About ad rotation settings

Ad rotation is the way in which we deliver your ads on both the Search Network and the Display Network. 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. Use the ad rotation setting to specify how often you'd like the ads in your ad group to be served relative to one another.

This article explains the two settings for ad rotation.


This setting optimises your ads for each individual auction using signals like keyword, search term, device, location and more.

Powered by Google’s machine learning technology, the 'Optimise' setting prioritises ads that are expected to perform better than other ads within an ad group. All video campaigns are automatically optimised for views.


If you’re using Smart Bidding, which prioritises conversions, Google Ads will automatically use the 'Optimise' ad rotation setting.

How it works

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, if ads in an ad group have similar performance or if the ad group does not receive a substantial amount of impressions and clicks for some period of time.

Bear in mind

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.

Rotate ads indefinitely

The 'Rotate ads indefinitely' setting delivers your ads more evenly into the ad auction, but does so for an indefinite amount of time and doesn't optimise.

Because this option allows lower-performing ads to run as often as higher-performing ads for an indefinite period of time, this option isn't recommended for most advertisers.

Bear in mind

With the 'Rotate ads indefinitely' option, the percentage of impressions for ads served in the ad group will be more even than the other ad rotation options. However, because the quality of the ads differ, and quality is used to determine where an ad appears, or if it even appears at all, the percentage of impressions for each ad may not be perfectly even. 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.

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