Google Ads often presents advertisers with “Recommendations” that promise improved performance—sometimes even offering to apply them automatically. While these can seem like time-saving shortcuts, they’re not always aligned with your business goals. In some cases, they can harm performance and profitability.
In this post, we’ll explore why you shouldn’t blindly trust Google Ads recommendations, using a real-world scenario to illustrate the risks and offering practical tips to safeguard your campaigns.
The Problem With Auto-Applied Changes
In early 2023, Google expanded its “Remove Redundant Keywords” feature. Previously, it only targeted duplicate match-type keywords within the same ad group. After the update, it began removing keywords across all match types—even when those keywords were not actually redundant.
This change led to unintended consequences for many advertisers.
When Automation Hurts Performance
In one real example, a brand’s top-performing exact-match keyword was automatically removed as “redundant.” Here’s what happened:
- Conversions dropped by more than half within days.
- Cost-per-click (CPC) increased by over 130%, making each conversion significantly more expensive.
The issue? The keyword in question was not redundant at all—it was a high-value, revenue-driving term. Removing it eliminated a critical traffic source.
Why This Happens
Google’s automated recommendations are based on algorithmic efficiency, not your unique business priorities. The system might see a similar broad-match term and decide the exact-match version is unnecessary, without understanding the nuances of audience intent, profitability, or conversion quality.
The Smarter Way to Use Google Ads Recommendations
Automation is not the enemy—but it should be used strategically. Here’s how to make it work for you instead of against you:
- Manually Review Recommendations
Never enable “auto-apply” for critical campaign changes without reviewing them first. - Protect High-Value Keywords
Identify your top performers and ensure they cannot be removed without manual approval. - Use Automation Layering
Set up custom rules and alerts to monitor CPA, ROAS, and other KPIs. - Check Performance After Every Change
Track conversions and costs to ensure recommendations are actually improving results.
Key Takeaways
- Google Ads recommendations can be helpful, but they are not always aligned with your business goals.
- Auto-applied changes can remove high-performing keywords and increase costs.
- Human oversight is essential—automation should support your strategy, not replace it.
Want to make sure your Google Ads campaigns are optimized for growth without risking performance? Contact me to get a tailored Google Ads audit and strategy plan.
For more detailed Google Ads tips, visit my Skool blog.
GoogleAds #PPC #OnlineAdvertising #DigitalMarketing #SEM
