Clicks only coming from mobile, desktop almost zero

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This is typical now, as mobile traffic domiates most PPC campaigns, particularly when using smart bidding
It’s just a matter of checking device performance; if desktop is poor it typially indicates less intent or higher CPC.
 
yeah this is pretty normal now coz most traffic is mobile heavy, but still check device breakdown and bidding settings, are you targeting all devices equally or using any mobile preference?
 
Yes this is normal now, most of PPC traffic is coming from mobile users these days because people use phone more than desktop.
 
Yeah this is pretty normal nowadays since most PPC traffic comes from mobile users, but still you should check device performance in your campaign and adjust bids if desktop is important for you.
 
ClickDrivePro said:
Hi all,

I noticed that almost all my PPC clicks are coming from mobile users, and desktop traffic is almost zero.
I did not change any device targeting or settings, so I am not sure why this shift happened suddenly.
Is this normal these days, or should I adjust something in the campaign?
Click to expand...
It can happen even without changes in settings. Platforms like Google Ads automatically push more traffic to mobile if performance is better there.
 
Internet has shifted a lot, all my campaigns on meta = 90 to 95% mobile.
 
That’s kind of typical at this pointc mobile will usually drive more PPC traffic than anything else in most niches Look at the mobile conversion numbers before changing anything; if they good, keep doing what you’re doing
 
ClickDrivePro said:
Hi all,

I noticed that almost all my PPC clicks are coming from mobile users, and desktop traffic is almost zero.
I did not change any device targeting or settings, so I am not sure why this shift happened suddenly.
Is this normal these days, or should I adjust something in the campaign?
Click to expand...
what I have to figure out is whether this dip will affect desktop impressions or just desktop click-throughs. It all boils down to context sometimes there is search volume fluctuation and other times google prefers mobile becuz it is less costly to convert.
 
ClickDrivePro said:
Hi all,

I noticed that almost all my PPC clicks are coming from mobile users, and desktop traffic is almost zero.
I did not change any device targeting or settings, so I am not sure why this shift happened suddenly.
Is this normal these days, or should I adjust something in the campaign?
Click to expand...
Yes, this is pretty normal now. Most search traffic has shifted to mobile, so desktop clicks dropping is not unusual even without any setting changes.
 
This shift is usually expected now. Most users browse and click ads on mobile, so unless your leads are dropping, there’s no urgent need to adjust settings.
 
ClickDrivePro said:
Hi all,

I noticed that almost all my PPC clicks are coming from mobile users, and desktop traffic is almost zero.
I did not change any device targeting or settings, so I am not sure why this shift happened suddenly.
Is this normal these days, or should I adjust something in the campaign?
Click to expand...
This happens quite often now. Mobile traffic is much higher across most PPC platforms, so desktop drops are normal even without any changes.
 
The its just normal now answers skip the part that actually matters, smart bidding strategies reallocate impression share toward whichever device segment is hitting your cpa/roas target, it's not really about overall mobile usage trends

Ive had a campaign go from 60/40 mobile/desktop split to 95/5 within 2 weeks purely because mobile conversions were coming in cheaper, no algorithm "preference" for mobile in general, just chasing the better signal

Сheck your conversion rate by device in the segment breakdown, if desktop conversion rate or value per conversion is lower thats why the algo starved it, not some platform wide shift
 
check device bid adjustments first, sometimes a setting resets or there's a bug skewing delivery
 
This is a very common issue lately. Have you checked your desktop site speed and user experience? Sometimes a slow desktop version or layout issues can cause poor rankings compared to mobile. Also, check if your niche is naturally mobile-heavy. Good luck finding the cause
 
Yeah @WPGads is right here, the general "mobile is popular" replies kinda miss how smart bidding actually behaves. I had a similar thing happen last year on a lead gen campaign where desktop traffic basically died over a weekend. Turned out our desktop lander had a script error that broke the conversion trigger, so the algorithm assumed desktop was dead weight and shifted everything to mobile. I'd check your conversion tracking by device first to make sure desktop conversions are actually registering... if the tracking is fine then the algo just found cheaper conversions on mobile and starved desktop.
 
yeah this is pretty common now, most traffic is mobile heavy, still worth checking placements and bids but usually desktop share naturally drops in many niches.
 
ClickDrivePro said:
Hi all,

I noticed that almost all my PPC clicks are coming from mobile users, and desktop traffic is almost zero.
I did not change any device targeting or settings, so I am not sure why this shift happened suddenly.
Is this normal these days, or should I adjust something in the campaign?
Click to expand...
Mobile first traffic is normal for many campaigns today, but a sudden drop in desktop clicks deserves a closer look. Check device reports, bid modifiers, and campaign settings to identify what's driving the shift.
 
This is pretty normal now most platforms are mobile-heavy by default, especially Meta and Google Search for non-B2B intent traffic.
Before changing anything, check device bid adjustments + placement breakdown; only tweak if mobile CPA is significantly worse than desktop.
 
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