Google Ads (previously called Google AdWords) is on a mission to speed up its service. Its aim to deliver a better experience to advertisers has led to a massive purge on dormant Google Ads accounts. But will your account be on their radar?Over the past few months Google has begun a process of cancelling specific inactive accounts that have failed to spend any budget in the last 15 months – so any businesses with active campaigns in that period need not worry. However, if you have paused your campaigns for an extended period or have a dormant account that you may want to use again one day then now may be the time to act. In a post earlier this year they explained the reasons for their decision saying “accounts will be cancelled in order to speed up the AdWords experience and help users stay within the manager account limits.” In layman’s terms, this means that Google can reduce the strain on their systems and speed up the Google Ads platform for users who are actively using their tools. When an account is cancelled it means that you lose all the historic data in your account. While you may receive a refund from Google for any unspent pre-paid budget left on your account and you can reactivate the shell of the account, you won’t ever get back the campaigns, targeting and keywords that you or your ad agency spent valuable time preparing. If you reactivate your account and then don’t spend or serve ads in the three months following your account will once again be deactivated. There are lots of reasons why your account might have been dormant for the past 15 months. It could be that you’ve diverted your attention to another form of marketing, or perhaps your account wasn’t geared up to provide the results you needed. Either way, lots of things have changed with Google Ads in the past year and now is a good time to review your strategy. Google Ads (or Pay Per Click Advertising) remains one of the best ways to drive quality traffic and boost sales and enquiries to businesses of all sizes. We can work with you to develop a paid search strategy either based around your previous campaign structure or starting from scratch with a fresh approach to get you the traffic, leads and conversions that you need. To find out more, please call us on 01522 811688.