Google Ads has moved Missed Opportunities (in beta) from Labs to Recommendations.
It was previously known as “Missed Growth Opportunities” in Google Ads Labs, where it was first spotted in October 2025.
Advertisers can now see the number of missed clicks and conversions, along with the estimated conversion value not realized. It breaks down missed opportunities by cause, giving advertisers insights into whether the limits were due to budget or bid constraints. This feature aims to help advertisers optimize their bidding strategies to capture more growth potential.
This update was noted by Thomas Eccel.