Is pausing campaigns in Google Ads bad for the performance?

In this video, I'm going to address one of the most common questions that marketers ask, "Is pausing campaigns in Google Ads bad for the performance?"

Pausing a campaign does not necessarily hurt the performance, per se. However, there are a few things that you should take into consideration:

Time matters

Firstly, time matters. When you pause a campaign, the auction space it enters once enabled may be different. This means that performance may not be the same as before.

For instance, if you pause your campaign for a month, you shouldn't be surprised if the performance is different from when it was previously running.

Automated Bidding

Secondly, in campaigns using automated-bidding such as target ROAS or target CPA, performance may not be as good once you re-enable the campaign since the bid strategy has gone a while without any input data.

Mind your frequency

Lastly, mind your frequency. Google does not recommend pausing and re-enabling campaigns frequently. Avoid pausing daily when budgets are hit. Google's system will stop serving automatically at that point.

Conclusion

In conclusion, pausing campaigns in Google Ads does not hurt the performance, but it's important to keep in mind the factors I just mentioned. If you have any questions, please let me know in the comments below.