What Google says
In Google's own words, when you turn on "Automatically apply recommendations", "the recommendations will apply regularly." You choose recommendations individually or in the "Maintain your ads" and "Grow your business" bundles, and Google says auto-applying won't increase your budget. (Google help center)
What it can change
Google's list includes adding broad match keywords and keywords, removing conflicting negative keywords, targeting expansion, Google search partners, switching to Smart Bidding strategies such as Target CPA or Target ROAS, adjusting targets, and improving responsive search ads. Since January 26, 2026, it no longer adds new responsive search ads. Several of these change how a campaign matches or bids, and a bid strategy change sends the campaign back into its learning period.
How to check and turn it off
Go to Recommendations in the Campaigns menu, then Auto-apply settings. Uncheck recommendations and save, or select one in the History tab and choose Disable. Change history lists applied changes, who made them, and when, as we walk through in Google's recommendations rewrote the account. (Google help center)
Our position
We keep auto-apply off and review recommendations by hand. Optimization score reaches 100% by applying or dismissing recommendations, so dismissing the ones that don't fit the account is a valid choice, not a failure.
Common questions
What are auto-apply recommendations in Google Ads?
They are an opt-in setting that lets Google apply selected recommendations to your account automatically and regularly. You choose which recommendation types, and the setting works at account level.
How do I turn off auto-apply recommendations?
Go to Recommendations in the Campaigns menu and select Auto-apply settings. Uncheck the recommendations you want to stop and select Save, or open the History tab, select the recommendation and choose Disable.
Can auto-apply raise my Google Ads budget?
No. Google says auto-applying recommendations won't increase your budget and that budget raising isn't included. A person or tool accepting a budget recommendation manually can still raise it.
How do I see which recommendations were auto-applied?
The History tab in Auto-apply settings shows which recommendations are on, how often they applied in the past week and when they were turned on. Change history lists individual changes and the user who opted the account in.
Does applying recommendations improve performance?
Not necessarily. Optimization score, which recommendations raise, is Google's estimate of how well an account is set to perform, and Google says you can reach 100% by applying or dismissing recommendations.