Knowledge Base

Navigating Google Ads: Understanding Pausing and Cancellation Processes

Navigating the complexities of digital marketing can sometimes lead to the need for adjusting your strategies, particularly with tools like Google Ads. Whether adjusting to market changes, reallocating budgets, or revising marketing strategies, you may find yourself considering whether to pause or cancel Google Ad campaigns. Understanding the processes and implications of each choice is crucial for making informed decisions that align with your business goals.

Pausing Google Ads

There are several reasons why a business might choose to pause its Google Ads campaigns, none of which are necessarily related to poor performance:

1. Seasonal Business Adjustments: Businesses that experience seasonal fluctuations may choose to pause ads during off-peak times to conserve budget for higher traffic seasons.
   

2. Budget Reassessment: Companies may pause their ads to reassess their marketing budgets. During this pause, businesses can analyze the effectiveness of their spend and reallocate resources as necessary.
   

3. Marketing Strategy Overhaul: Pausing ads can provide a necessary break to overhaul marketing strategies, whether it’s updating messaging or targeting different audiences.
   

4. External Market Changes: Sudden market changes or external economic factors might necessitate a temporary halt in advertising spend.
   

If you decide to pause your Google Ads, you can suspend the ad spend for up to 90 days. Our team will continue to monitor your account during this period to ensure the ads remain inactive and that there is no unintended spending. Your account will also remain in our active queue for ongoing management. They can be restarted or canceled within the 90 day period. 

Cancelling Google Ads

Cancellation is a more permanent solution and involves a few more steps:

1. Termination Eligibility: Cancellation of service is only possible if you are beyond your contractual obligation period.
   

2. Cancellation Process: Terminating the service requires you to follow our standard cancellation process, which includes signing a cancellation form. If you plan to retain other services with us, signing a new agreement for those specific services is necessary.
   

3. Restart Considerations: If you cancel and later decide to restart your ads, remember that your previous ads will be deleted and must be completely rebuilt. This action incurs standard setup fees, as rebuilding the campaign from scratch is unavoidable.