Understanding the Impact of Ad Serving on Performance — and Why Ads Start in a Paused State
When creating an Outbound Campaign, you’ll notice two key actions: Enable Campaign and Pause Campaign. These options allow you to control whether your ads are active (serving to your audience) or on hold. However, there’s also an important step before you ever make this choice: all ads are first published in a paused state. This article explains:
Publishing ads in a paused state gives you a chance to double-check all campaign settings—budget, targeting, ad creative—before those ads actually go live. This helps avoid unexpected costs or compliance issues if there’s an oversight in your configuration.
If your ads were automatically enabled upon creation, you could start accruing costs immediately—even if you haven’t completed setup or identified your ideal targeting strategy. Publishing in a paused state protects against unintentional spend.
Once you confirm everything is correct and compliant, you can Enable Campaign and let your ads start serving to your intended audience.
If marketing funds are temporarily tight, pausing halts ad costs until you’re ready to resume spending.