Google Ads will automatically start pausing inactive ad groups. Advertisers can enable the ad groups, but are advised to do so if the expect incoming traffic.
Google Ads will automatically start pausing ad groups with low activity.
From March 11, ads groups created at least 13 months ago and have not had impressions in the past 13 months will be paused to improve budget efficiency for advertisers.
The rollout is expected to take just over seven weeks, with completion for all production Google Ads accounts by April 30.
Unpausing ad groups. If this change affects your ads, you can turn them back on if needed. However, Google advises reviewing your ad groups first and only unpausing ones you expect to get impressions in the coming weeks. If unpaused ad groups don’t get any impressions in the following three months, Google will automatically pause them again.
Editing. Google confirmed that you will still be able to update your ad groups and make changes while they are in a paused state in case you want to enable them.
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