When running Performance Max campaigns on Google Ads, you may encounter the “Destination Not Working” error, especially after a change to the URL or when updating an expanded URL. This error typically indicates that the destination URL you’ve provided in your ads isn’t functioning properly, even if the page is actually live and accessible. The issue may be caused by caching, URL structure issues, or other factors that prevent Google Ads from recognizing the URL as valid.
Here’s a practical guide to help you resolve this issue and ensure that your Performance Max campaign runs smoothly.
Solution 1: Ensure the URL Returns a Successful 200 Response
First and foremost, check that the destination URL you’re using is functioning properly. The page should return a 200 OK response, meaning it’s loading without any errors. If you’ve recently made changes to your website or URLs, verify that the page is still accessible.
You can use online tools like (https://httpstatus.io/) to check your URL’s response code. If you find a 404 (Page Not Found) or other error code, fix it before moving forward.
Solution 2: Clear Caching Issues by Changing the URL Structure
If the URL is correct but you still see the “Destination Not Working” error in Google Ads, it’s likely that Google Ads has cached an old version of the URL. Google Ads can sometimes store cached versions of URLs, and if there were issues with the page in the past, this might cause the system to flag it as problematic even after the issue has been resolved.
To fix this:
1. Change the URL Structure: Consider modifying the URL structure or changing the page name slightly (e.g., adding a new parameter or updating a directory path). For example, if the original URL is:
https://www.example.com/product-page
You could change it to:
https://www.example.com/product-page-v2
2. Publish the New URL: Once you’ve updated the URL structure, update the destination URL in your ad assets. This will force Google Ads to fetch the new URL and clear any cached issues.
This simple update can resolve the error in many cases and will often lead to faster resolution than waiting for the cache to expire.
Solution 3: Modify robots.txt to Allow Google Ads Crawlers
If Google Ads’ crawlers are blocked by your website’s robots.txt file, it can trigger the “Destination Not Working” error. Here’s how to fix it:
Step 1: Check Your robots.txt File
Look for rules that block Google Ads crawlers (AdsBot-Google). For example:
Blocking Googlebot:
User-agent: Googlebot
Disallow: /Blocking AdsBot-Google specifically:
User-agent: AdsBot-Google
Disallow: /private/These blocks prevent Google Ads crawlers from accessing your pages.
Step 2: Allow Google Ads Crawlers
Update your robots.txt file to allow AdsBot-Google:
User-agent: AdsBot-Google
Allow: /This will ensure Google Ads can crawl and verify your landing pages, resolving the error.
Step 3: Test and Resubmit
- Use Google Search Console to request a re-crawl of the affected page.
- Alternatively, check with tools like Google’s Robots Testing Tool to ensure the page is now accessible.
By allowing AdsBot-Google access, you help Google Ads verify your landing pages and fix the “Destination Not Working” error.
Why Does the “Destination Not Working” Error Occur?
There are several reasons why you might encounter this error:
1. Caching Issues: Google Ads may have cached an old version of your URL that wasn’t working, even though it’s now functional.
2. Temporary Server Issues: If your web server was temporarily down when Google Ads crawled the URL, it may show the error until it checks again.
3. Broken Links or Redirects: If the URL leads to a page with broken links or redirects that don’t resolve properly, this can trigger the error.
4. Blocked Crawlers: If your robots.txt file blocks Google Ads’ crawlers, the system won’t be able to verify the page, triggering the error.
Conclusion
The “Destination Not Working” error in Google Ads Performance Max campaigns can be frustrating, but it’s usually easy to fix once you understand the underlying causes. Start by checking that the destination URL is functioning correctly and returns a 200 OK response. If that’s not the issue, try updating the URL structure or changing the page name to force Google Ads to fetch the new destination.
By following these steps, you can resolve the error quickly and get your campaigns back on track. If the error persists, it may take some time for Google Ads to update its cache and recognize the valid destination.
