The Google optimization is more complex than utility. They optimize for clicks * revenue per click.<p>One example they don't optimize for - if there's a free way to achieve something , they don't show it to you.<p>Another - if the competition on a certain keyword is very high , you can get really high cost per click , which would push out good offers.<p>Another - if you can write great ad copy to lousy product.<p>Another - if a different way to display the products is more useful. that's the reasons google have different way of showing mortgage ads.