Google Ads to pause low-activity keywords starting in June

Delhi: Starting in June, Google Ads will initiate automatic pausing of low-activity keywords, as communicated in an email sent to advertisers by the Google Ads team.

Keywords that haven't garnered any impressions in the last 13 months will be automatically paused. If re-enabled, they might face another pause after 3 months.

Low activity pertains to campaigns that were established over 13 months ago and have registered zero impressions in the preceding 13 months.

If an advertiser reactivates a paused keyword in Google Ads, it will be automatically paused again if it fails to generate impressions over the subsequent three months.

Google clarified that this measure aims to ensure advertisers prioritise keywords that yield tangible results. Previously, Google Ads began automatically pausing ad groups with low activity in March.