Ad Strength in Performance Max incorporates new signals that can help you achieve optimal performance across various inventory types. While creating and optimizing your Performance Max campaign, Ad Strength is a good indicator for you to understand if your asset group has breadth and depth to maximize campaign performance.
Note:
- You may notice a decrease in Ad Strength scores as Google surfaces new ways to guide you towards optimizing your asset mix.
- While we’ve found a correlation between increasing Ad Strength and performance, these updates won’t cause a change in your campaign results.
Ad Strength Principles
- Incomplete: This asset group lacks minimum assets to serve.
- Poor: This asset group only serves to some available inventories because it only has the minimum assets required to launch Performance Max (in other words, not enough breadth).
- Average: The asset group has all asset types to serve all available inventories, however it lacks variety for better performance (in other words, not enough depth).
- Good: This asset group has all asset types, good asset varieties, and good text diversification (in other words, good breadth and depth).
- Excellent: This asset group has all asset types including optional ones that won’t impact inventory but are good for performance (sitelinks, horizontal logo, square image), excellent text diversification, and excellent asset varieties (in other words, excellent breadth and depth).
Great creative drives results: Google found that advertisers who improve their Performance Max Ad Strength to "Excellent" notice, on average, 6% more conversions. Learn more about Gemini models that are coming to Performance Max
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Text asset specifications
Type
Guidelines
Recommended
Required
Headlines
30 characters max; include at least one with 15 characters or less
11+ (minimum of 3, maximum of 15)
✓
Long headline
90 characters maximum; try to make sure headlines are at least 30 characters long
2+ (minimum of 1, maximum of 5)
✓
Descriptions
90 characters maximum
4+ (minimum of 2, maximum of 5)
✓
Business name
25 characters maximum
✓
Call to action
Automated by default, or select from a list
1 call to action
✓
Final URL
1 URL
✓
Display URL path
15 characters maximum each
2 (minimum of 1, maximum of 2)
✕
Note: In text assets, the length limits are the same across all languages. Each character in double-width languages like Korean, Japanese, or Chinese counts as 2 towards the limit instead of one.
Image assets requirements
Ratio
Guidelines
Recommended
Required
Horizontal 1.91:1
1200 x 628 recommended; 600 x 314 minimum; 5120 KB max file size
4+ (Add up to 20 images)
✓
*Square 1:1
1200 x 1200 recommended; 300 x 300 minimum; 5120 KB max file size
4+ (Add up to 20 images)
✓
Vertical 4:5
960 x 1200 recommended; 480 x 600 minimum
2+ (Add up to 20 images)
✕
Square logo 1:1
1200 x 1200 recommended; 128 x 128 minimum; 5120 KB max file size
1 (Add up to 5 logos)
✓
*Horizontal logo 4:1
1200 x 300 recommended; 512 x 128 minimum; 5120 KB max file size
1 (Add up to 5 logos)
✕
*Logos with a transparent background may be rendered on a white background when served in most ads. For this reason, we recommend you upload logos as a square image and to avoid a predominantly white logo on a transparent background.
Note: Upload images as .jpg or .png with a maximum size of 5MB. Some images are optional, but will help your campaign stand out with excellent ad strength.
Videos asset requirements
Ratio
Minimum Requirement
Recommended
Maximum
Landscape16:9
10-60 seconds
✕
1 video
5 videos
across all types
across all types
Vertical9:16
10-60 seconds
✕
1 video
5 videos
across all types
across all types
Square1:1
10-60 seconds
✕
1 video
5 videos
across all types
across all types
Note: Our system is able to automatically generate videos based on the assets provided. However, we still recommend that advertisers upload at least one video themselves.
Other account-level* asset types specifications
Ratio
Minimum Requirement
Recommended
Maximum
Sitelinks
✕
6+ sitelinks
20
Call
✕
1 call
1 per goal
Lead
✕
1 lead
1 per goal
*If you want to customize your sitelinks for your individual campaigns, you should aim to have at least 6+ sitelinks per campaign.
Note: If the campaign's primary/biddable conversion goal is call/lead, the asset group is listed as “Incomplete” when it doesn't have call assets or lead assets.
