Google Ads Auto-Recommendations — Apply or Ignore?
Jakub Pytlik|March 25, 2026|5 min read
TL;DR
Google Ads automatically suggests (and sometimes applies on its own) changes to your account. Some are genuinely helpful, while others can increase your spend without improving results. Below, I break down the most common recommendations into "yes," "no," and "it depends."
What are we talking about?
If you've ever opened Google Ads and seen "Optimization Score: 68%" with a list of suggestions — those are recommendations. Google analyzes your account and proposes changes that (according to the algorithm) will improve performance.
The problem? Not all recommendations are in your best interest. Some of them increase spend on Google (which is in Google's interest), without necessarily improving your return on investment.
Worse still — Google can automatically apply certain recommendations if you haven't turned that option off. This means changes can happen on your account without your knowledge.
Which recommendations are worth applying?
✅
"Add extensions (sitelinks, callouts, snippets)"
Yes — extensions boost CTR and take up more real estate in search results. They cost nothing extra. Always worth having a full set.
✅
"Fix disapproved ads / products in your feed"
Yes — if Google has disapproved your ads or products, you're losing reach. Fix them.
✅
"Remove conflicting negative keywords"
Yes — if your negative keywords are blocking queries you actually want to show for, you're losing traffic. Worth reviewing.
Which ones should you ignore?
❌
"Increase your campaign budget"
Almost always no. Google wants you to spend more. Your budget should be driven by your strategy and results, not by an algorithm's suggestion. If a campaign has strong ROAS — increase the budget deliberately, not because Google told you to.
❌
"Turn on auto-apply recommendations"
Definitely not. This gives Google permission to modify your account without asking. Disable it under Settings → Auto-apply recommendations.
❌
"Switch to broad match"
Be cautious. Broad match generates more impressions but also more irrelevant clicks. With small budgets, it's a fast track to burning money on queries that don't convert.
Which ones require case-by-case judgment?
⚠️
"Switch bidding strategy to Maximize Conversions / Target CPA"
It depends. Automated bidding strategies work great with high conversion volume (50+/month). With low volume, they can be unpredictable. Don't force a strategy switch.
⚠️
"Add new keywords"
It depends. Sometimes Google suggests relevant terms you've overlooked. Other times, the suggestions are junk. Always review the list manually before accepting.
⚠️
"Create a Performance Max campaign"
It depends on the situation. PMax isn't for everyone — especially with small budgets and lead gen accounts. Read my article on Performance Max vs Search before you decide.
How to disable auto-apply
This is critical — Google can automatically apply recommendations without your consent:
Log in to Google Ads
Go to Recommendations (left menu)
Click "Auto-apply" (top right corner)
Uncheck everything — unless you consciously want to allow Google to make specific changes
Save
If you're working with an agency — ask them whether they have auto-apply turned off. If they don't know what you're talking about, that's a red flag.
Summary
Optimization Score is not a measure of your account's quality — it's a measure of how much Google would like you to change your settings. A score of 100% doesn't mean a perfect account. Apply recommendations selectively, disable auto-apply, and always ask yourself: "Who benefits from this change — me or Google?"
Jakub Pytlik
|
March 25, 2026
|
5 min read