Recent speculations suggest that Google may restrict ads from entering auctions if their ad strength is deemed insufficient.

However, Google Ads Liaison Ginny Marvin clarified in a post on X that Ad Strength does not impact Ad Rank.

She stated, “Ad Strength is a separate diagnostic tool and not a factor in the auction. It simply indicates the diversity and relevance of assets available for maximising ad combinations.”

Google emphasises the importance of high Ad Strength for utilising a wider range of assets across networks and placements. Despite this emphasis, features enabling granular control are gradually being phased out or made less visible within the platform.

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Alison Jurjeva

Senior Paid Media Manager

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