When running Google Ads campaigns, advertisers often create multiple ads within the same ad group. But how does Google decide which ad to show and when? This is where ad rotation comes into play—a powerful yet often overlooked setting that can significantly impact your campaign’s performance.
In this post, we’ll break down what ad rotation is, the different options available, and when to use them—so you can make smarter decisions and get better ROI.
What is Ad Rotation?
Ad rotation refers to the way Google displays different ads within an ad group. If you have multiple ads in a single ad group, Google won’t show them all at once. Instead, it “rotates” them to determine which one performs best.
Think of it like A/B testing for ads—but automated.
Why Ad Rotation Matters
Your choice of ad rotation setting affects:
- Click-through rate (CTR)
- Conversion performance
- Budget efficiency
- Ad testing capabilities
Choosing the wrong setting can skew your data and reduce your campaign’s effectiveness.
Ad Rotation Settings in 2025
As of the latest updates, Google offers two main ad rotation options:
1. Optimize: Prefer Best Performing Ads
Google uses machine learning to automatically favor ads that are more likely to perform well (i.e., drive clicks or conversions). Over time, the better-performing ad will appear more frequently.
Best For: Most advertisers who want automation and performance without micromanagement.
Downside: Limits ad testing and control, as low-performing ads are shown less frequently, even if they’re newer.
2. Do Not Optimize: Rotate Ads Indefinitely
This setting gives all your ads equal chance to show, regardless of performance.
Best For:
- Running split-tests (A/B testing)
- Collecting unbiased data
- Testing ad copy or creative before optimization
Downside: Might lower CTR or conversions temporarily if weaker ads are shown too often.
Pro Tips from Ali Raza
- Start with “Rotate Indefinitely” if you’re testing new ad creatives or headlines.
- Switch to “Optimize” once you have enough data, so Google can automatically push your top-performing ads.
- Always monitor impression share, CTR, and conversion rate to evaluate performance post-rotation.
Final Thoughts
Ad rotation may sound technical, but it’s a crucial tool in your Google Ads arsenal. Mastering it means you can test smarter, scale faster, and ultimately—spend your ad budget where it truly matters.
For more actionable PPC tips and in-depth case studies, keep following AliRaza.co!
