Getting the Most from Google Ads: What Really Works?
Running Google Ads can sometimes feel like trying to hit a moving target. Just when you’ve got everything set up, Google starts offering more suggestions—also called “recommendations.” Some of these are helpful and can improve your ad performance. But let’s be honest—others can waste time, money, and may even pull your campaign off track.
So, how do you know which Google Ads recommendations are worth your attention?
In this blog post, we’re breaking down the top recommendations that are actually worth implementing. We’ll also show you how to get the best possible results from your ad spend—without getting lost in all the options.
Why Google Gives You Recommendations
If you’ve ever run a campaign on Google Ads, you’ve probably seen that “Recommendations” tab. It’s Google’s way of offering tips to make your ads perform better. These suggestions are based on your campaign data, market trends, and Google’s best practices.
Some are solid. Others are more in Google’s interest than yours.
But when used wisely, these suggestions can actually help you:
- Improve ad performance
- Reach more potential customers
- Improve Quality Score
- Increase ROI from ad spend
Now let’s dive into the recommendations that truly make a difference.
1. Use Responsive Search Ads (RSAs)
Google is pushing Responsive Search Ads hard—and for good reason.
With RSAs, you enter multiple versions of headlines and descriptions. Google then mixes and matches them to see which combinations perform best.
Think of it like creating your own mini focus group for your ads—without the cost. You’re basically letting Google A/B test your copy automatically.
Why it works: RSAs allow Google’s machine learning to figure out which message works best with different users in real-time.
Quick Tip: Don’t delete your existing Expanded Text Ads. Use both RSAs and Expanded Text Ads in the same ad group. Over time, switch to only RSAs as they outperform static ads in most cases.
2. Add Broad Match Keywords—But Only with Smart Bidding
You’ve probably heard horror stories about broad match keywords wasting money. But here’s the catch—they only cause problems if you’re not using Smart Bidding.
Smart Bidding + Broad Match = Strong Combination
That’s because Smart Bidding adjusts your bids based on who is searching and how likely they are to convert.
Example: Let’s say you sell eco-friendly water bottles. A broad match keyword like “water bottle” might normally be too wide. But with Smart Bidding, Google can show your ad only when the user behavior suggests they’re likely in the market for what you offer.
When to skip: If you’re still using manual bidding, broad match can be risky. Stick with phrase or exact match until you’re ready for automation.
3. Use Dynamic Search Ads to Fill in the Gaps
Are you missing out on customers simply because your keyword list isn’t complete? That’s where Dynamic Search Ads (DSAs) come in.
Instead of relying on keywords you set, DSAs use the content on your website to match search queries. They automatically generate headlines and landing pages that are closest to what the user is looking for.
It’s like opening a window for Google to find new opportunities that you’ve overlooked.
Best for: Large e-commerce sites or websites with lots of landing pages.
Not ideal if: Your website lacks strong SEO or clear product descriptions. DSAs rely heavily on how your content is organized.
4. Add More Ad Assets (Formerly Extensions)
This is a quick win that so many advertisers forget about.
Ad assets (like callouts, sitelinks, images, and structured snippets) give users more reasons to click—without costing extra.
Benefits:
- Increased visibility on search results
- Higher click-through rates
- More opportunity to share value quickly
Plus, Google uses your ad assets to decide how your ad shows up in search results. So, more assets can actually lead to better placement.
5. Take Advantage of First-Party Data
In today’s privacy-first world, first-party data is gold. It’s data you own—like customer email lists, previous buyers, or website visitors.
By uploading this to Google Ads or linking it through Customer Match, you can reach users who’ve already interacted with your brand. These folks are much more likely to convert.
Example: If someone bought from you before, you can target them with repeat offers or upsells.
Pro tip: Set up remarketing lists and combine them with Smart Bidding for maximum results.
6. Turn On Enhanced Conversions
This setting helps Google track more conversions from your site—even if customers block cookies or switch devices.
With Enhanced Conversions, you send hashed (secure) customer data like email or phone number, which helps Google spot when a conversion happens—even when traditional methods fail.
Activation is easy and only takes a few minutes using Google Tag Manager.
And no, it doesn’t violate privacy laws. Google hashes the data and uses it only to improve ad tracking.
7. Lean into Value-Based Bidding
Not all conversions are created equal. Some sales are worth more than others. That’s where value-based bidding comes in.
You still let Google automate your bids, but now it’s optimizing based on the value of each sale—not just whether someone clicked “Buy.”
Why this matters: It allows Google to pursue higher-value customers, not just traffic.
Example: Selling a $500 service shouldn’t be treated the same as a $20 product. Value-based bidding ensures your ads account for revenue, not just clicks.
What to Skip (Most of the Time)
Now that we’ve covered recommendations you should consider, let’s talk about the ones you might want to pass on.
- “Raise your budget” suggestions—without performance improvements
- Automatically switch to broad match with no Smart Bidding
- Merge campaigns or ad groups just to simplify—this can hurt control and performance
Always remember: Google’s advice is generic. It doesn’t know your full strategy or business goals. That’s why you should approach recommendations like you would free samples—try what feels right, leave the rest.
How to Evaluate Google’s Suggestions
Google Ads shows you an Optimization Score. This is a percentage (0–100) that reflects how well your campaign is tuned, according to Google.
Here’s a quick guide to working with it:
- Above 80%: You’re doing well. Focus on tweaks and experimenting.
- 50%–80%: Plenty of room to use Google’s smarter features like RSAs and Smart Bidding.
- Below 50%: Start with foundational changes—tighten up keywords, improve ad copy, and look at conversions.
But don’t obsess over hitting 100%. Some suggestions may be totally irrelevant to your business. Use your judgment.
Final Thoughts
Managing Google Ads can sometimes feel overwhelming. There are so many levers to pull, buttons to push, and suggestions to consider. The key is knowing which tips can truly boost your results—and which just add noise.
If you follow the right recommendations—like RSAs, Smart Bidding with broad match, asset enhancements, and Enhanced Conversions—you’ll be on a stronger path.
And remember: Google Ads isn’t “set it and forget it.” check your campaigns regularly. Keep testing. Keep learning. That’s how you win.
Need Help Optimizing Your Google Ads?
If you’re feeling stuck or not sure where to start, consider working with a certified Google Ads expert or agency. They can help audit your campaigns and apply the right strategies, tailored to your goals.
Better yet, try making just one change from this list today. A small step can lead to a big jump in performance over time.
More Tips Coming Soon…
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You’ve got this. And now you’ve got a smarter way to handle Google Ads recommendations, too.
