As a Google Premier Partner, Adrac prides itself on having its finger on the pulse of Google Ads development and best practise guidance. One of the areas that we’re increasingly focusing on is optimisation score – this metric, which lives inside your Google Ads campaign dashboard is something that will play an ever more important role in ad performance.

But what is it and what does it mean?

Optimisation score 101

The mere mention of the word optimisation is enough to send some into a spin. It conjures up images of vastly complicated algorithms and a whole lot of trial and error. Luckily, when we’re talking about Google Ads optimisation score, it’s a much easier concept to get to grips with.

Google itself has a nice and easy explanation for this metric:

Optimization score is an estimate of how well your Google Ads account is set to perform. Optimization score runs from 0% to 100%, with 100% meaning that your account can perform at its full potential.

Google says your optimisation score is calculated in real time – which means your actions, account status and performance will have an immediate effect on what that score is. The score runs from 0% to 100% and the closer to 100 you are, the better your ad performance should be.

Improving your optimisation score

Google now offers recommendations to improve your optimisation score. You’ll find the recommendations sitting on a dedicated ‘Recommendations’ page within your Google Ads dashboard.

The recommendations provided are suggestions from Google as to how you can improve your campaign performance. You can apply them or dismiss them as you see fit. Of course, if you choose to apply them, your optimisation score should improve, signifying that your ad campaign is operating at its optimal level and fulfilling its true potential.

Underlining our belief that optimisation score is slowing becoming a more important part of the Google Ads experience, two new recommendations have been added.

They are:

  • Target ROAS (Return on Ad Spend) and Target Impression Share – these are smart bidding suggestions
  • Bid Adjustment – recommended changes to bids for Affinity and in-market audiences

Google says the recommendations it makes to advertisers are based on “… performance history, campaign settings, and Google search volume and trends.” This means that you should see new recommendations appearing regularly as your campaign matures.


As with all new innovations (and several of the machine based offerings Google has most recently rolled out) the system is still immature which means that often, the optimisation recommendations are made without a deeper understanding of the nuances of the campaign or context of your messaging.  This means that while some will be useful, it isn’t a good idea to implement the changes by default – consider the suggestions and your objective first.

However, with input, feedback and leanings coming in from millions of sources on a regular basis, we expect the “machine” powering the recommendations feature will develop at an astonishing rate. Over time, this means they will become more granular, personalised, relevant and impactful.

If you need help improving your Google Ads optimisation score or putting recommendations into practise, contact the Adrac team today.

Author Rebecca

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