Optimization score

100% means every open recommendation has been applied or dismissed. Each recommendation carries a score uplift, and dismissing it raises the score just as applying it does. So the score is a checklist of Google's suggestions, not a measure of sales, cost per acquisition or return on ad spend.

Where you'll see it

In Google Ads, open Campaigns > Recommendations. The score is at the top of the page, with each recommendation's uplift next to it, and you can add an Optimization score column in the Campaigns table. Meta has a comparable "Opportunity score" in Ads Manager, built the same way from its own recommendations.

Worked exampleAn account at 72%

• "Raise your budget": +12%. A campaign goes from $50 to $80 a day, an extra $30 × 30 = $900 a month.
• "Add broad match keywords": +9%.

Applying both could take the score to about 93% and add $900 or more of monthly spend, with no evidence yet that sales would follow. Dismissing both with a reason gives the same score increase at no cost.