By Anu Adegbola
Publication Date: 2026-02-16 19:36:00
Some advertisers are reporting that a Google Ads system tool designed for low-activity bulk changes is automatically enabling paused keywords — a behavior many account managers say they haven’t seen before.
What advertisers are seeing. Activity logs show entries tied to Google’s “Low activity system bulk changes” tool that include actions enabling previously paused keywords. The log entries appear as automated bulk updates, with a visible “Undo” option.
Historically, the tool has been associated mainly with pausing inactive elements, not reactivating them.
What we don’t know. Google hasn’t publicly documented the behavior or clarified whether this is an intentional feature, a limited experiment, or a bug.
It’s also unclear what triggers the reactivation or how broadly the behavior is rolling out.
Why we care. Unexpected keyword reactivation can quietly alter campaign delivery, affecting budgets, pacing, and performance —…