The most important thing to know about Google is that they don’t see your ad as being in competition with the other ads; they see all ads as competition to the organic results. Organic clicks are free, so Google wants as many as possible to be on an ad. When Google makes a recommendation, it’s to increase the likelihood that your ad will get a click instead of an organic result getting that click. As such, Google is making the same recommendations to everyone, which means they aren’t recommendations specific to helping your business. They exist strictly to help Google. These recommendations won’t bring you more conversions without additional cost that perhaps pushes beyond your budget, and/or does so at a higher cost per conversion. There is such a thing as a point of diminishing returns with any marketing channel, but for Google, that occurs when the potential to spend has maxed out, not when the potential to generate more conversions at an acceptable cost or quality has decreased. (The best way to do that is explained in another article called <a>Why Conversion Rate is your most important success metric</a>.) A few recommendations are actually helpful, such as when you need to be alerted to disapproved ads or when negative keywords that have been added are conflicting with active keywords being used for targeting. But these are actually “alerts” and used to be why this feature existed in Google Ads. Now that bell icon will open up to all kinds of recommendations that are not so useful, such as just suggesting that you raise your budget (defeating the purpose of having a budget). Most recommendations center around automated bidding, such as suggesting using the “enhanced” option if using manual bidding, or pushing a total change in bid strategy to something such as “Target Impression Share” or “Maximize Conversions”. (Note: Using automated bidding relative to conversions often results in a coincidental increase in low-quality conversions for non-ecommerce websites.) This is all to allow Google to control your bids, so that they can control their quarterly reports and always show an increase in average CPC. A drop in that metric will drop their stock. (This happened in 2012 and resulted in such a drop that trading had to be halted <a>,at%203%3A20%20PM%20EST.</a>.) The Optimization Score of a campaign represents how many of Google’s recommendations have been implemented. You can dismiss them and artificially get this score to 100%, but it really should just be ignored. Do what is in the best interest of maximizing the return on your ad spend, not what will make your ad more appealing to potentially the wrong audience. Don’t just add any ad format or ad extension just because Google recommends it. In fact, lots of Google Ads options are ideal only for certain types of businesses, but Google will recommend them to everybody. So watch for true alerts and act on those, and feel free to ignore the rest.