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The short answer
Oppy reads a long stretch of keyword history and lists the keywords that converted and are now paused or removed. It is the highest value finding in any account takeover, and the one most likely to be wrong if acted on blindly, so it never restarts anything on its own.
Why it matters
When an account changes hands, or a cleanup goes too far, keywords that sold get switched off with everything else. Bringing back the ones switched off by mistake is often the fastest win available.
But there are good reasons a winner is off: the service was discontinued, the product is out of stock, the margin changed, it is seasonal, a compliance rule stopped it. Each is a decision. Re-enabling it without asking is how you lose a client rather than help one.
How Oppy decides
The check reads every keyword with at least one conversion over a long period, with its status and the status of its ad group and campaign.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | History |
| What it reads | Keywords report |
| Needs trustworthy conversions | Yes. It stays silent when the tracking step fails. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Campaigns, then Audiences, keywords and content, then Search keywords.
- Set the date range to the last 12 months and show all keywords, including paused and removed.
- Filter on Conversions above 0 and Status: Paused or Removed.
- For each, check the change history to see when and why it was switched off.
What to do about it
Go through the list with whoever knows the business. Restart the keywords that were paused by mistake, ideally with today's match type strategy.
For those switched off on purpose, write down why, so the next audit does not ask again.
Terms on this page
Other checks in this area
The checks next to this one in Keyword research, each with its own page.
- Keywords Google rates well that have not spent in months
- A negative keyword switching off one you chose
- Keywords with no impressions in 30 days
- One match type is paying more for the same intent
- Searches that already make money and have no keyword of their own
- The same keyword bought at two very different prices