Active account management policy

Google Ad Grantees are required to be actively engaged in the program, meaning that you need to sign in to your account monthly to review your campaign's performance. Additionally, there must be at least one change made to your account every 90 days, based on review of your account performance. Your account is subject to automatic pausing or cancellation without notification if you don't make any changes in your account for over 90 days. All accounts can benefit from continual optimization, and the 90 day policy ensures that you make edits to improve your performance on a consistent basis.

Here are some examples of qualifying changes in your account:

  • Adding, editing, or deleting keywords
  • Adding, editing, or deleting ad text
  • Creating a new campaign or ad group
  • You also need to keep the email address for notifications up-to-date to ensure you receive important mandatory updates about the program. Learn how to update your email address for notifications.

    If your account has been disabled due to inactive account management and you would like to reinstate it, you can contact the AdWords team. Please note that once we reinstate your account, you'll need to abide by the terms stated above.

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