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Google Ads may be automatically reactivating paused keywords in certain advertising accounts. Reports indicate this could be happening through bulk changes managed by the low activity system.
This issue was highlighted by Francesco Cifardi on LinkedIn, where he explained that the internal tool responsible for “Low activity system bulk changes” might also trigger keyword reactivations. He noted this was the first time he encountered such behavior and asked if others had experienced similar issues in their Google Ads accounts.
A screenshot of the change log shows entries where paused keywords were unexpectedly enabled, suggesting that the system may be reactivating keywords automatically without user intervention.
Adriaan Dekker also added that several advertisers have observed activity logs showing paused keywords being enabled via automated bulk updates—something that traditionally only paused inactive elements. This behavior appears to be unusual and potentially unintended.
Anyone noticing similar activity should be monitoring their accounts closely, as this could impact ad performance and reporting accuracy. Discussions about these changes are ongoing on LinkedIn and related forums.
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