Why it happens
Limited by budget
Limited by budget
The daily budget runs out before demand does. See limited by budget.
Limited by policy
The ad touches a restricted topic, like trademarks, alcohol or healthcare, and serves only where that is allowed. See Google Ads disapproved.
Limited by the bid strategy
A target CPA or ROAS, or a bid limit, restricts the auctions the campaign enters. Often shown while the strategy is learning.
Limited by low search volume
There are too few searches for the keywords to serve often. See low search volume.
How to fix it, step by step
Read the exact reason
In Campaigns or Ads, hover the Eligible (limited) status. The popup names the limit and, for policy, the topic and the locations affected.
Budget: raise it or narrow the campaign
Raise the daily budget, or cut keywords and locations that use the budget without converting.
Policy: fix the ad or certify
Edit the ad to remove the restricted content, apply for the certification the policy requires, or request a trademark authorization. Use Tools, then Policy manager to track it.
Bid strategy: loosen the target
Raise the target CPA or lower the target ROAS in small steps, and give the strategy time to recalibrate.
Volume: broaden keywords
Add phrase or broad match variants and more common phrasings of keywords marked Low search volume.
Steps checked against Google Ads Help: Campaign status definition; Google Ads Help: Fix limited by budget; Google Ads Help: About the Google Ads policies.
Sprites fixes this
Or let Sprites fix it
Sprites reads the limit behind every Eligible (limited) status and stages the change for the ones that live in the account.
What Sprites does
- Reads each ad’s approval status and the policy topics behind a limit.
- Measures impression share lost to budget and to rank per campaign.
- Raises budgets, loosens bid targets and rewrites limited ads as new ads, each one approved by you.
What it doesn't do
- It does not apply for certifications or trademark authorizations.
- It does not file policy appeals.
Questions
What does Eligible (limited) mean in Google Ads?
The campaign or ad is running but restricted, by budget, policy, the bid strategy or low search volume. It can still show, just less often or in fewer places.
Is Eligible (limited) bad?
Not always. Limited by budget on a profitable campaign is an opportunity. Limited by policy on your main ad is a problem worth fixing.
What is the difference between Eligible (limited) and Limited by budget?
Limited by budget is one reason a campaign is limited. Eligible (limited) is the wider status that also covers policy, bid strategy and volume limits.
How long does Eligible (limited) last?
Until the cause changes. A learning bid strategy clears on its own; budget and policy limits stay until you change something.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.