Glossary
Ad Strength
Ad Strength is Google Ads' qualitative rating (Poor, Average, Good, or Excellent) of how well a Responsive Search Ad's (RSA) assets follow best practices for diversity, relevance, and quantity. It evaluates the number of unique headlines and descriptions, the variety of messaging angles, keyword inclusion, and asset uniqueness. Ad Strength does not measure performance — it measures the creative diversity Google's machine learning needs to test combinations effectively. An Excellent Ad Strength means the RSA has enough variety to adapt across queries, but it does not guarantee higher CTR or conversion rate. Best practice: aim for Good or Excellent Ad Strength, then let performance data determine which assets to keep or replace.