Google Ads
Strategy
When should I pause underperformers?
When a keyword/ad has enough data (~100 clicks or 1-2 weeks at meaningful spend) and clearly misses your CPA/ROAS target with no upward trend. Pause, don't delete - keep historical data.
Go deeper
Want the full playbook? Read Google Ads in 2026: Campaign Choices and Launch Blueprint — A practical Google Ads guide for 2026: campaign formats, setup steps, budget rules, keyword strategy, and the mistakes that waste spend.