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Google has stopped serving ads for our entire account after 10am starting yesterday. Budget is fine, no campaign changes, etc. What could it be?
Posted by on February 22, 2026 at 11:44 pmStarting yesterday (2/21), I noticed that all of our campaigns have stopped serving ads after about 10am CT. It happened today too.
Here's an image of impressions by hour. You can see the immediate drop off at around 10am.
For context, this is across 12 campaigns with average daily spend ~$300. The only recent change I've made was adding a new ad group on Friday to one of the campaigns. But this wouldn't explain the change in behavior across the entire account, would it? That campaign is learning, but all of the others are stable.
I'm honestly at a loss. I've reached out to Google Ads support, but in the meantime I wanted to see if this is something others here have seen happen before.
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1 Reply
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Did you have a budget limit set up in the billing settings?
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Could just be delayed data. Ads may be serving fine
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If it’s dropping off right at 10am both days, that really sounds like some kind of setting or constraint kicking in — not normal demand changes.
I’d check ad schedules, shared budgets, portfolio bid strategies, and any automated rules first, because something is likely telling the system to stop showing after that time.
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yeah that pattern usually means something is turning delivery off, not the auction.
i’d check ad schedule first. make sure nothing is set to stop around “10am, and that the account timezone isn’t mismatched.
then check automated rules, scripts, or auto applied recommendations. anything that pauses or throttles at a set time can hit the whole account.
also check billing and any account spending limit. and if u use shared budgets, they can get drained early and make everything look dead.
fastest clue is change history around 10am. if u see nothing there and everything is still eligible, it’s probably a google hiccup.
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