If you're running Google search ads and notice abnormal recent data, it's likely not a client issue but a shift in the global landscape. The current conflicts in the U.S., Israel, and Iran are directly impacting global procurement search behavior. Buyers are no longer prioritizing price inquiries but instead asking: Can you ship? Are there risks? Do you support exports?

Therefore, the sole focus of ad optimization now is reconstructing your account structure.

Step 1: Immediately filter target countries. Conflict zones (e.g., Israel, Iran) should be paused—clicks from these regions rarely convert. For areas affected but still purchasing (e.g., Jordan, Turkey, UAE), reduce bids. Stable regions can sustain higher bids.

Step 2: Shift keyword structure to "safety-oriented" terms. During wartime, buyer search logic fundamentally changes—they prioritize confirming shipping availability, sanction risks, and international logistics over pricing. Reduce price-related keywords; add supplier/exporter-focused safety terms.

Step 3: Add negative keywords like "war" or "news"—these attract clicks but zero conversions.

Remember this formula:
Rising clicks + falling conversions = declining traffic quality, not ad failure.Follow me for more foreign trade ad insights!