Google just dropped a new feature inside Google Ads called Personalized Growth Plans, and it’s starting to roll out now. These are custom recommendations built around your account’s goals, and they’re designed to help advertisers grow more efficiently.

Via Govind Singh Panwar on X

Let’s break down what’s happening, what it means for you, and what we’re doing about it.

What’s Changing

Google’s been giving us recommendations in the account for a while, usually things like “raise your budget” or “add broad match keywords.” Nothing new there.

But this is different.

Personalized Growth Plans are more tailored. Instead of random one-off tips, these are full-growth roadmaps based on your goals—like driving more leads, getting more sales, or increasing revenue. They’re tied directly to your account setup and performance history.

The plan pulls in specific recommendations across campaigns and gives you step-by-step actions to take. It also tracks progress over time so you can see how you’re pacing toward your targets.

How This Affects You

This could be a great tool, but it’s still got some limitations.

Here’s how this could help:

• More useful direction: If you’re not sure where to focus in your account, this could point you in the right direction.
• Goal-based plans: It’s not just “do more” anymore—it’s “do more of what works for your goals.”
• Better transparency: You’ll get a sense of how Google thinks your campaigns should evolve over time.

That said, this isn’t a magic fix:

• Still machine-driven: The recommendations are still automated, so sometimes they’ll push broad match too hard or prioritize spend over efficiency.
• Not a strategy substitute: A roadmap is nice, but it can’t replace real human insight from someone who knows your business.
• Not rolled out everywhere: You might not see it in your account just yet, it’s still a gradual rollout.

If you’re a Digital Position client, don’t worry, we’re still following your tailored growth strategy (and its always way more tailored than this). But we’ll be keeping an eye on this tool to see if anything useful comes out of it that we can apply.

What’s Next

If you’re managing your Google Ads account on your own, here’s what you should do when these personalized growth plans show up:

• Look at the big picture: Don’t blindly accept every recommendation. Make sure each suggestion actually lines up with your real business goals—like leads or sales—not just clicks or spend.
  Check the data behind it: Before making a change, review past performance. Has that keyword type or bidding strategy worked for you before? If not, think twice.
  Start small: Test one recommendation at a time instead of applying everything at once. That way, you’ll know what’s helping and what’s not.
  Watch your budget: Some tips (like switching to broad match or raising bids) can spike spend fast. Keep a close eye on how it affects your cost per lead or ROAS.
  Track progress manually: Google will track some of this in the plan, but you should still compare results in your main reporting dashboards so you have a second source of truth.
• Don’t skip the strategy: These plans are reactive. They’re not a replacement for having a full growth strategy built around seasonality, creative testing, funnel stages, or LTV.
  

Want help figuring out if these plans make sense for your account? Send us a message and we’ll review it with you. We’ll tell you what’s helpful, what’s noise, and how to move forward smarter.