What should you do about high impressions and zero clicks?

The ad is shown and not chosen: the text does not state the neighbourhood or the offer, or it shows on a search that is not yours. It is not fixed by raising the bid, which only pays for more impressions. Look at which terms those impressions appear on: if they are not customers, they are negated. If they are, the first line is rewritten. It is left for weeks because “at least it is seen”. In a Madrid venue that is brand spend nobody asked for and that does not call. Either negatives for the wrong search, or a new headline with trade and place, and the comparison after seven days. If it is still at zero clicks, it is paused.