Description
Google Ads Optimization Score: What It Is, How It Works, and How to Improve It
Running Google Ads without understanding how your account performs is like flying blind. With budgets at stake and competition always present, having a clear performance indicator can make all the difference. One of the most helpful tools Google offers advertisers is the Google Ads Optimization Score—a real-time estimate of how well your account is set up according to best practices.
This guide will walk you through what the Optimization Score is, how it's calculated, and—most importantly—how to improve it for better results.
What Is the Google Ads Optimization Score?
The Google Ads Optimization Score is a percentage between 0% and 100% that reflects how well your campaigns align with Google’s recommended practices. It considers elements like your bidding strategy, ad relevance, use of extensions, landing page quality, and more.
You'll see this score on your campaign dashboard, accompanied by suggestions from Google on how to raise it. These suggestions include specific actions—like adding new keywords, changing bid strategies, or improving ad creatives—each weighted by potential impact.
A higher score doesn’t guarantee more conversions, but it usually indicates better ad hygiene and structure.
Why Is the Optimization Score Important?
The score gives you:
- A quick overview of account health
- A priority list of improvements to boost performance
- A dynamic way to optimize without needing third-party tools
Even experienced advertisers use it to catch blind spots and validate their strategies.
Where to Find Your Optimization Score
You can find your Optimization Score in your Google Ads dashboard under each campaign. Simply:
How Google Calculates the Optimization Score
The score is based on both real-time account data and the implementation of Google’s recommendations. It considers:
1. Account Performance Metrics
Google looks at CTR, conversion rate, Quality Score, and ad relevance to see how your ads are performing.
2. Campaign Setup & Settings
This includes bid strategy, conversion tracking, and how well your campaign matches best practices.
3. Recommendation History
Google tracks whether you accept, dismiss, or ignore suggestions. Accepted changes often result in a higher score.
4. Active Campaigns Only
Paused or deleted campaigns do not impact your Optimization Score.
Optimization Score vs. Quality Score
Many confuse the two, but they’re different:
Metric
Optimization Score
Quality Score
Purpose
Measures adherence to best practices
Measures relevance of ads/keywords
Level
Campaign or account level
Keyword level
Updated
In real-time
Based on auction history
Use Case
Improves structure & efficiency
Affects ad position & CPC
In short: Optimization Score guides your setup; Quality Score evaluates your ad performance.
How to Improve Your Google Ads Optimization Score
Now let’s talk about what you can do to actively raise your score and improve your results.
1. Review and Apply Google’s Recommendations
Head to the Recommendations tab and look for action items like:
- Add new high-volume keywords
- Remove duplicate or redundant keywords
- Use Responsive Search Ads
- Implement Smart Bidding strategies (e.g., tROAS, tCPA)
- Add ad extensions (callouts, sitelinks, structured snippets)
- Fix disapproved ads or broken URLs
Each recommendation shows how much it could improve your score (e.g., +4%).
Tip: You don’t have to apply all suggestions—only those that align with your goals.
2. Enable Conversion Tracking
If Google can’t see what conversions you’re getting, it can’t optimize properly. Set up conversion actions (e.g., form submissions, purchases) and link your Google Analytics account.
3. Improve Your Landing Page Experience
Your landing page affects both Quality Score and Optimization Score. Improve it by:
- Making it mobile-friendly
- Increasing load speed
- Aligning content with your ad’s message
- Using strong calls-to-action
4. Use Automated Bidding (If It Fits)
Google favors smart bidding strategies because they adjust in real-time and usually perform better at scale. Options include:
- Maximize Conversions
- Target CPA (Cost-per-Acquisition)
- Target ROAS (Return on Ad Spend)
Just make sure your conversion tracking is set up before switching.
5. Expand Keyword Coverage
Use Google’s keyword recommendations to:
- Add high-performing queries
- Remove underperforming ones
- Test broad match with Smart Bidding for discovery
6. Regularly Audit and Refine Campaigns
Your Optimization Score is dynamic. Set a weekly or bi-weekly schedule to:
- Review score changes
- Apply or dismiss new recommendations
- Check alignment with your actual business KPIs
Additional Metrics to Track Alongside Optimization Score
While Optimization Score is helpful, it’s not the only thing you should monitor. Combine it with:
- Click-Through Rate (CTR) – Higher CTR usually means better ad relevance
- Conversion Rate (CVR) – Key for tracking ROI
- Cost Per Conversion (CPA) – Know how much each lead/sale costs
- Return on Ad Spend (ROAS) – Ideal for ecommerce-focused businesses
- Search Impression Share – Gauge your share of total possible views
- Quality Score – As mentioned, it’s a core metric at the keyword level
What If Your Score Is Low?
A low Optimization Score (under 60%) usually means:
- You have unaddressed issues (e.g., disapproved ads, missing extensions)
- You haven’t adopted recommended features
- Campaign settings are outdated (e.g., manual bidding without automation)
What to do:
- Go to the Recommendations tab
- Apply changes that make sense for your campaign
- Avoid accepting irrelevant suggestions just to boost the score
Does a High Optimization Score Guarantee Better Performance?
Not necessarily.
An Optimization Score of 90% or above means you’re following best practices—but that doesn't always equal higher conversions. Make sure to align your score improvements with your actual marketing goals (e.g., ROI, lead volume, CPA).
FAQs About Google Ads Optimization ScoreQ1: Is Optimization Score the same as campaign performance?
No. It measures setup quality, not actual ROI. Use it as a guide, not a final verdict.
Q2: Should I follow every recommendation?
Only apply recommendations that align with your goals. Ignore ones that conflict with your brand or strategy.
Q3: Does dismissing a recommendation affect my score?
Yes. Dismissing counts as addressing it, and your score may adjust accordingly.
Q4: How often should I check my Optimization Score?
Weekly reviews are ideal. Frequent checks help you act quickly on new suggestions.
Final Thoughts
The Google Ads Optimization Score is one of the most useful tools for advertisers looking to maintain high-performance campaigns. It offers a smart, real-time look at how well your account aligns with best practices and where you can improve. But like any metric, it should be used alongside your real business KPIs—not in place of them.
Focus on strategic improvements, track the right performance data, and align your Google Ads setup with your business goals. With this approach, your Optimization Score won’t just look good—it’ll mean something.
https://agrowth.io/blogs/google-ads/google-ads-optimization-score