Google Ads Ad Strength 'Poor': How to Improve It Fast

What this means

Ad strength is a rating Google shows for responsive search ads (RSAs) and Performance Max asset groups. The ratings run from Incomplete and Poor through Average and Good to Excellent. It measures the relevance, quantity and diversity of your assets, and Google surfaces specific suggestions next to the rating, such as "Add more headlines" or "Make headlines more unique".

Important context: Ad strength is a guide, not an auction factor. Google has stated that Ad strength doesn't directly affect ad serving or ad rank. It can still matter a lot in practice, because thin or repetitive assets limit how many combinations Google can test, and a Poor asset group in Performance Max simply has fewer formats it can fill well.

Why it happens

For responsive search ads:

• Too few headlines or descriptions. RSAs allow up to 15 headlines and 4 descriptions. Ads with only a handful of each are often rated Poor.
• Repetitive headlines. "Buy Running Shoes", "Running Shoes for Sale", "Shop Running Shoes" read as near duplicates.
• Keywords missing. Headlines that don't include terms from the ad group's keywords.
• Heavy pinning. Pinning a headline to every position reduces the combinations Google can create and lowers Ad strength.
• Generic copy that could apply to any store.

For Performance Max asset groups:

• Missing asset types. No logo, too few images (especially landscape and square), no video, few headlines or long headlines.
• Low-quality images such as plain product shots only, or images with heavy text overlays.
• Same text across asset groups, so every group looks alike.
• Feed-only setups. Asset groups used only to serve Shopping ads may show low Ad strength by design.

How to fix it

1. Open the ad or asset group. Click "View ideas" or the Ad strength indicator in the ad editor to see Google's exact suggestions.
2. Add headlines up to 15 (RSA). Cover different angles:
   • Product and category ("Women's Trail Running Shoes")
   • Benefits ("Lightweight Grip for Wet Trails")
   • Offers ("Free Shipping Over $75", only if true)
   • Proof ("4.8 Stars From 2,000 Reviews", only if accurate)
   • Brand ("Official [Your Store] Online Shop")
   • Calls to action ("Shop the New Collection")
3. Write 4 distinct descriptions. Mix product details, shipping and returns, guarantees, and brand story.
4. Include keywords naturally. Use the ad group's main keyword themes in several headlines. Tightly themed ad groups make this easier.
5. Reduce pinning. Pin only what's necessary (for example a legal disclaimer), and pin two or three options to a position instead of one.
6. Fill every Performance Max asset slot. Add multiple landscape, square and portrait images, your logo, several headlines, long headlines and descriptions, and at least one real video. Show products in use, not just on white backgrounds.
   • Shopify: use lifestyle images from your product pages or collections.
   • WooCommerce: export gallery images rather than just the featured image.
7. Keep each asset group themed. Build asset groups around a product category or audience, so text and images can be specific.
8. Check copy against policy. Before saving, avoid all-caps, repeated punctuation and unsupported claims, which would cause disapprovals. Our ad copy checker can help.

How long until it's resolved

Ad strength updates almost immediately as you add or edit assets in the editor, so you can see the rating change before you publish. Performance changes take longer: give new assets a couple of weeks of data, then review asset performance labels and replace low performers.

How to prevent it

• Start every RSA with a full set of 15 headlines and 4 descriptions.
• Build an asset library for each product category: images, videos, headlines and offers.
• Refresh assets quarterly and for seasonal promotions.
• Don't chase Excellent at all costs. A Good ad that converts beats an Excellent ad full of filler. Use Ad strength to find gaps, then judge by conversions and revenue.

Mercantads writes and tests ad copy and creative for Search and Performance Max campaigns across e-commerce catalogs. Contact us or learn about our Google Search Ads management. For PMax specifics, see our Performance Max for e-commerce guide.