So, does Ad Strength really matter? Let’s explore.

What is Ad Strength?

Ad Strength is Google’s built-in tool to evaluate the quality and variety of your responsive search ads (RSAs). It gives two key things:

• An overall rating (Poor → Excellent).
• Actionable feedback on how to improve your ads.

According to Google, advertisers who improve their Ad Strength from Poor to Excellent see, on average, a 12% lift in conversions.

How it works

Google wants to show the most relevant combination of headlines, images, assets and descriptions for every search. To do that, it needs variety. That’s where Ad Strength comes in.

• More assets = better performance: You can provide up to 15 headlines and 4 descriptions. The more unique options you add, the more ad combinations Google can test.
• Keyword relevance: Including popular keywords in your ad copy improves your score.
• Combination with USPs: Use headlines and descriptions to emphasize what makes your business stand out  such as free shipping, 24/7 support, certified expertise, or exclusive offers. Google values unique messaging that appeals to different audiences.
• Unpinning assets: The fewer headlines and descriptions you lock into place, the more freedom Google’s system has to mix and match.

Why Ad Strength can be beneficial

Even critics agree that Ad Strength does have its advantages.

• Real-time feedback: You get suggestions while creating or editing an ad, making it easier to refine copy before launch.
• Post-launch insights: The Ad Strength column in Google Ads highlights weaknesses, like redundant headlines or missing keywords.
  
• Encourages variety: It pushes advertisers to think beyond just one or two headlines and instead build a richer library of options.
• Helps beginners: For marketers who are new to Google Ads, it acts like a checklist of best practices.
  

In other words, Ad Strength can be a helpful diagnostic tool, but whether it translates into better performance is another question.

What PPC specialists really think about Ad Strength

Here’s where things get interesting. The PPC community has very mixed experiences with Ad Strength.

1. It’s useful, but not a KPI

Michelle Morgan (Wordstream) argues that Ad Strength can help advertisers spot weaknesses and inspire new copy but it’s not a key performance indicator. If your campaigns are hitting conversion goals, you don’t need to obsess over chasing “Excellent.”

2. Data shows “Excellent” isn’t always best

Matt Bowen (Search Engine Land) analyzed more than 3,600 search campaigns. The results?

• Poor-rated ads performed worse (higher CPCs, lower CTRs).
• But even Excellent-rated ads often underperformed.
• Good or Average ads delivered the most balanced results.

Why? Because forcing ads to be fully unpinned often produces awkward, keyword-stuffed combinations. Big brands like Nike and Best Buy pin headlines strategically to keep their ads relevant, even if it means settling for a lower Ad Strength rating.

3. Expert skepticism

Some seasoned PPC professionals go even further:

“I don’t believe Ad Strength score means anything. I have ads that say ‘Poor’ but deliver 10–15% conversion rates.” - Mateja Matić (Dominate Marketing)

“Ad Strength does not impact ad rank or Quality Score. For beginners it’s a guide; for experienced advertisers it’s often irrelevant.” - Frederick Vallaeys (Optmyzr)

Anthony Higman (Adsquire): Calls Ad Strength optimization a “waste of time.” He found no correlation between higher Ad Strength and higher-quality leads.

4. Google’s defense

On the other side, Brendon Kraham, Google’s VP of Search & Commerce, insists Ad Strength is “very important.” He argues it ensures campaigns have the breadth and depth of assets needed to perform across multiple formats (search, display, video, Performance Max).

He also pointed out that advertisers who use Performance Max’s AI asset generation have a 63% higher chance of achieving Good or Excellent Ad Strength — a clear sign that Ad Strength is tightly connected to Google’s AI-first strategy.

So, does Ad Strength really matter?

The truth is somewhere in the middle.

Yes, it matters as a guideline. It helps you spot weaknesses, create variety, and think more strategically about messaging. It’s especially useful for new advertisers or when performance is lagging.

No, it doesn’t matter as a performance metric. Ad Strength doesn’t influence auction eligibility or Quality Score, and a higher rating doesn’t guarantee better CTRs, conversions, or ROI.

In fact, chasing “Excellent” at all costs can backfire. Sometimes, a “Good” or even “Average” ad that’s tightly controlled and pinned delivers far better results than a fully unpinned “Excellent” ad.

Final thoughts

Ad Strength should be treated as a compass, not a destination. It points you toward practices that usually improve ads — more variety, stronger USPs, keyword relevance but it’s not the final word on performance. If your ads have a poor Ad Strength, they are probably missing the basics.

If your ads are converting well with “Average” ratings, don’t feel pressured to fix what isn’t broken. If your campaigns are struggling, Ad Strength can highlight areas worth improving.

At the end of the day, your goal isn’t to impress Google’s algorithm with an “Excellent” badge. Your goal is to create ads that resonate with your audience, drive clicks, and convert into business results. And if that means living with a few “Average” ratings along the way? That’s perfectly fine.

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