IT was a case of too many chances missed as Dunfermline somehow finished this game without any points.
With scoring opportunities in abundance in the first half, this match should have been over and done with by half time.
Dunfermline made two changes from last week's goalless draw with St Mirren.
Ryan Williamson and Joe Cardle came in to replace Paul McMullan and Andy Geggan who had both picked up injuries during the week.
Ayr's starting line up included former Par Farid El Alagui.
Dunfermline came out with all guns blazing and never looked like sitting back in the first half.
For 45 minutes, they were dominant and had several chances to take the lead.
Within two minutes, Joe Cardle found himself with a chance in the box however couldn't make anything of it.
Moments later, if the Pars attack had been on their toes, they could have grabbed an early goal.
Ayr's goalkeeper scuffed his kick but there was no-one there to take advantage.
On six minutes, Dunfermline were on the attack again when hard working Higginbotham got the ball out to Williamson who whipped in a cross but Moffat's glancing header hit the far post.
The attacking play continued with Herron and Clark both creating chances.
Ayr rarely ventured into their attacking half but did have their best chance of the first 45 mins just after the 15 minute mark but their effort went just wide without being a real problem for Murdoch.
On 25 minutes, Clark came close. His determination saw him beat the Ayr defender but he couldn't get a shot in.
Another great ball by Higginbotham after 36 minutes saw a headed effort from Herron go just wide.
At the beginning of the second half, it looked like Dunfermline were going to continue their attacking efforts.
Moffat beat his defender and keeper Fleming had to tip his well-executed shot over.
However Dunfermline's first half dominance was soon a distant memory as Ayr started to take control and didn't take long to go ahead.
After winning a corner, Ross Docherty headed his effort past the Dunfermline defence and through Talbot's legs before it trickled into Murdoch's net.
Plenty of Ayr pressure continued. Just before the 60 minute mark, Murdoch's left hand came to the rescue to thwart a Forrest effort.
The Pars had their best chance of the game on 67 minutes when Williamson put Cardle through. His effort somehow went wide when it looked destined for goal.
Dunfermline had another chance with ten minutes to go when Hopkirk shot from just outside the box but his effort was palmed away by the Ayr keeper.
Despite working hard in the closing minutes and enjoying most of the possession, Dunfermline never looked like producing that finishing touch.
Dunfermline Athletic: Murdoch, Talbot, Ashcroft, Morris, Herron, Williamson, Wedderburn, Clark, Moffat (Paton) Cardle (Reilly), Higginbotham (Hopkirk).
Subs not used: Hutton, Fordyce, Spence, McCabe.
Ayr United: Fleming, Devlin, Boyle, Gilmour, Rose, Forrest (Harkins), El Alagui (Moore), Meggatt, Balatoni, Docherty (McGuffie), Crawford.
Subs not used: Hart, McKenzie, Wardrope, McKenna.