Google Ads recently introduced a new automated feature that pauses keywords that have not generated significant activity in the past 13 months. While this update is designed to improve campaign efficiency, it raises important questions: How reliable is this feature? What does it mean for your campaigns? And most importantly, how will it impact your results?
At Blue Flame Thinking (BFT), we are committed to delivering optimal results for our clients. To help clarify this update, we analyzed its effects and share our findings below, along with actionable insights.
Is Google’s new feature effective?
To evaluate the reliability of this feature, we audited the campaigns we manage. Across all accounts, a total of 110 keywords were automatically paused. After cross-referencing these with SEMrush data, we found that only five of the paused keywords had any search volume within the past 90 days, and even then, they were minimal.
These results indicate that Google’s new internal tool has effectively identified and paused underperforming keywords. However, while the automation was largely accurate, it does not eliminate the need for active campaign management.
What does this mean for your ad campaigns?
Google’s updates, including this feature, are generally beneficial but require ongoing attention. Automated tools can optimize campaign performance, but they also necessitate daily monitoring to ensure important keywords aren’t mistakenly paused. Campaign managers must remain proactive, continually refining their keyword lists and adjusting strategy as needed.
How we communicate campaign changes with clients
At BFT, transparency is at the core of our client relationships. When implementing new features like this one, we prioritize clear communication. We share both the positive impacts and any concerns—such as the need for closer monitoring. This approach fosters trust and strengthens collaboration.
We recommend that others managing Google Ads campaigns adopt a similar strategy: maintain open communication with clients and keep them informed of updates and their effects on campaign performance.
Next steps for managing Google Ad campaigns
With this new feature in place, there are several best practices we recommend:
- Monitor regularly: While Google’s automated tools are helpful, they are not foolproof. Ensure that you review campaign performance and keyword activity regularly.
- Be aware of glitches: Google initially indicated that campaign managers would be notified when keywords were paused. However, we discovered that this notification didn’t always occur. Regularly check the change history to ensure you’re aware of any updates.
- Reassess keywords frequently: Google’s automation is a great tool, but it doesn’t eliminate the need for manual oversight. Regularly updating your keyword lists ensures that your campaigns remain aligned with current trends and budget considerations.
At BFT, we continually monitor our clients’ campaigns to ensure optimal performance. If you’re unsure whether your Google Ads are fully optimized, our team is ready to help. Contact us today to explore how we can enhance your ad campaigns and drive better results.
