Let’s talk about something many Google Ads users are thinking, but few say out loud: Is Google actually trying to help me succeed, or just trying to get me to spend more money?
If you have spent any time inside a Google Ads account, you have seen the little blue “Recommendations” tab glowing like a Christmas light. It promises optimization, better performance, and more conversions.
Sounds good, right? But here’s the thing—not all recommendations are created equal. Some feel suspiciously like, well, thinly veiled nudges to increase your ad spend.
Google's Incentives Are Not Always Your Incentives
Google’s core business model is ad revenue. When they suggest you “increase your budget to capture more impressions,” it’s not because they’re deeply concerned about your ROAS—it’s because more impressions mean more ad dollars for them.
That does not mean all suggestions are bad. Some are actually useful, like fixing disapproved ads or improving your ad strength score. But the smart advertiser knows how to separate signal from noise.
My Take: Useful Tool, Not Trustworthy Coach
As someone who has managed and audited hundreds of campaigns (including for plumbers, HVAC pros, lawyers—you name it), I’ve learned this: Google Ads is a powerful tool. But you can’t treat it like a partner. You have to treat it like a tool with its own agenda.
It’s a bit like your GPS trying to reroute you through a toll road just because it’s slightly faster. Sure, it might save you two minutes—but it costs more, and there’s a better free road if you just zoom out and look.
So What Should You Watch Out For?
Here are a few common traps:
- Budget Increases: The “raise your daily budget” nudge is a classic. But unless your conversion rate is stellar and you’re limited by budget, this can just burn more cash.
- Broad Match Keywords: Google loves to push broad match. But broad match without tight negative keyword control is like throwing a wide net in murky water—you’ll catch a lot of junk.
- Auto-Applied Recommendations: If you’ve got these turned on, check them now. Google can literally change your bids, keywords, and even ads automatically. That’s not optimization—that’s roulette.
What Google Could Be Doing Better (But Isn’t)
Let’s dream for a second. Imagine if Google actually gave recommendations to save you money. Like suggesting better negative keywords, or pointing out internal competition where two campaigns are bidding on the same queries. Or maybe a heads-up when your landing page is hurting conversions.
They could do that. They have the data. But let’s be honest—it’s not in their best interest because those changes might reduce your ad spend.
Use AI (and Your Own Brain) to Fill the Gap
The good news? This is exactly where tools like PPCrush.ai come in. We’re building features that give real advice—like identifying keyword overlaps, surfacing opportunities for negative sculpting, and showing which parts of your spend are wasteful.
We don’t just parrot Google’s suggestions. We dig in, find the nuance, and help you make decisions that actually help your business, not just Google’s bottom line.
Final Thought: Be Skeptical, Be Strategic
Look, Google isn’t evil. But they’re not your co-pilot either. They built a money-making machine, and it works exactly as designed. That’s fine—so long as you recognize that and stay in the driver’s seat.
Use their tools. Take the useful bits. Ignore the rest. And if you ever feel like you’re flying blind, bring in a human—or an AI assistant with no skin in the game—to give you the honest view. Because sometimes the best optimization is saying, “No thanks, Google. I see what you’re doing.”
At Kuware, we don’t just follow Google’s recommendations—we challenge them. Whether you are tired of burning budget on vague suggestions or ready for smarter, data-backed optimization, our PPC experts and specialized AI tools are here to work for you, not Google.
Contact us and let’s audit your account, separate what works from what wastes money, and help your business grow with intention, not autopilot.
