Starting March 11th, 2024, Google Ads ad groups that were created over 13 months ago and haven’t received any impressions within the last 13 months will be paused.

Should this alteration impact your advertisements, you have the option to reactivate them if necessary. Yet, Google recommends assessing your ad groups beforehand and only resuming those anticipated to receive impressions in the upcoming weeks. If ad groups that are reactivated fail to generate any impressions within the subsequent three months, Google Ads will automatically pause them once more.

Google has affirmed that you will retain the ability to modify your ad groups and implement alterations while they are paused, should you decide to reactivate them.