Google Ads Is Now Grading Your Images. Turn That Into Calls, Not Just Clicks.

By techgrad | October 10, 2025

Google Ads introduced image quality checks in the Recommendations tab that flag low-quality images and suggest fixes such as using white backgrounds. For contractors, higher-quality, branded visuals can boost engagement and unlock better placements across Display and Demand Gen, reducing CPA and driving more phone calls when tracking is set up. Treat the feature as a QA aid: review weekly, apply suggestions selectively, fix issues at the source, and document changes to correlate with performance. Follow a pragmatic image playbook covering resolution, aspect ratios, minimal text, consistent branding, what to shoot, and what to avoid.

TL;DR Google Ads now flags weak images in the Recommendations tab and offers quick fixes (like white backgrounds). For contractors, better images can lift engagement and placements on Display and Demand Gen, which can mean more service calls—if you control the creative and measure the right outcomes.

What Changed (And Where You’ll See It)

Google Ads introduced image quality checks inside the Recommendations tab. The system scans your uploaded images and suggests improvements—you’ll see prompts like “use a white background” or other cleanup tweaks. You can preview and apply changes directly in the dashboard.

Why it matters: images drive performance across Display and Demand Gen (the former Discovery/Gmail placements). If your Responsive Display Ads or Performance Max assets include low-quality visuals, you’ll get flagged—and you might be leaving impressions, clicks, and calls on the table.

Why Contractors Should Care

Homeowners hire who they trust. On visual inventory (Display, Demand Gen, YouTube placements within PMax), images are your storefront. Sharp, branded images lift CTR and can unlock better placements. That translates to lower effective CPA and—if your tracking is set up—more phone calls, not just vanity clicks.

  • Higher engagement → Better ad rank across visual surfaces.
  • Cleaner branding → Recognition across remarketing, PMax, and local audiences.
  • Fewer wasted impressions → If an asset is “Low quality,” you’re paying to show it anyway.

Use the Feature—Don’t Let It Use You

I like diagnostics. I don’t love auto-creative. Treat this like a QA tool, not a creative director.

  1. Check the Recommendations tab weekly. Note any image quality flags. Click through and preview the suggested fixes.
  2. Apply selectively. A white background might help product-style shots (thermostats, equipment), but it can strip personality from on-site images (tech at the door, wrapped truck). Keep what sells trust.
  3. Fix upstream. If Google keeps flagging the same asset, update the source file in your Asset Library. Don’t band-aid it every time.
  4. Document changes. When you adopt a suggestion, annotate the account so you can tie image changes to performance shifts later.

Contractor Image Playbook (What Actually Works)

Foundational rules

  • Resolution: Use high-res originals (minimum 1200px on the shortest side). Avoid compression artifacts.
  • Core aspect ratios: 1:1, 1.91:1 (landscape), and 4:5 (vertical). Cover your bases so assets render everywhere.
  • Minimal text overlay: Keep text under ~20% of the image. Legible on mobile, no tiny coupons nobody can read.
  • Brand consistency: Show your logo, uniforms, and wrapped trucks when possible. Clean, uncluttered backgrounds.

What to shoot (and why)

  • Tech at the doorstep: Human + home = trust. This wins on remarketing and PMax.
  • Truck + logo close-up: Reinforces local presence. Use a tight crop for small placements.
  • Before/after equipment shots: Clear improvement tells a story. Keep lighting even and background simple.
  • Seasonal context: A/C tune-ups in spring, furnace in fall. Match creative to demand spikes.

What to avoid

  • Generic stock: Everyone has seen the same smiling model in a hard hat. Local beats stock.
  • Busy garages and messy basements: Visual clutter gets flagged and kills clarity.
  • Heavy filters and tiny disclaimers: Hurts quality and trust; often downranks

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