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Hey Hardik, Not sure if this could be he case - Do you also add KWs that remotely relevant to your campaigns from the search terms to the campaigns? If that is the case, these decrease could be because of those KWs, they could be very broad search terms, and since they have been added to the campaigns, they are using up the budget and the leads from these KWs could be irrelevant. This could also result in overall decrease in search impression share because of the high volume of those broad KWs that you might have added.

Few possible reasons • In the auction, insights check if any new competition has come up (should not affect this much though) • Has the Ad quality score reduced as it might also result in ads not showing up • If the number of clicks is also reducing then we would need to improve the Ad Copy • If the number of clicks is more or less the same, then there might be two reasons, either we are showing ads to the wrong people or our LP is not relevant • Check if the search terms that people are coming from are relevant or not, and add negative keywords regularly • Another reason might be that budget is less, it should not be the reason of drop from 153 to 88 though if our budgets are same

Thanks @Kirit Sarvaiya @Pranjal Rajawat for your insights. I'll look into these pointers!🙌