Higher Ad Strength Ratings Do Not Always Mean More Conversions

Google gives more exposure to responsive search ads with higher Ad Strength ratings, but those ads do not consistently produce better conversion results, according to a study by Brad Geddes reported by Search Engine Journal.

The study covered 5,900 accounts and found that higher-rated ads performed better on conversions 45% of the time. The result points to a distinction between the rating Google assigns an ad and the conversion performance marketers may see. A higher rating, in this study, was not a reliable indicator that an ad would come out ahead on conversions.

Geddes’ findings also point to pinning as an explanation for the gap. The available source summary does not provide further detail on how pinning affected the results, so it does not establish what changes to a particular ad would improve its performance.

The 45% figure should not be read as a guarantee that a lower-rated ad will do better. It describes the finding reported from the study, not the likely outcome for every advertiser or campaign. Nor does the summary provide enough detail to determine how often the ads had equal results.

For marketers, the distinction matters because an ad can receive more exposure without necessarily being the stronger performer on conversions. Ad Strength can be considered alongside results, but the study suggests that the rating alone is not enough to settle which ad is more effective. The source summary does not specify other performance measures or provide a breakdown of the accounts studied.

What this means for marketers

Review conversion results alongside Ad Strength rather than treating the rating as the sole measure of success. When assessing responsive search ads, also consider whether pinning may be relevant to differences in performance. The reported findings support checking results in your own account rather than assuming that the ad with the higher rating will convert better.