Troubleshoot why ads are not displaying in your Google Ad Manager account and learn how to fix common setup and policy issues.

🖋 By Meenakshi – AZAD Architects, Barnala

Why are ads not showing in my Google Ad Manager account?

You have set up your ad units, generated the tags, and placed them correctly on your website—but the ads still are not showing. This is a common concern for publishers using Google Ad Manager (GAM), especially when launching new campaigns or transitioning from AdSense. Ad delivery depends on many technical and policy-related factors, and a single misstep can result in blank ad spaces. In this post, we will explore the most common reasons why ads are not showing in your GAM account and how to troubleshoot and resolve each issue effectively.

Common Setup Mistakes That Prevent Ad Delivery

Explore misconfigurations like unlinked ad units, incorrect sizes, and tag placement errors that block ads from showing.

• Unlinked or Unused Ad Units

• If your ad unit is created in Google Ad Manager but not linked to any active line item or order, ads will not serve.
  

• Ensure the ad unit is included in at least one eligible campaign.
  

• Incorrect Ad Sizes

• Ads will show if the size defined in the ad tag does not match the size in the GAM ad unit or targeting criteria.
  

• Use size mapping for responsive designs or ensure exact size match for static ads.
  

• Improper Tag Implementation

• Misplaced or incomplete ad tag code (missing <div> or <script> sections) can prevent ads from rendering.
  

• Always copy the full Google Publisher Tag (GPT) script and insert it exactly where needed in your HTML.
  

• Multiple Tags in Conflict

• Inserting duplicate ad tags or overlapping slots on the same page can cause rendering failures.
  

• Each ad unit on a page should have a unique div ID and ad unit path.
  

• Tag Not Loading Asynchronously

• If your tag blocks page content or loads inefficiently, it can cause rendering issues, especially on slower connections.
  

• Always use asynchronous tags for better performance and stability.
  

• Caching or CDN Delay

• Changes to your tags may not reflect immediately if your website uses aggressive caching or a CDN.
  

• Clear cache and refresh to ensure the latest version of the tag is active.
  

• Ad Blockers

• Ads may not display if you are viewing the site with an ad blocker enabled.
  

Always test in an incognito window or ad-safe browser environment.

• Missing Consent Banner (in EU/EEA)

• If you are serving users in the EU without a valid GDPR-compliant consent mechanism, Google may block ad serving.
  

• Implement a TCF v2.2-compliant CMP to ensure ads show legally.

Check Line Items, Targeting, and Scheduling Conflicts

How incorrect start dates, targeting settings, or paused line items can stop ads from delivering properly.

• Line Item Not Yet Started

• Ads will not serve if the line item’s start date/time is set in the future.
  

• Ensure the start time is current and matches your time zone settings in GAM.
  

• Line Item or Order Is Paused or Inactive

• A paused or inactive line item or order will not serve ads.
  

• Confirm both the order and line item statuses are set to “Active.”
  

• Overlapping or Conflicting Targeting Rules

• Ads may fail to serve if multiple line items have conflicting targeting (e.g., country, device, or key-values).
  

• Review targeting settings for location, ad units, custom criteria, and inventory types.
  

• Incorrect Ad Unit Targeting

• The line item must be explicitly targeted to the ad unit you created.
  

• If no ad unit is selected or the wrong one is used, ads will not display.
  

• Dayparting Restrictions

• If dayparting (time-based delivery) is enabled, ads may only show during specific hours or days of the week.
  

• Check the line item’s day and time targeting settings.
  

• Frequency Capping or Delivery Pacing Limits

• Frequency caps may prevent ads from showing if a user has already seen the ad the maximum allowed times.
  

• Pacing settings may also throttle ad delivery to spread impressions over time.
  

• Priority Conflicts

• Line items with lower priority (e.g., Network or Bulk) may be outcompeted by higher-priority types like Sponsorship or Price Priority.
  

• Adjust priorities if important line items are not delivering.
  

• Missing Creative or Creative Issues

• A line item without an assigned creative or with a disapproved/expired creative will not serve.
  

• Make sure a valid, approved creative is linked to the active line item.
  

Ad Exchange or AdSense Integration Issues

Understand problems related to demand sources, including unlinked AdSense accounts or missing Ad Exchange access.

• AdSense Not Linked to Google Ad Manager

• If your AdSense account is not linked to GAM, it cannot compete for impressions through dynamic allocation.
  

• Go to Admin > Linked Accounts and connect your AdSense account.
  

• No Ad Exchange (AdX) Access

• Google Ad Exchange (AdX) provides premium demand, but access is not automatic.
  

• You need to apply for AdX separately or get access via a certified publishing partner (MCM network).
  

• Unassigned Yield Partner in Yield Groups

• If you are using yield groups, ensure AdSense or AdX is included and prioritized in the list of partners.
  

• Missing entries here will prevent demand from reaching the ad unit.
  

• AdSense Account Under Review or Disapproved

• A suspended or under-review AdSense account cannot serve ads, even if technically linked to GAM.
  

• Check your AdSense dashboard for alerts or notifications.
  

• Invalid or Missing Payment Information

• If your AdSense or AdX account has incomplete payment setup, Google may pause ad serving.
  

• Ensure your billing and tax info is up to date in your linked accounts.
  

• Incorrect GAM Network Code in Ad Tags

• Ad tags must contain your correct GAM network ID (e.g., /1234567/ad_unit_name).
  

• Using an incorrect code or a code from a different GAM account will block ad delivery.
  

• AdX Rules Blocking Inventory

• If you are using blocklists, protection rules, or sensitive category restrictions in AdX, you may be unintentionally preventing ads from serving.
  

• Review your AdX protections and category settings under the “Protections” section in GAM.
  

• Delayed Sync After Linking Accounts

• After linking AdSense or AdX, it can take a few hours to a full day before demand starts serving.
  

• Be patient and monitor delivery reports during this time.

Policy Violations and Ad Review Delays

Learn how Google’s policy checks and creative reviews can delay or block ad delivery—and how to stay compliant.

• Google’s Policy Enforcement Is Strict

• Google scans your site content, creatives, and ad placements to ensure compliance with its publisher policies and ad content guidelines.
  

• Any violations can block or delay ad delivery immediately.
  

• Pending Creative Reviews

• New creatives (especially from Ad Exchange or direct campaigns) often undergo a manual or automated review before they can serve.
  

• Reviews may take up to 24 hours, especially for video or rich media ads.
  

• Invalid Traffic (IVT) Detection

• If Google detects invalid clicks or impressions, it may limit or pause ad serving to protect advertisers.
  

• Monitor your Ad Manager reports and AdSense/AdX policy centers for IVT alerts.
  

• Content Policy Violations

• Ads may not show if your site contains or links to restricted content such as adult material, violence, hate speech, or misinformation.
  

• Use Google’s Policy Center in AdSense or GAM to review any flagged issues.
  

• Improper Ad Placement or Layout

• Placing ads too close to clickable elements, deceptive positioning, or excessive ad density may violate layout policies.
  

• Follow best practices for ad-to-content ratio and clear ad labeling.
  

• Missing Consent Mechanism (GDPR/CCPA)

• For users in the EU or California, non-compliant cookie banners or missing user consent can block ad delivery.
  

• Implement a TCF v2.2-compliant CMP (Consent Management Platform) for full coverage.
  

• Disapproved Creatives in Line Items

• If a creative assigned to a line item is disapproved, expired, or incorrectly sized, the ad will not serve.
  

• Always check the creative status and compatibility with the targeted ad unit.
  

• Unapproved Sites in Your GAM Account

• Only verified and approved domains in your Google Ad Manager account can legally serve ads.
  

• Add all domains via Admin > Sites and ensure they are verified in AdSense or AdX.
  

• Delayed Account or Site Review (New Publishers)

• New Ad Manager accounts or newly added sites may go through manual approval, which can delay ad serving for several days.
  

• Ensure your site has quality content, navigation, and a privacy policy to speed up approval.
  

📌 Thank you!

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