What can the Performance Planner recommend?

|

Bhupati Barman

Illustration showing a man using a laptop under a chart labeled “Forecasted Conversions vs Target CPA,” with bold text asking “What can the Performance Planner recommend?”

I recently passed the Google Ads Display Certification exam and scored over 95%. 🎯 Felt amazing, honestly.
One of the questions really stuck with me — not because it was tough, but because it helped me finally understand how bidding strategies actually work in Google Ads.

In this post, I’ll break down that exact question, explain the correct answer in simple terms, and show you why the other choices were just a bit off. Plus, I’ll share a real-life example, an easy chart, and a few fun tips to help you pass the test too. Let’s start,

Question:

What can the Performance Planner recommend?

  • Using “Target impression share” as an automated bid strategy
  • Including or excluding “Google search partners”
  • Applying bid adjustments to specific locations
  • Campaign-level Target CPA (cost-per-acquisition)

Here is a correct answer: ✅ Campaign-level Target CPA (cost-per-acquisition)

If you’re interested, you can take the exam here: Google Ads Display Certification via Skillshop

Why this is the correct answer:

The Performance Planner is a Google Ads tool that helps advertisers forecast how changes to campaigns might affect performance. It’s built to simulate outcomes and provide recommendations based on historical performance and machine learning.

One of the key things it can recommend is adjusting your campaign-level Target CPA.

It simulates how changes in CPA can impact the number of conversions and overall cost, then recommends a CPA target that balances both volume and efficiency.

❌ Why the other options are incorrect:

1. Using “Target impression share” as an automated bid strategy

  • Yes, this is a valid bidding strategy in Google Ads.
  • ❌ But Performance Planner does not recommend specific strategies like Target Impression Share.
  • It focuses on optimizing conversion-based strategies like Target CPA and Target ROAS.

2. Including or excluding “Google search partners”

  • This is a manual campaign-level setting, not something Performance Planner recommends.
  • Performance Planner can forecast based on existing partner settings, but it doesn’t suggest changing them.

3. Applying bid adjustments to specific locations

  • Performance Planner does not recommend manual bid adjustments like for device, location, or time.
  • Those are tactical adjustments done manually in campaign settings — not part of Performance Planner’s simulation or recommendation system.

Real-Life Example + Graph

Meet Marcus, an eCommerce seller who runs campaigns for his online sneaker store. He was using a Target CPA of $20 but wasn’t getting the number of conversions he expected.

He used Performance Planner, which simulated what would happen if he increased his Target CPA to $25. It predicted he could gain 30% more conversions within the same budget.

He took the advice, updated the CPA, and within 3 weeks, he saw:

  • More leads
  • Lower cost per conversion (due to better-qualified traffic)
  • Higher return on ad spend

Forecasted Conversions vs Target CPA

Target CPA ($)Forecasted Conversions
$15180
$20220
$25260
$30270
$35268
Line chart showing forecasted conversions increasing with higher Target CPA values using Google Ads Performance Planner simulation.
Performance Planner simulation showing how increasing Target CPA can lead to more conversions, up to a tipping point.

Lesson: There’s often a sweet spot where slightly increasing Target CPA leads to more efficient results — this is exactly what Performance Planner helps uncover.

Summary

OptionPlanner Recommends?Why?
Campaign-level Target CPA✅ YesSimulates outcomes and recommends optimal Target CPA
Using “Target impression share” as bid strategy❌ NoStrategy selection is manual
Including/excluding Google search partners❌ NoNot part of planner’s scope
Bid adjustments for specific locations❌ NoManual setting, not part of simulations

Final Answer: Campaign-level Target CPA (cost-per-acquisition)

That’s the only one among the four that Performance Planner can recommend directly — and it’s often a powerful optimization lever!

Now, if you are ready, you can take the Google Skillshop test for the Google Ads Display Exam. Want more real exam questions with easy answers like this? Follow along — I’ll be breaking down more Google Ads Display Measurement Certification Free examples in the next posts!