We talk often about declining advertiser control in Google Ads, and yesterday’s news brought another noteworthy development: certain paused keywords are automatically being reinstated.
According to Anu Adegbola at Search Engine Land, search teams have been discovering a little-noticed tool called “Low activity system bulk changes” that occasionally makes automated updates within accounts. It now appears that this same tool may be reactivating keywords — on broad match, no less — as part of a bulk update.
Why it matters: Over the years, data visibility and platform controls have decreased within Google Ads, while automation has taken on a larger role in campaign management. Google’s position has consistently been that broader matching and automation can improve performance.
Many advertisers, however, manage accounts with deliberate structure and tight controls, particularly around match types and paused keywords. Reactivating previously paused keywords can materially change campaign delivery, budget allocation, and performance outcomes - especially when those keywords were paused intentionally.
For teams running disciplined, query-driven accounts, even small automated changes can have outsized impact.
What we recommend: We’ve always encouraged our clients and their search teams to pay close attention to search query reports (where actual search queries are paired with account keywords) and change history logs (where all account changes are recorded). That advice doesn’t change: review your reports regularly.
In light of this development, review the change history log specifically for bulk updates tied to the “Low activity system bulk changes” tool and select the “Undo” option where available. If “Undo” isn’t available, identify the keywords that were reactivated and pause them again if appropriate.
Automation continues to expand within Google Ads. Active monitoring remains essential to ensure campaigns run the way you intend.
Some advertisers report that Google Ads may be automatically re-enabling paused keywords through its “Low activity system bulk changes” tool. Activity logs show automated updates turning previously paused keywords live, a function historically linked to pausing inactive items rather than reactivating them.
Google has not clarified whether this behaviour is intentional, experimental or a bug, nor what triggers it or how widely it is being applied.
The issue could disrupt budgets and performance in tightly managed accounts. Advertisers are advised to monitor change histories closely and quickly undo any unintended activations until further guidance is provided.