How pinning works
By default, any headline or description in a responsive search ad can appear in any position. Pinning an asset to Headline 1, 2 or 3, or Description 1 or 2, locks it there, and no other asset can fill that slot. You can pin several assets to the same position, and Google rotates between them.
Why it lowers Ad Strength
Every pin removes combinations Google could otherwise test against a search. Google says pinning limits the system's ability to test, that pinning similar assets to one position lowers Ad Strength, and that if every position is pinned, unpinned assets won't show. We walk through a live example in pinning your best headline is why Ad Strength says Poor.
When pinning makes sense
Pin text that must appear in every ad, like a disclaimer or compliance line. Use Headline 1, Headline 2 or Description 1, which Google says always show when pinned, and pin two or three unique options per position so testing continues. Google's suggested hybrid is to pin one or two essential headlines and let the rest rotate.
Common questions
Does pinning hurt performance in Google Ads?
It can. Pinning reduces the number of assets that can match a search, which is why Google says it isn't recommended for most advertisers. It also tends to lower Ad Strength.
Which positions always show when pinned?
Google says Headline 1, Headline 2 and Description 1 always show when pinned. Headline 3 and Description 2 aren't guaranteed to appear.
Can I pin more than one headline to the same position?
Yes. If you pin several assets to one position, Google rotates between them. Google recommends two or three unique assets per pinned position, and warns that pinning identical or very similar text there can lower Ad Strength.
Does pinning affect Ad Rank?
Not through Ad Strength. Google says Ad Strength isn't used to calculate Ad Rank, Quality Score or auction wins. Pinning can still affect results by limiting which combinations show.
What happens if I pin every position?
Your unpinned assets won't show at all, so the ad effectively becomes a fixed set of combinations with little room to adapt to each search.