An advertising executive takes over a Google Search ads campaign. On his Google Ads Recommendations page he notes that the campaign’s optimization score is 40%. What does this score indicate?

• The campaign score has 60% headroom to improve.
• The campaign is 60% less optimal than other company campaigns.
• The campaign is running 40% over budget.
• 40% of the revenue she allocates to her campaign is being used in the wrong areas.

OR

• The campaign’s budget needs to be raised by 22% to be fully optimized.
• 22% of the revenue she allocates to her campaign is being used in the wrong areas.
• The campaign could be improved by 78% if the listed recommendations are followed.
• Her campaign is being outperformed by 78% of businesses like hers.