Many advertisers assume that if they pause their Google Ads campaigns, everything will return to normal as soon as they turn them back on. Unfortunately, that’s not how Google’s algorithm works — and the impact can be far more costly than expected.
Recently, we worked with a client who unintentionally paused their campaigns by letting their payment method lapse. Because the ads stayed off long enough, Google reset the algorithm. When the campaigns were finally reactivated, the cost per lead skyrocketed — over three times higher — and the total number of leads dropped significantly. Even increasing the budget couldn’t restore performance overnight.
Why? Because when a campaign stops, Google loses fresh data. And without consistent data, the algorithm has to relearn everything from scratch.
Why Pausing Google Ads Hurts Performance
Google rewards consistency. When advertisers turn campaigns on and off, Google interprets this as instability — and unstable campaigns get deprioritized.
This can lead to:
Higher cost per click and cost per lead
Lower impression share
Fewer conversions
Slower learning periods
Weaker audience signals
Turning off campaigns, even unintentionally, can undo months or years of optimization.
That’s why it’s better to drop your budget to $1/day than to pause entirely. A small budget keeps the learning history intact, protects your data signals, and prevents the algorithm from resetting.
Why Communication Matters
In this client’s case, the only notice we received was an automated alert from Google about a payment failure — and by then, the damage was done. Had we been notified earlier, we could have taken steps to preserve the campaign’s momentum.
If you ever feel you need to pause or reduce your ads, always reach out to your marketer or Google Ads manager first. They can help protect your account and guide you toward the least disruptive path.
Google Evaluates More Than Your Ad Spend
A strong PPC strategy isn’t just about dollars. Google looks at:
Reliability of payment
Consistency of campaign activity
Engagement on your website
Social media presence
Review responses
Overall online reputation
All of these signals contribute to how Google ranks your ads and how expensive your results will be.
Have questions about optimizing or maintaining your ad campaigns? Reach out and we’ll walk you through the best next step. Let’s Talk.