Google explains why Ad Strength is 'so important' as it addresses industry concerns

Ad Strength is a diagnostic tool provided by Google intended to assist marketers in creating better ads. It rates campaigns on a scale from 'poor' to 'excellent'. However, it has become controversial because some advertisers have observed that campaigns with a 'poor' rating can outperform those with an 'excellent' rating, leading to a debate on the metric's actual value and effectiveness.

Mateja Matić, founder of Dominate Marketing, disregards Google's Ad Strength score because, through his extensive testing, he has found that Google’s responsive ads do not outperform manually set up ads. He believes that the recommendations provided by Google are not necessarily the best for an account and that Ad Strength does not accurately reflect the performance of the ads, citing examples of ads with poor scores achieving high conversion rates.

Frederick Vallaeys, Co-Founder and CEO of Optmyzr, views Ad Strength as a reflection of general trends rather than the nuances of individual campaigns and audiences. He advises that Ad Strength does not impact ad rank or quality score, suggesting that experienced advertisers should focus on other metrics and not be solely guided by Ad Strength ratings.

According to Google, Performance Max (PMax) offers asset generative capabilities that can significantly enhance Ad Strength. Advertisers who use PMax's asset generation features during campaign creation are said to have a 63% higher chance of achieving a good or excellent Ad Strength score, indicating PMax's effectiveness in optimizing ad assets and improving campaign performance.