There are a few factors that be contribute to your ads appearing "missing": Budget: If your campaign’s daily budget is not large enough to capture 100% of daily search volume, your ads are being limited by Google in an effort to stay within your ad budget. If you’re campaigns are losing impressions due to budget, this is a likely reason you are not seeing your ad. Ad Rank: Similar to budget, if your keyword's ad rank is low your ads will not show for 100% of daily search volume.  Keyword: This may seem obvious, but the keyword being searched must be in the account. Double checking is always a good idea as it only takes a second. Bid Adjustments (Time/Day): If your campaigns are set to be offline during certain days/hours you won't see your ads during those times. Bid Adjustments (Device): If you're searching on a mobile device you may not see your ads due to bid adjustments that limit mobile traffic.