Optimisation score is an estimate of how well your Google Ads account is set to perform. Optimisation score runs from 0% to 100%, with 100% meaning that your account can perform at its full potential.
Along with the score, you’ll see a list of recommendations that can help you optimise each campaign. Each recommendation shows how much your optimisation score will be impacted (in percentages) when you apply that recommendation. Applying or dismissing these recommendations changes the overall optimisation score of your account. Optimisation score is available at the campaign, account and manager account levels.
How Google Ads calculates optimisation score
Optimisation score is calculated in real time, based on the statistics, settings and the status of your account and campaigns, the relevant impact of available recommendations and recent recommendations history.
Optimisation score and available recommendations can change based on many factors, ranging from your settings to trends in the ads ecosystem. You may see a different score and a new set of recommendations when these changes happen.
Working with recommendations
Optimisation score comes with recommendations on how to improve the performance of your campaign. These recommendations are based on performance history, campaign settings and Google search volume and trends.
Each recommendation comes with a score uplift, which is a value from <0.1% to 100%. Score uplift reflects the estimated impact of the recommendation on overall campaign metrics, when possible.
It may be possible that the total score, if all individual recommendation scores were added up, could add to more than 100. This is because when you apply some recommendations, they’ll invalidate a few other recommendations.
For example, when you're on the Recommendations page for your account and apply a recommendation that has a score uplift of 5%, your account’s optimisation score increases by 5%. Your account can reach an optimisation score of 100% by applying or dismissing all recommendations.
Recommendations can help you get more out of your budget, by improving your bidding, keyword and ads, which may increase the overall performance and efficiency of your campaigns.
To apply a recommendation, click View on the recommendation you want to use and then click Apply. To apply all recommendations within a specific type, click Apply all in the recommendation card.
If a recommendation doesn’t seem relevant to your ad campaign, you can dismiss the recommendation. To dismiss a recommendation, hover your cursor over the top right corner of the recommendation and then click the X to dismiss the recommendation. To dismiss all recommendations within a specific type, click the 3-dot icon in the recommendation card and then click Dismiss all. You can see the total score attributed to dismissed recommendations. A dismissed recommendation can reappear after a certain period if it becomes relevant.