Google to Start Pausing Inactive Ad Groups

Starting from March 2024, Google will automatically pause ad groups in search campaigns that have not had impressions for over 13 months. Advertisers can un-pause these groups if they really needed to, but Google will swing by and pause them again if they do not receive impressions in the next three months.

My opinion: I love a tidy ad account, so I’m here for this update. I would like to think I would have already questioned why an ad group hadn’t received impressions though.