Ad strength
Google's Poor-to-Excellent rating of an ad's or asset group's creative variety.
Ad strength is Google's rating — Poor, Average, Good, Excellent — of how much material an ad or a Performance Max asset group gives it to work with: the number of distinct headlines, whether they include the keywords, how many images and videos, how varied the descriptions. It is not a measure of results, but it caps them: Google leans on creative variety to enter auctions, and a Poor or Average rating after real delivery means the ad is being held back from a share of the traffic it could win. On Performance Max the effect is stronger than on Search, because the asset group's creative is nearly all Google has to go on. The fix is more and more different assets, not a higher bid.
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