Have you ever looked at the recommendations tab which Google promotes in your account? It’s full of ‘helpful’ suggestions that at a click of a button will instantly ‘improve’ your account performance. In fact, they are so useful, that sometimes Google reps will even contact you directly and suggest you action the changes, even when you are paying someone to manage your account (like us!)

The reality is that yes, Google would like your Ads account to work for you. They want you to continue advertising with them after all. But more than anything, they want you to spend MORE money with them. They care less about your business goals and far more about how many times a month your credit card gets billed. It’s obvious in most recommendations they suggest.

Call me cynical. But here are 2 recommendations I guarantee you will NEVER see in your account –

Lower your campaign budget

You are spending too much budget on this low performing campaign. Your CPA is too high. Lower your spend or move it to a higher-performing campaign.

Lower your Target CPA

Your campaign is limited by budget, by lowering your target CPA you could achieve more conversions for the same campaign budget.

I've had a lot of conversations with clients over the years and from memory I'd say they rarely go along the lines of "can we spend more money for the same number of leads please?"