If your responsive search ad shows Poor Ad Strength and most of its headlines are pinned, the pins are usually the reason. A pinned headline can only show in its slot, so every pin removes combinations Google could otherwise test. Unpin most of them and Ad Strength typically recovers without you changing a word.
What pinning actually does
A responsive search ad takes up to 15 headlines and 4 descriptions, and Google assembles them into the combination it predicts will do best for each search. By default, any asset can show in any position. Pinning overrides that:
- A pinned asset shows only in its position. Nothing else can fill that slot.
- Pin every position and your other assets go dark. Google says that if every position is pinned, unpinned assets won't show.
- Fewer assets can match a search. That's why Google says pinning isn't recommended for most advertisers.
Google's Ad Strength page is direct about the consequence: avoid pinning unless necessary, because it limits the system's ability to test combinations. Pinning several identical or very similar headlines to the same position lowers Ad Strength too.
What it looked like on a call
On a mentoring call, we reviewed a UK business connectivity provider's search ads. Almost every headline was pinned, and Ad Strength read Poor. We unpinned them on screen, without saving, and the rating moved from Poor to Average. Same headlines, same descriptions. The only change was giving Google room to combine them.
Then we tried the obvious next move: a new headline built around the highest-volume search term, pinned in place. Ad Strength dropped straight back to Poor, and unpinning it was the way back. Adding a great keyword headline didn't help while it was locked in place.
Ad Strength isn't a ranking factor
It's worth being precise here, because people often treat Ad Strength as part of the auction. It isn't. Google says Ad Strength isn't used to calculate Ad Rank, Quality Score or auction wins, and doesn't decide whether an ad can serve. It's a feedback tool.
So the reason to care isn't the label. It's what the label is pointing at: an ad Google can't adapt to the search in front of it. Poor because of pins usually means you've written a long list of assets and then told Google to ignore most of them. If you want the full picture on what the score grades, see our glossary entry on Ad Strength.
When to pin, and how
- Pin only what must appear in every ad. A required disclaimer or a compliance line, for example.
- Use the slots that always show. Google says Headline 1, Headline 2 and Description 1 always show when pinned. Headline 3 and Description 2 aren't guaranteed.
- Pin two or three unique options per position. Google rotates between them, so you keep control and keep testing.
- Get keywords in without pinning them. Put high-volume search terms in unpinned headlines. Google matches them to the searches they fit.
Google's own suggestion is a hybrid: pin one or two essential headlines and let the rest rotate. In our experience that's where most accounts should land.
The takeaways
- A pinned asset can only show in its slot. Pin every slot and nothing else shows.
- Google says pinning limits testing and can lower Ad Strength. On one call, unpinning moved an ad from Poor to Average.
- Ad Strength isn't used for Ad Rank, Quality Score or auctions. Read it as a signal about flexibility, not a ranking.
- If you must pin, use Headline 1, Headline 2 or Description 1, with two or three unique options per position.
Common questions
Does pinning headlines lower Ad Strength in Google Ads?
It can. Google's Ad Strength page advises avoiding pinning unless necessary, because it limits the system's ability to test combinations, and says pinning several identical or very similar headlines to the same position lowers Ad Strength.
Does Ad Strength affect Ad Rank or the auction?
No. Google says Ad Strength isn't used to calculate Ad Rank, Quality Score or auction wins, and doesn't determine whether an ad is eligible to serve. It is a feedback tool for building better responsive search ads.
What happens if I pin every headline position?
A pinned asset can only show in its position, so nothing else can fill that slot. Google notes that if every position is pinned, your unpinned assets won't show at all, which leaves very few combinations to test.
How should I pin if I really need a headline in every ad?
Pin it to Headline 1, Headline 2 or Description 1, which Google says always show when pinned. Where you can, pin two or three unique assets to the same position so Google can still rotate and test, and leave the remaining assets unpinned.
How many headlines and descriptions can a responsive search ad have?
Up to 15 headlines and 4 descriptions. Google can show up to 3 headlines in the headline position, choosing the combination it predicts will perform best for the search, and unused headlines can also appear as link assets.