Google Ads Optimization Score: How to Use It for Practical Results

Google Ads Optimization Score is easy to spot on your dashboard. But before you use it as your primary marker of campaign health, know this: it measures your alignment with Google’s best practices, not your business results. Understanding this helps you apply the score with purpose and avoid costly mistakes.

What Does the Optimization Score Actually Measure?

The Optimization Score ranges from 0% to 100%. It reflects the percentage of Google’s recommendations you’ve accepted—nothing more. A 75% score means you’ve implemented three-quarters of what Google suggests, not that you’re running at 75% of your campaign’s full potential. The score updates in real time as you make changes or dismiss suggestions. Every recommendation includes how much it could increase your score if adopted.

What Drives the Score?

Google feeds on your account statistics, campaign history, and settings to propose recommendations in six categories:

• Repairs: Fixes like broken URLs or rejected ads—always a priority.

• Bidding & Budgets: Pushes for automated bidding or higher spend.

• Keywords & Targeting: Advice to expand or refine audience reach.

• Ads & Extensions: Tips to improve ad copy or use extensions.

• Automated Campaigns: Encourages testing Google’s auto-managed tools.

• Measurement & Tracking: Ensures conversion tracking and analytics are live.

Impact varies by category. Repairs and tracking issues matter most and should move to the top of your list.

Common Limitations and Risks

Don’t confuse a high Optimization Score with strong campaign performance. Google’s recommendations often increase ad spend, and if applied incorrectly, they can lead to worse performance metrics. Here’s where marketers slip up:

• Accepting irrelevant tips—such as broad match keywords—may raise the score without lifting results.

• This can be especially problematic with auto-generated creative assets, which gives Google's AI the ability to make ads without review.

• Focusing on the score can distract from your real KPIs, like conversions or customer acquisition cost.

A 90% score isn’t a badge of honor unless aligned with revenue or lead goals.

How to Use Optimization Score Wisely

Treat the Optimization Score as a tactical checklist—not the finish line. Here’s an efficient approach:

• Fix the basics: Address repairs and tracking issues immediately. These directly support campaign integrity.

• Review automation suggestions critically: Only adopt automated bidding and campaign types when you have the volume and data to make them work.

• Skip what doesn’t fit: Dismiss recommendations that don’t make sense for your business. Don’t let irrelevant tips cloud your focus.

• Monitor impact: After adopting any change, track your real outcomes: conversions, ROAS, CPA. Adjust fast if results miss expectations.

A solid score—often in the 65–80% range—reflects proactive management that ignores the noise. (make into a quote, heading text)

Quality Score vs. Optimization Score

These metrics aren’t interchangeable:

• Quality Score influences ad position and cost, based on keyword relevance and performance.

• Optimization Score is a checklist, without direct impact on auction ranking or cost.

Keep your eyes on the metrics that actually drive business outcomes. Not sure about Google’s suggested changes? Book a call with the First Step Growth team.