Will my ad appear every time someone searches my keywords in Google AdWords?

No, your ad in Google AdWords will not likely appear every time someone searches your keywords. The frequency your ad appears when someone searches your keywords depends on your ad rank and the scheduling options you’ve set.

When you create ads in Google AdWords, naturally you want your ads to run as often as possible to get the most exposure for your ad, within your budget. Yet your ads will not likely appear every time someone searches your keywords in Google AdWords. When your ads run depends on your ad rank and your scheduling options.

When you create ads in Google AdWords, Google uses a number of calculations to determine the quality and relevance of your ads. Google then compares your ad to your competitors and ranks them using a combination of keyword quality score and bid. This is your ad rank. Higher ranking ads get more frequent placements and appear higher on web pages.

Within each of your ad campaigns, you have a number of scheduling options. If you choose to schedule your ads to run only on certain days or hours of the day, your ads will not appear every time someone searches your keywords.

See: What makes people instantly click Google Ads now?