Why the Google Ad Strength Rating Doesn’t Matter

Google Ads introduced the Ad Strength Rating for Responsive Search Ads to encourage advertisers to include more headlines and descriptions. While this might seem useful, the reality is that Ad Strength has no direct impact on performance or profitability.

It’s common to see ads with a “Poor” Ad Strength rating outperform those rated “Excellent.” These supposedly weaker ads often generate lower costs per conversion and bring in more leads than ads with a higher rating.

Here’s an example of an ad that has a “poor” Ad Strength rating that is generating a lower cost per conversion than an ad with a higher Ad Strength rating. 

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