Some advertisers report that a Google Ads system tool designed for low-volume changes is automatically enabling paused keywords — behavior that many account managers say they’ve never seen before.
What advertisers see. Activity logs show entries linked to Google’s “Low activity system batch changes” tool that includes actions that allow keywords to be paused. Log entries appear as automatic batch updates, with a visible “Undo” option.
Historically, the tool was primarily associated with pausing inactive features, not reactivating them.
What we don’t know. Google has never publicly documented the behavior or clarified whether this is an intentional feature, a limited experiment, or a bug.
It is also not clear what triggers the reactivity or how widespread the behavior is.
Why do we care. Unexpected keyword updates can silently change campaign delivery, impact budget, traffic, and performance – especially for tightly controlled accounts where keywords are intentionally paused.
For agencies and internal teams, this change raises new concerns about manual controls over automation.
All the advertisers have to do now. Account administrators may want to review change histories regularly, look for unexpected keyword activations, and implement quick undo functions if unintended changes occur.
Until Google provides clarification, close monitoring may be required for accounts that rely heavily on paused keyword structures.
It was first seen. The issue was first flagged by Performance Marketing Consultant Francesco Cifardi on LinkedIn.
paused keywords in 2026
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