Google Ads Recommendations: Truth vs. Auto-Apply

Mention the word “Recommendations” to any seasoned Google Ads professional and you’ll likely see a visible wince. This feature, which seems to appear on every screen within the platform, has become a source of both confusion and frustration for many advertisers. Understanding what these automated suggestions truly represent, and what they don’t, is crucial for maintaining control over your campaigns and budget. This guide cuts through the noise to explain the reality behind the notifications, the truth about your optimization score, and how to manage these prompts effectively without compromising your strategy.

A common question is why so many experienced practitioners view these automated tips with skepticism. The core issue is a fundamental mismatch. While Google’s algorithm tailors suggestions based on your account’s data, it lacks any insight into your unique business context, specific goals, or budgetary constraints. The system scans your keywords, bids, and targeting to find patterns where it believes performance can be enhanced according to its own internal logic. For instance, if you only use exact and phrase match keywords, it will almost certainly recommend you “Test Broad Match.” This happens simply because the feature exists and you aren’t using it. From a platform perspective, this is logical; for your specific niche or limited budget, it could be a disastrous move that wastes spend.

To grasp the current state of Recommendations, it helps to look back. This tool originated as an internal sales aid for Google’s own ad representatives. Its purpose was to help account managers identify opportunities to offer support and, notably, to suggest upsells to clients. Crucially, a human representative acted as a filter, deciding which suggestions were genuinely relevant. Today, that human element is absent. The algorithm surfaces recommendations directly in every account, removing that layer of contextual judgment and often leading to generic, one-size-fits-all advice.

A major point of anxiety for many is the Optimization Score, that prominent percentage displayed on the dashboard. It’s treated like a grade, causing panic when it dips and tempting users to blindly click “Apply All” to chase a perfect 100%. This is a critical mistake. The essential truth is this: the optimization score does not measure your campaign’s performance. It measures only whether you have reviewed the recommendations. You can verify this yourself. You do not need to accept a suggestion to raise your score. Dismissing a recommendation provides the exact same score increase as applying it. You could dismiss every single item on the list and watch your score jump to 100%. Therefore, treat this metric as a simple to-do list, not a report card. Maintain a high score if it satisfies your internal reporting or is required for Google Partner status, but otherwise, feel free to disregard it.

It’s also vital to differentiate between a casual suggestion and a real account problem. Recommendations are woven throughout the interface, appearing as you set up campaigns, add keywords, or adjust bids. Not all alerts are created equal. Blue or yellow notifications are merely recommendations, the platform’s way of asking, “Have you considered this?” You can review these calmly and dismiss them if they aren’t a fit. Red or purple notifications, however, signal actual issues, such as billing failures or disapproved ads that require immediate attention. Don’t let the less urgent icons pressure you into unnecessary changes.

A frequent accusation is that Recommendations are merely a scheme to increase advertiser spend. The straightforward answer is that, in many cases, yes, that is a primary goal. Google is a for-profit entity, and it benefits when advertisers invest more in its platform. However, the company also understands that if increased spending yields no results, advertisers will leave. Therefore, not every suggestion is purely about spending more. They generally fall into two camps: “Reach and Spend” ideas (like raising budgets or using broad match) designed to expand your audience and typically increase cost, and “ROI and Hygiene” suggestions (like fixing conversion tracking or setting bid targets) that aim to improve efficiency without necessarily boosting spend.

No discussion is complete without a stern warning about Auto-Apply Recommendations. For a long time, Google aggressively promoted this setting, encouraging advertisers to let the system make changes automatically. While this push has lessened, you must proactively check your settings to ensure you retain full control. You absolutely do not want the platform modifying your budgets, bids, or keywords without your knowledge. Navigate to the Recommendations tab, select ‘All Campaigns,’ click on ‘Auto-Apply Settings,’ and verify that every box is unchecked. This simple step prevents automated, unsupervised changes to your live campaigns.

In summary, Google Ads Recommendations are neither inherently malicious nor infallible wisdom. They function as automated prompts, a starting point for potential tests, not a mandatory checklist. Whether advice comes from the platform, an agency, or an independent consultant, the principle remains unchanged: you possess the deepest understanding of your business. Review each suggestion carefully. If it aligns with your strategy and goals, consider a controlled test. If it doesn’t, dismiss it with confidence and focus on the work that truly drives your success.

(Source: Search Engine Land)