The bid simulator shows no data for active keywords in Google Ads when there isn't enough recent traffic, the keyword uses Smart Bidding, the campaign is too new, or the keyword status blocks estimates. Fix it by switching the simulator to the right bid strategy, waiting for 7+ days of data, checking keyword status, and confirming sufficient impression volume.
Why the bid simulator shows no data
Google's bid simulator estimates clicks, impressions, and conversions at different bid levels using your last 7 days of auction data. When that data is missing or incompatible, the simulator returns blank cells or a "not enough data" message. Most teams assume it's a bug, but it's almost always one of a handful of known conditions.
Common causes
- Low search volume: Keywords with fewer than roughly 10 impressions per week don't generate enough auction data for reliable estimates.
- Smart Bidding strategy mismatch: Keyword-level bid simulators only work with manual CPC or Enhanced CPC. Target CPA and Target ROAS campaigns use a different simulator at the campaign level.
- New campaigns or keywords: Simulators need at least 7 days of historical data. Anything launched this week won't have enough.
- Paused or limited status: Keywords marked "Rarely shown due to low Quality Score" or paused ad groups produce no simulation.
- Shared budget constraints: Budget-limited campaigns can suppress simulator output because Google can't model bid changes accurately.
Step-by-step fixes
1. Confirm the bid strategy
Open the campaign settings and check the bid strategy. If it's Target CPA, Target ROAS, Maximize Conversions, or Maximize Clicks, the keyword-level bid simulator won't populate. Switch to the campaign-level simulator instead, or change to Manual CPC temporarily to test keyword bids.
Keyword bid simulator works with:
- Manual CPC
- Enhanced CPC (eCPC)
Use campaign-level simulator for:
- Target CPA
- Target ROAS
- Maximize Conversions / Clicks
2. Check the date range and data window
The simulator pulls the trailing 7-day window automatically. If your campaign launched recently or was paused, let it accumulate at least a full week of impressions before expecting results. Google's bid simulator documentation confirms the minimum data requirement.
3. Verify keyword status and volume
Filter your keyword view by status. Look for:
| Status | Simulator impact |
|---|---|
| Eligible | Should show data if volume is sufficient |
| Rarely shown (low QS) | No data |
| Below first page bid | Limited or no data |
| Paused | No data |
| Low search volume | No data until threshold met |
Raise bids on "below first page bid" keywords or improve Quality Score to push them back into active auctions.
4. Resolve budget limitations
A campaign marked "Limited by budget" tells Google it can't serve ads at full potential, which breaks simulation accuracy. Increase the daily budget or remove the shared budget cap, then wait 24-48 hours for the simulator to refresh.
5. Look at the ad group level
Sometimes the keyword bid simulator is empty but the ad group simulator works. Click the ad group, open the bid column, and check the simulator icon there. Aggregated ad group data often clears the volume threshold even when individual keywords don't.
When the simulator still won't show data
If you've ruled out strategy, status, and budget, a few edge cases remain:
- Brand-new account: Accounts under 30 days old may not have enough aggregate history.
- Seasonal or intermittent keywords: Keywords that only trigger during specific events won't simulate during off periods.
- Display or video campaigns: Bid simulators are built for Search. Other campaign types use different forecasting tools.
- API or editor lag: If you use Google Ads Editor, sync changes and refresh in the web UI, since the simulator only renders online.
For teams managing large keyword sets, building a clean reporting and forecasting process matters as much as the simulator itself. The same discipline applies when you run a structured sales discovery process or evaluate which outbound versus inbound channels drive pipeline, where reliable data beats guesswork.
Use the right alternative tools
When the bid simulator is unavailable, these built-in tools fill the gap:
- Keyword Planner: Forecasts impressions and clicks for new keywords without historical account data.
- Performance Planner: Models budget and bid changes across whole campaigns, ideal for Smart Bidding accounts.
- Auction Insights: Shows competitive overlap to explain why bids may need adjusting.
The Performance Planner is the recommended replacement for Smart Bidding campaigns where the keyword simulator doesn't apply.
Key takeaways
- The bid simulator needs manual or enhanced CPC, at least 7 days of data, and sufficient impression volume to populate.
- Smart Bidding campaigns use the campaign-level simulator or Performance Planner, not keyword-level estimates.
- Check keyword status (eligible vs. rarely shown vs. below first page bid) and clear any budget limitations.
- Try the ad group simulator when individual keywords fall below the data threshold.
- New accounts and low-volume keywords may never show data; use Keyword Planner as a fallback.
Work through strategy, status, and budget in that order, and the no-data problem resolves in nearly every case.