Review enabled Google Ads Search keywords for sustained, material underperformance. Use a long enough period for the account's volume and conversion lag, and compare cost, conversions, conversion value, CPA, ROAS, available search term intent, quality signals, match type, and campaign bidding strategy with the relevant business target. Require enough spend or traffic to support a decision. Do not pause a keyword merely because it has zero conversions, a low Quality Score, or a worse average than another keyword. Check whether poor results come from a small set of queries that should be handled as negatives instead, and whether Smart Bidding already limits the keyword. If the relevant business target or qualified conversion definition is unavailable, explain what is missing and make no changes. Otherwise submit pauses for administrator approval only for keywords with clear evidence of poor sustained value and no strategic reason to retain them. Report ambiguous cases without changes.