What is ad strength?

Ad strength is a rating in Google Ads of the variety and relevance of the assets in a responsive search ad: Poor, Average, Good or Excellent. The more varied and relevant headlines and descriptions you provide, the higher the rating can be. Ad strength is not a direct factor in the auction.

Why is ad strength important?

Quick check: you see right away whether your ad has enough variety.
More combinations: with more varied assets, Google has more to test.
Not a goal in itself: Excellent is no guarantee of more conversions.

Examples of ad strength

An ad with three nearly identical headlines probably gets Poor or Average.
An ad with ten varied headlines and four descriptions that mention the keyword and different benefits can get Good or Excellent.
A local plumber adds headlines about emergency service, price and reviews and sees the rating go up.

How do you use ad strength?

Provide up to 15 headlines (maximum 30 characters) and up to 4 descriptions (maximum 90 characters), with different angles and the keyword included. Use the rating as a guideline and steer on conversions. Read more on our Google Ads page.

Ad strength