Well if it works when testing but not for real users then you probably made the common and painful mistake of not enabling iads under application management in your itunes connect.
Look here for how to enable the ads if you haven't done it already.
Why is it painful ? because you will have to change you application state to waiting for upload and your app will have to wait for another review. (After your uploaded a new binary)
Another reason might be that iads impressions rate is not so so from what I read and not every ad request from your app is replied with an impression so try to wait a few minutes until one is shown.