Use ad rotation

The 'Ad rotation' setting allows you to specify how often you’d like the ads in your ad group to be served relative to one another. If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can be shown at a time. In this article, you'll learn about ad rotation settings.

Ad rotation settings

You can use the 'Ad rotation' setting in Shopping, Search and Display campaigns. There are 2 settings for ad rotation: 'Optimise' and 'Do not optimise'.


The 'Optimise' setting optimises your ads for clicks in each individual auction using signals (such as keywords, search terms, devices, locations and more), and prioritises ads that are expected to perform better than other ads within an ad group.

As data is accumulated, ad serving will become weighted more heavily in favour of the ads that look statistically likely to perform better. Ads expected to attract more clicks (and conversions if you’re using a Smart Bidding strategy) are delivered more often into the ad auction than other ads in the ad group. These ads show more often, resulting in higher ad-served percentages. However, it's possible for ad serving to remain relatively even within this setting. For example, if ads in an ad group have similar performance, or if the ad group doesn’t receive a significant amount of impressions and clicks for some period of time, ad serving might remain the same.


If you’re using Smart Bidding, which prioritises conversions, Google Ads will automatically use the 'Optimise' ad rotation setting.
Also, Ad Rank considers landing page experience and ad relevance (among other factors) when determining your ad’s position and whether it will show at all. A more relevant ad with a better landing page experience could lead to overall better performance.

Do not optimise

The 'Do not optimise' option delivers your ads more evenly into the ad auction for an indefinite amount of time.

Bear in mind

'Do not optimise' isn’t recommended for most advertisers. While the percentage of impressions for ads served in the ad group will be more even than the other ad rotation options, the percentage of impressions for each ad may not be even due to the quality of the ad. An ad with high quality may appear on the first page of search results, whilst an ad with low quality may show on the second page of search results, reaching a smaller number of users.


Set ad rotation for your campaign

  1. Sign in to your Google Ads account.
  2. Select Campaigns from the page menu on the left.
  3. Click the campaign you'd like to change.
  4. Click Settings in the page menu.
  5. Click Additional settings.
  6. Choose Ad rotation.
  7. Choose an ad rotation method: Optimise or Do not optimise.
  8. Click Save

Set ad rotation for multiple campaigns at once

  1. Sign in to your Google Ads account.
  2. Click Settings in the page menu.
  3. Tick the box next to the campaigns or ad groups that you want to change.
  4. Click Edit.
  5. In the drop-down menu, select Change ad rotation.
  6. Choose an ad rotation method: Optimise or Do not optimise.
  7. Click Save
Tip: While on the 'Settings' page for your campaigns, you can click the filter Filter icon to show only campaigns that match specific criteria. This can also help you make bulk changes to certain campaigns.

Set ad rotation by ad group

  1. Sign in to your Google Ads account.
  2. In the page menu, click Settings.
  3. Use the filter icon Filter to show only those campaigns that match specific criteria, including ad rotation.

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