creative isn't yet. The panel calls this out specifically.

Video still processing. Uploaded videos are normalized for mobile playback before they can serve. This usually takes a few minutes.

Paused. Campaigns, ad groups, and individual creatives can each be paused — any one of them being paused stops delivery. Check all three levels.

Flight dates. A campaign before its start date or past its end date doesn't serve. Ended campaigns show as completed.

Budget spent. Delivery stops the moment spend reaches budget. Raise the budget to resume — no relaunch needed.

Wallet empty. When your ad wallet hits zero, all campaigns pause and you're notified. Top up, then resume the campaigns.

Placement switched off. Ads run on specific feed surfaces. If your ad group only chose a surface that isn't currently running ads, nothing serves — the panel names which surfaces are live.

Protected-topic targeting. A campaign targeting a protected or sensitive topic serves zero times by policy. Remove the topic.

Serving but slowly?

If the panel says Eligible to serve and you still see few impressions: the audience may be small (narrow targeting), viewers may have hit their per-person frequency cap for your campaign, or delivery pacing is spreading a small budget across a long flight. Broaden targeting, shorten the flight, or raise the budget.