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ad strength is not a performance metric.

"Excellent" ad strength means Google has enough variation in your headlines and descriptions to assemble many combinations. it does not mean any of those combinations are converting.

the metric that matters: conversion rate by asset performance label.

in Google Ads, click into any RSA. scroll to the asset performance section. Google labels each headline and description as "Best," "Good," or "Low." look at what's labeled "Best" and compare it against what's labeled "Low."

most accounts have a pattern: the specific, concrete headlines outperform the generic ones. "save 40% on your first order" outperforms "quality products you can trust." "free shipping on all orders over $50" outperforms "shop our full collection."

specificity is the differentiator. almost every time.

the second thing to check: are you pinning any headlines? if you have a headline in position 1 that's pinned and labeled "Low," you're forcing the algorithm to show a weak headline in the most prominent position.

/rsa-refresh in the pack pulls performance data on every RSA variation, flags underperformers by conversion rate contribution, and generates 10 replacement headlines in the account's existing tone: https://paidmedialab.com/pack

saku