Monthly Google Ads Task: How to Use the Recommendations Tab to Improve Performance
If you’re running Google Ads, there’s one task you should be completing every month — reviewing your Recommendations tab.
With Google pushing AI and automation more aggressively than ever, recommendations are now appearing more frequently across accounts. These can include changes to bidding strategies, keyword expansion, Performance Max upgrades, and automated assets.
While some of these suggestions can improve performance, others are designed to increase spend or push automation too quickly. Knowing the difference is key.
What Is the Google Ads Recommendations Tab?
The Recommendations tab is a built-in feature within Google Ads that provides automated suggestions to improve your account.
These recommendations are based on Google’s machine learning and may include:
Switching to automated bidding strategies
Expanding keywords (often to broad match)
Increasing budgets
Adding new ad assets
Upgrading campaigns to Performance Max
Each recommendation contributes to your Optimisation Score, a metric Google uses to indicate how “optimised” your account is.
Does Optimisation Score Actually Matter?
Optimisation Score is not a direct ranking factor, but it does play an important role.
A low score can signal that:
Your account is not actively managed
Opportunities for growth are being missed
Automation features are not fully utilised
Over time, this can indirectly impact:
Cost per click (CPC)
Impression share
Overall campaign performance
However — and this is critical — a higher score does not always mean better performance.
Why You Shouldn’t Apply Every Recommendation
One of the most common mistakes advertisers make is blindly applying recommendations.
This can negatively impact performance, particularly when it comes to:
Broad match keyword expansion (which can reduce targeting precision)
Automatically applied ad assets (which may dilute messaging)
Budget increases without clear ROI strategy
Switching to full automation too early
Google’s goal is to drive results — but also to increase activity and spend within the platform.
Your goal is to apply strategy.
Best Practice: How to Review Recommendations
Instead of accepting everything, take a structured approach:
1. Review regularly (weekly or monthly)
Keep your account active and up to date.
2. Prioritise high-impact fixes
Start with:
Conversion tracking issues
Audience signals
Campaign structure improvements
3. Apply strategically
Only implement changes that align with your business goals.
4. Dismiss irrelevant recommendations
This helps keep your account clean and focused.
Pro Tip: Not All Recommendations Are Equal
Some recommendations are genuinely valuable, including:
Fixing broken or missing conversion tracking
Adding audience signals
Improving ad strength or coverage
Others are more aggressive and should be tested carefully.
A good rule of thumb:
If it expands reach significantly, test before scaling.
Our Approach at Air Digital
At Air Digital, we treat AI as a tool — not a strategy.
Our approach is simple:
Test AI-driven recommendations in new campaigns first
Protect campaigns that are already performing well
Scale only once results are proven
This ensures we maintain control while still leveraging automation where it adds value.
Monthly Google Ads Checklist
Use this as a quick monthly task:
Review Recommendations tab
Fix tracking and measurement issues
Assess audience and targeting suggestions
Be cautious with keyword expansion
Avoid unnecessary budget increases
Monitor performance after any changes
Final Thoughts
Google Ads is evolving quickly, with AI playing a bigger role in how campaigns are managed and optimised.
But while automation is improving, strategy still matters more than ever.
Reviewing your Recommendations tab regularly ensures you stay in control of your account — while still benefiting from the best of what AI has to offer.
Need help reviewing your Google Ads account or improving performance?
Get in touch with Air Digital.
