How to fix: RSA Ad Strength below Excellent

TL;DR

Responsive Search Ads with Ad Strength rated "Poor" or "Average" enter fewer auction combinations, win fewer impressions, and drag Quality Score across the whole ad group. Google's own data shows advertisers who lift RSAs from "Poor" to "Excellent" see roughly 15% more clicks and conversions [1]. The fix is structural — fill all 15 headline slots with distinct themes, all 4 description slots with varied angles, remove unnecessary pins, and supply at least 6 sitelinks. Aim for "Good" minimum, "Excellent" where the brand permits.

Why it matters

RSAs work by letting Google's testing engine assemble headlines and descriptions into combinations matched to each query. An RSA at "Poor" or "Average" Ad Strength signals one of three weaknesses to the algorithm — too few assets, repetitive themes across assets, or excessive pinning that locks slots and blocks rotation. Each weakness reduces the number of valid combinations the auction can serve, which throttles impression share and depresses CTR. Because Quality Score factors in expected CTR and ad relevance, weak Ad Strength feeds back into the broader ad group — see Quality Score components for the diagnostic mechanism, and unique headline variety for the asset-diversity dimension specifically.

Google reports a 15% average lift in clicks and conversions when advertisers move RSAs from "Poor" to "Excellent" [1]. That figure is a median across verticals — the actual lift on your account depends on query mix, competitor density, and how much headroom Quality Score has to climb.

How to fix

1. Open the under-performing RSA. Navigate to the campaign, then the ad group, then Ads and assets → Ads. Click the RSA flagged with "Poor" or "Average" Ad Strength. The right-hand panel shows live Ad Strength feedback.

2. Fill all 15 headline slots with distinct themes. Each headline is capped at 30 characters. Cover at minimum these six theme buckets, with 2-3 headlines each:

   • Brand name (one is enough — pin to position 1 only if brand legal mandates it)
   • Primary benefit (the main outcome the user gets)
   • Secondary benefit (a different angle on value)
   • Proof or USP (numbers, awards, "trusted by")
   • Offer or CTA (free trial, demo, save 20%)
   • Feature or use-case (specific capability, audience, vertical)

3. Fill all 4 description slots with distinct angles. Each is capped at 90 characters. Avoid repeating the headline themes verbatim — descriptions are the place to expand on value, add social proof, and close with a clear call-to-action.

4. Remove pins unless legally required. Pinning forces a headline or description into a fixed slot and blocks the combination engine from testing it elsewhere. Google's Ad Strength documentation explicitly calls pinning out as a downgrade signal [2]. The only widely acceptable pin is the brand name in Headline position 1; everything else should rotate freely.

5. Add 6 or more sitelinks at account, campaign, or ad group level. Sitelinks are part of the Ad Strength signal in 2024+ scoring [2]. Cover deep-funnel destinations — pricing, features, demo, contact, customer stories, comparison.

6. Save and verify. Ad Strength recomputes within minutes. The right-hand panel should move from "Poor" or "Average" to "Good" or "Excellent". If it stays low, check whether headlines are too similar — Google flags repetition specifically.

Common mistakes

• Stuffing the same keyword into every headline. This boosts the keyword-relevance signal but tanks the diversity signal — net effect is usually a downgrade, not an upgrade.
• Pinning every headline "for control". Senior advertisers from pre-RSA Expanded Text Ads era often pin out of habit. In 2024+ this materially hurts performance — the algorithm needs slots to test combinations.
• Writing four identical-tone descriptions. All four descriptions reading like "best in class, trusted by thousands, contact us today" gives Google nothing to differentiate. Vary tone, structure, and angle.
• Ignoring sitelinks because they "belong to the campaign". Ad Strength scoring 2024+ explicitly rewards sitelinks at any level — account-level inheritance counts. Six or more is the threshold.
• Treating "Poor" as a cosmetic warning. It is not. Lower Ad Strength reduces serving frequency in real auctions. The Quality Score knock-on effect compounds across the ad group.

FAQ

Does Ad Strength directly affect bidding? Not directly as a multiplier, but it indirectly affects Quality Score (via expected CTR and ad relevance) and impression eligibility. Smart Bidding strategies see lower predicted conversion probability on weak ads and bid down accordingly.

Can I have an "Excellent" RSA with only 8 headlines? Technically yes, but rare. Google's scoring weights headline count alongside diversity and relevance. Most "Excellent" ratings carry 12-15 unique headlines.

What if my brand mandate forces specific copy? Pin only what is strictly required — usually the brand name in Headline 1 or a legal disclaimer in Description 1. Pin nothing else. Document the mandate so it does not creep across other ads.

How often should I refresh RSA assets? Audit Ad Strength quarterly. Refresh underperforming headlines (the lowest-CTR ones in Asset Reports) every 90 days. Do not touch high-performing headlines.

Is "Good" Ad Strength enough, or do I need "Excellent"? Google's published 15% lift figure is "Poor to Excellent" [1]. "Good" captures most of the lift; the jump from "Good" to "Excellent" is incremental. Prioritize getting every RSA to "Good" before chasing "Excellent" on the long tail.

Sources

1. Google Ads Help — About responsive search ads. Headline and description limits (15 / 4), 15% lift figure for Poor to Excellent.
2. Google Ads Help — About Ad Strength. Rating levels (Incomplete, Poor, Average, Good, Excellent), signals (headline count, diversity, keyword relevance, sitelinks, pinning impact).