Google Ads has begun rolling out a beta feature that puts a number on the growth advertisers are leaving on the table. The new Missed Growth Opportunity estimates now appear directly in the Recommendations tab, showing how much performance is being lost to budget or bid constraints.
Until now, this insight lived only in Google Ads Labs, a corner of the platform many advertisers never open. In this beta, it moves to the top of the Recommendations tab, alongside the other optimization suggestions advertisers already check regularly — a meaningful visibility upgrade.
The feature estimates the specific clicks, conversions, and conversion value (revenue) an account is missing due to budget or bid constraints, and it separates the cause: is it the budget that's too low, or the bid? Under the hood, it's a modeling exercise — Google simulates the performance lift an advertiser could expect from raising budget or bids, and it's rolling out gradually to eligible accounts.
Google itself flags an important caveat: these are directional estimates, not guarantees, and advertisers should validate them against actual account data before acting.
The practical upside is real: this gives marketers a ready-made, quantified case for a budget increase — turning "how much more could we make if we spent more" from a guess into a number pulled straight from the platform, broken out by budget versus bid as the constraint.
The caution is just as real. This is a platform vendor's model, built with an incentive to encourage more spend, so the projected revenue shouldn't become the target itself. The safer path is to test incremental budget increases in small steps, measure your actual marginal ROAS, and only scale once Google's estimate has proven out against your own data.
If you want a second set of eyes on validating these recommendations against your account's real performance, Best Partner's services cover paid media health checks, or reach out directly.
A beta feature in the Recommendations tab that estimates the clicks, conversions, and conversion value an advertiser is missing due to budget or bid constraints.
It now surfaces at the top of the Recommendations tab for eligible accounts; previously the same insight was only available in Google Ads Labs.
No. Google describes them as modeled, directional estimates and recommends validating them against your own account data before increasing budget or bids.
Test incremental budget or bid increases in small steps, track actual marginal ROAS, and use the estimate as a starting hypothesis rather than a committed target.
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