Performance Max Ad Strength

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, landscape logo, square image), excellent text diversification, and excellent asset varieties (in other words, excellent breadth and depth).

Text

Type	Minimum Requirement	Recommended	Maximum
Headlines	3 headlines	11 headlines	15

Long headline	1 headline	2 headlines	5

Descriptions	3 headlines	4 headlines	5

Images

Type	Minimum Requirement	Recommended	Maximum
Landscape 1200 x 628 pixels (min 600 x 314 pixels)	1 image	4 images	20 images across all types

Square 1200 x 1200 pixels (min 300 x 300 pixels)	1 image	4 images	20 images across all types

Logo 1200 x 1200 pixels (min 128 x 128 pixels)	✕	1 image	20 images across all types

Logo 1200 x 300 pixels (min 512 x 128 pixels)	✕	1 image	20 images across all types

Portrait 960 x 1200 pixels (min 480 x 600 pixels)	✕	2 images	20 images across all types

Videos

Ratio	Minimum Requirement	Recommended	Maximum
Landscape 16:9 10-60 seconds	✕	1 video	5 videos across all types

Vertical 9:16 10-60 seconds	✕	1 video	5 videos across all types

Square 1:1 10-60 seconds	✕	1 video	5 videos 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 asset types

Ratio	Minimum Requirement	Recommended	Maximum
Sitelinks	✕	4 sitelinks	20

Call	✕	1 call	1 per goal

Lead	✕	1 lead	1 per goal

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.

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