Apply turns a recommendation into a real Google Ads change, immediately.
The change is made in Google Ads on the spot - a budget update, a strategy switch, a target adjustment, or a campaign pause.
The change is recorded in the audit trail with its before and after values.
The recommendation is marked applied.
The cooldown clock starts for that campaign - no further changes to it until the learning window expires.
Budget adjust - raise or lower the daily budget.
Bidding strategy switch - e.g. Manual CPC → Maximize Conversions with a tCPA.
Target adjust - change the tCPA or tROAS value.
Campaign pause - for stalled campaigns (zero conversions, real spend); this supersedes any bid/budget suggestion for that campaign.
Schedule-driven reduction - a budget trim for ad-schedule campaigns affected by Google's March 2025 pacing change.
RELATED ARTICLES
Reverting a change
Every applied change has a road back.
Cooldown windows
Every change type has a stabilisation window. The longest wins.
Reading a decision card
Everything behind a recommendation, on one card.
