Google Ads is full of recommendations designed to “improve performance.” From bidding strategy changes to keyword suggestions and automation prompts, it’s easy to assume these are best practices.
The reality is more complicated.
In our experience managing SEO and PPC campaigns, the timing and context of applying Google’s recommendations can make a significant difference in results.
Automation Isn’t the Problem, Timing Is!
Google frequently pushes advertisers toward Maximise Conversions or Target CPA way too early on in a campaign. While these strategies can be effective, they rely heavily on quality conversion data first.
If that data isn’t there yet, Google simply looks for the easiest way to generate conversions, which often leads to low-quality leads and rising costs, getting you to spend more money than necessary. On paper, performance may look better, but commercially, results often worsen in the long-term.
Automation works best once an account has stability, volume, and clear signals, not from day one.
The Risk of Broad Match Keywords
Broad match keywords are another common recommendation, often framed to capture more ‘relevant’ searches. In practice, they can significantly reduce control over search intent and quickly inflate spend.
Without strong negative keyword management, broad match opens the door to loosely related queries that were never likely to convert, which you are paying for. Google benefits from broader reach and higher spend, but advertisers don’t always see the same upside.
Reviewing Recommended Keywords Is Important
Google may suggest auto-apply recommended keywords, but it’s still essential to do your own research first before potentially applying these keywords. Average monthly searches and estimated cost per click’s are two important factors that need to be reviewed before deciding whether a keyword is worth using in a campaign. More traffic around a keyword doesn’t necessarily mean better performance.
Be Careful Removing “Redundant” Keywords
Google may suggest removing “redundant” keywords, but these recommendations can be misleading. Sometimes, keywords that appear similar are actually performing well in your campaign. Always review performance metrics before making any changes, removing a keyword without checking can damage your results.
Focus on Strategy, Not the Score
Google Ads recommendations are influenced by the platform’s own benefit. It doesn’t mean that these recommendations are useless, it means they follow critic before applying them as best practice. The best results come when automation supports a clear strategy, rather than replacing it. A higher optimisation score may look good, but profitability and lead quality matter far more.
If you’re unsure on what’s truly best practice for your account, let one of our PPC account managers review it. We’ll ensure your campaigns are set up to deliver the best results, efficiently and strategically!
Hannah Wheatley- PPC Account Manager
Hannah Wheatley is a PPC Account Manager specialising in managing and optimising paid advertising campaigns. She helps businesses grow their online presence, increase visibility, and drive measurable results through data-driven strategies.