Google Ads Optimization Score has become a focal point for advertisers, with many feeling pressure to achieve 100% by applying all recommendations. But blindly following Google's suggestions can hurt performance. Here is our data-driven guide to which recommendations to accept and which to ignore.
Understanding the Optimization Score
The Optimization Score is an automated rating from 0% to 100% that estimates how well your Google Ads account is set up to perform. It is based on real-time statistics, settings, and trends. Google provides recommendations to improve your score. However, the score is designed to maximize Google's revenue, not necessarily your ROI.
Recommendations to Apply
Add negative keywords: This almost always improves efficiency. Fix disapproved ads: Essential for maintaining reach. Set up conversion tracking: Critical for optimization. Add responsive search ad assets: More assets improve ad strength and performance. Enable audience segments: Observation-mode audiences provide valuable data.
Recommendations to Ignore
Raise budgets: Google always wants you to spend more — evaluate based on ROAS, not the score. Apply all Smart Bidding: Smart Bidding works well but not for every campaign — small budgets and low conversion volume campaigns often perform better with manual bidding. Broad match recommendations: Broad match has improved but can still waste budget on irrelevant queries without proper negative keyword management. Remove redundant keywords: Google's definition of "redundant" often removes useful coverage.
Key Takeaways
- The Optimization Score maximizes Google's revenue, not your ROI
- Apply recommendations related to tracking, negatives, and ad assets
- Skeptically evaluate budget increase and bidding recommendations
- Do not chase 100% — a score of 70-80% with high ROI is better than 100% with low ROI
- Always evaluate recommendations against your business objectives