Michael built a high-quality ad with an excellent keyword list. He's disappointed the ad isn't being shown as much as he'd like. What's a likely reason for his ad not being frequently displayed?

Michael's ad not being frequently displayed, despite its quality and keyword list, most likely indicates his bid is too low. In Google Ads, your bid determines how competitive your ad is in the auction. Even a high-quality ad won't show often if its bid isn't sufficient to win auctions against competitors. Supplying a link is fundamental; without it, the ad wouldn't be approved or shown at all. Too much information in ad extensions is not a common reason for an ad to be displayed less frequently; extensions generally enhance visibility. While users might misspell keywords, Google Ads often accounts for common misspellings, and this wouldn't be the primary reason for an ad with an excellent keyword list to be consistently under-displayed.