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.
- 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).
Text asset specifications
25 characters maximum; exactly matches your domain name or legally verified business name (through Advertiser Verification); shouldn't contain extra symbols or promotional text.
Image assets requirements
*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. If your logo is flagged for issues like blurriness, re-upload a clear, high-quality version. Ensure the uploaded logo meets Google Ads specifications (for example, 1:1 ratio for square logos). Consider removing logos of other ratios if the primary one meets requirements and issues persist.
Videos asset requirements
Horizontal
16:9
10-60 seconds
across all types
Vertical
9:16
10-60 seconds
across all types
Square
1:1
10-60 seconds
across all types
Other account-level* asset types specifications
Sitelinks
Call
Lead
*If you want to customize your sitelinks for your individual campaigns, you should aim to have at least 6+ sitelinks per campaign.
