Google calculates Ad Rank during its auctions. Factors include the bid, advert and landing-page quality, minimum thresholds, competition, search context and the expected effect of advert assets. It is not simply a ranking of bids from highest to lowest. Source: Google Ads: Ad Rank

Review the whole route

When investigating poor visibility, check the offer, keyword targeting, advert wording and landing page alongside the bid. Keep the review tied to a specific campaign and period. This gives the team several relevant causes to examine before assuming a larger bid is the answer.

Agree the limit before changing spend

Set a budget and an acceptable cost for the chosen outcome before adjusting bids. Review the recorded enquiries and bookings afterwards. This connects a visibility decision to the business objective rather than treating a higher advert position as the objective itself.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.