What is “Optimised Targeting” in Google Ads?
Optimised Targeting is a setting at the ad group level in Google Ads.
When enabled, Google expands your reach by showing ads to people outside of your chosen audience segments if their systems predict those people are likely to convert.
It is enabled by default in new ad groups.
Your audiences are treated as signals, not strict boundaries, meaning Google may extend targeting beyond the groups you’ve chosen.
It can only be switched off at the ad group level. There is no campaign-wide toggle.
Why should I turn it off?
Optimised Targeting can quickly divert spend away from your chosen audiences.
Instead of serving only to the groups you’ve selected, Google expands reach far beyond them - sometimes accounting for 80-90% of total budget [Source].
This can create problems for certain accounts. For example, local businesses could see leads from outside their service area, B2B campaigns could pick up clicks from students and job seekers, and remarketing campaigns lose focus when “similar” audiences are added in.
How does this Improvement work?
Opteo scans your account and flags ad groups using Optimised Targeting. For each case we find, we’ll show you how long it’s been enabled.
For example: “This ad group was first found to be opted into Optimised Targeting 63 days ago.”
With one click in Opteo, you can disable the setting in Google Ads. No digging around in menus - just quick action to keep your targeting on track.
And because Opteo is always checking your account, you get peace of mind that you won’t accidentally miss this setting if it’s meant to be off - even across multiple campaigns and accounts.
When can Optimised Targeting help?
While often unhelpful, there are edge cases where Optimised Targeting may add value:
New accounts with very limited data. Google can build signals faster.
Broad awareness campaigns where reach matters more than efficiency.
Products with mass appeal, e.g. food delivery apps or consumer electronics.
Testing & discovery campaigns. Advertisers sometimes run a dedicated “exploration” campaign with Optimised Targeting on.
If it makes sense to leave the setting enabled, you can dismiss the Improvement instead.