Recommendations (Google Ads)

Recommendations are machine-learning-driven suggestions generated by Google Ads to improve campaign performance. They appear on a dedicated Recommendations page, are categorized by type (bids, keywords, ads, extensions), and each includes an estimated impact score. Applying or dismissing them affects your Optimization Score.

Key Takeaways

• AI-generated suggestions tailored to your account’s specific performance data
• Organized into categories: bids, keywords, ads, extensions, targeting, and repairs
• Each recommendation shows estimated impact on key metrics
• Applying or dismissing them directly changes your Optimization Score
• Can be set to auto-apply for hands-off management

What Are Recommendations

Recommendations are Google’s prescriptive suggestions for improving your Google Ads account. The system analyzes your campaign settings, performance history, auction dynamics, and industry benchmarks to generate actionable advice. In the 2026 interface, recommendations appear under a dedicated tab and are grouped into categories:

Category	Examples
Bids and budgets	Switch to Target CPA, increase budget for limited campaigns
Keywords and targeting	Add new keywords, remove redundant keywords, use broad match
Ads and extensions	Add responsive search ads, create new sitelinks
Repairs	Fix disapproved ads, resolve tracking issues
Automated campaigns	Create Performance Max, upgrade Smart campaigns

How It Works

Google Ads continuously evaluates your account against its models and surfaces recommendations when it detects an optimization opportunity. Each recommendation includes:

1. Description — What the recommendation is and why it was generated
2. Estimated impact — Projected change in clicks, conversions, or cost
3. Apply button — One-click implementation directly from the Recommendations page
4. Dismiss option — Remove the recommendation (can be undone within 90 days)

Recommendations refresh regularly as your account data changes. New ones appear as campaigns accumulate data, and old ones expire when conditions change. Google tracks whether you apply, dismiss, or ignore each recommendation, and this behavior feeds into your Optimization Score.

Practical Example

An e-commerce account with 20 campaigns receives these recommendations:

• Raise budget on “Summer Sale” campaign: Estimated +120 clicks/week (campaign is limited by budget, losing 35% of impression share)
• Add 15 keyword suggestions to the “Shoes” campaign: Estimated +80 conversions/month based on search term data
• Switch “Accessories” campaign to Target ROAS: Estimated 22% improvement in ROAS based on historical conversion values

Applying the budget recommendation costs an additional $200/week but captures $600 in estimated revenue. The keyword suggestions come from actual search terms that triggered your ads through existing broad match terms.

Why It Matters

Recommendations serve as an always-on audit of your account, surfacing opportunities you might miss during routine management. However, they should be evaluated critically — Google’s recommendations optimize for Google’s metrics and may prioritize spend increases. Experienced advertisers treat them as a starting point for analysis, applying those aligned with business goals while dismissing those that conflict with account strategy. Reviewing recommendations weekly keeps your Optimization Score healthy and ensures you are not missing genuine improvement opportunities.