[AMA] “What’s the one Google Ads setting beginners almost always get wrong and waste the most money on?”

A coaching client asked:

“What’s the one Google Ads setting beginners almost always get wrong and waste the most money on?”

My answer, based on 80+ audits and Google Ads Strategy Calls: it’s the “Auto-Applied Recommendations” (AAR) trap.

AARs are the digital equivalent of letting a hungry wolf manage your sheepfold. 

While Google pitches it as “AI-powered efficiency,” it’s more like a revenue-padding feature for Google, not a performance-booster for you.

Here are some examples:

1. Google will automagically start broadening your targeting (keywords) -> more clicks from irrelevant user queries, with lower conversion value.
2. Google will switch bidding strategies -> higher CPC bids for clicks with similar/lower conversion value.
3. Google will create new creatives that look fancy but are generally clickbait -> higher CTRs, lower CVRs.
4. Google will increase campaign budgets because, yes, there is more demand. Just not at the same acquisition costs.

My recommendation: turn AAR off, look at what it promises to “optimize for you,” then optimize it yourself.

Always ask yourself: is this recommendation in line with my objective, or somebody else’s?

My 2 cents.

– Nils