Ad Strength looks at whether you've provided enough unique headlines and descriptions, whether they include popular keywords from the ad group, and whether they're distinct from one another. For Performance Max and Demand Gen, it reflects the variety of text, image, and video assets in an asset group.
Ad Strength is a helpful checklist, but it is not a performance metric and is not a direct input to the ad auction. An 'Average' ad with a sharp, proven message can outperform an 'Excellent' one, so we treat Ad Strength as guidance and judge ads by their conversion results.
Example
An RSA with only five similar headlines rates 'Poor'; adding ten distinct headlines covering benefits, offers, and proof lifts it to 'Good.'
How Sloss Digital uses it
We use Ad Strength to catch thin or repetitive ads, but we keep or cut assets based on conversion data — not the rating alone.