Google Ads Optimisation Score: Does It Really Matter?

The Optimisation Score inside Google Ads promises a quick snapshot of how well your campaigns are “set to perform.” It ranges from 0–100 % and lives in the Recommendations tab, gently pushing you to apply Google’s AI‑generated suggestions. But does aiming for 100 % actually improve revenue—or just make Google richer?

This guide separates day‑to‑day reality from the glossy dashboard number. You’ll see how the score is calculated, when it’s useful, and when it’s safe to ignore it—plus a data‑backed framework our agency uses to keep ROI in clear view.

What Is the Google Ads Optimisation Score?

• Definition. Google calls it “an estimate of how well your account is set to perform.”
• Where to find it. Recommendations → top‑right of every campaign, account and MCC view.
• Supported campaign types (May 2025). Search, Performance Max, YouTube Video, Display, Shopping, Demand Gen (beta).

Key takeaway: The score is predictive—not a guarantee. It assumes that following Google’s own best‑practice steps will give top performance.

How Is the Score Calculated?

Google does not share the formula, but public talks and patent documents point to four main areas:

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*These percentages come from independent industry studies; Google does not officially disclose the weighting factors.

Machine‑learning models compare your account with similar advertisers, past performance and auction trends to estimate the lift from each recommendation.

Pros & Cons of Using Optimisation Score as a KPI

Benefits

• One‑click health check. Highlights obvious gaps (for example, missing sitelinks).
• Early beta alerts. The Recommendations panel is often the first place new features appear.
• Simple talking point. A clear number helps keep non‑marketer stakeholders aligned.

Limitations

• Spend bias. Some tips (like “use Broad Match everywhere”) can raise ad spend without raising profit.
• Generic advice. The model cannot see your unique margins or goals.
• Short‑term noise. Seasonal tests may lower your score even when sales climb.

Score and Results: Connection vs. Cause and Effect

Google’s 2024 Marketing Live keynote said “a 10‑point lift can relate to about 15 % more conversions.”

Independent case studies show a mixed picture:

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Across 80+ public cases, the link between score change and conversion‑rate change showed R² ≈ 0.2—a weak connection.

Takeaway: The score hints at unused potential, but chasing 100 % without business context can hurt efficiency.

When to Ignore a Recommendation

• “Upgrade to Broad Match.” Test only if you have 30+ conversions per day and strong audience signals.
• “Auto‑apply everything.” Keep auto‑apply on for “fix conversion settings,” review others manually.
• “Raise daily budget 20 %.” First check lost impression share; raising spend on a capped CPA can ruin profitability.

Rule of thumb: If a tip raises spend without a clear path to margin, dismiss it—you still keep some score credit for checking it.

Actionable Checklist: Lift Score and ROI in 30 Minutes

1. Set Enhanced Conversions in GA4 or GTM (+10 pts).
2. Add four sitelinks and two callouts per ad group (+5–7 pts, ~10 % higher CTR).
3. Enable Data‑Driven Attribution (+4 pts).
4. Dismiss irrelevant keyword and budget tips. Clears clutter.
5. Turn on auto‑apply for “Fix Conversion Settings” only. Safe maintenance gains.
6. Refresh audience signals every 30 days in Performance Max for a steady boost.

Schedule a 10‑minute “rec review” every two weeks. Log each change and its CPA/ROAS effect.

TL;DR

• Yes, it matters—but not as much as Google says. Treat it as a checklist, not a performance guarantee.
• 80 %+ is usually “good enough.” Chasing 100 % can inflate spend or force generic tactics.
• Dismiss what hurts margin—Google will not penalise you for it.

Ready for Real Results?

Contact us to see what a profit‑first strategy could do for your Google Ads.