Google kept nudging to add videos for an "Excellent" ad strength score. The videos were added. The campaign fell off a cliff. Here's why that gold star is a trap—and what ad strength actually measures.
The Nudge
"Add videos to improve your ad strength to Excellent!"
Your ad strength sits at "Good." Google dangles "Excellent" in front of you like a gold star. You want that gold star. Everyone wants that gold star.
So you add videos. And your campaign falls off a cliff.
The Trap
The Gold Star You Shouldn't Chase
Google dangles 'Excellent' ad strength like a gold star. You add videos to get it. Your campaign falls off a cliff.
The PMax campaign was recovering from a tracking issue. Everything was being done "right"—tight targeting, proper conversion setup, reasonable budget. Google kept saying ad strength could be better with video assets.
What Happened
Before vs After Videos
Clicks converting, budget on Search, leads coming in
Clicks up, conversions zero, budget on YouTube pre-roll
Adding videos sent traffic to people who just wanted to watch their content.
Cross-network. That's Google's polite term for "everywhere except Search"—YouTube, Display Network, Discovery, Gmail, random apps. Ads weren't showing to people searching for the service. They were playing before YouTube videos to people who just wanted to watch their content.
Those people don't convert. They skip. Or they accidentally tap. Either way, useless.
Why This Happens
When you add video assets to Performance Max, you're giving Google permission to show your ads on YouTube. And Google loves showing ads on YouTube because:
📺
Abundant Inventory
Billions of video views daily
💰
Cheap Clicks
Way cheaper than Search auctions
🏢
Google Owns It
They'd rather sell their own inventory
Follow The Money
Why Google Pushes YouTube
- 1
YouTube inventory is abundant—billions of views daily
- 2
YouTube clicks are cheap—way cheaper than Search
- 3
Google owns YouTube—they'd rather sell their own inventory
- 4
Your budget is easier to spend on video
- 5
Your conversions? Not their problem
The algorithm looks at your budget and thinks: "I can spend this way easier on YouTube than fighting for expensive Search clicks." It's not malicious. It's just optimisation—for Google's goal of spending your budget, not your goal of getting conversions.
The "Excellent" Score Is a Trap
"Good" Score (Text + Images)
- Google can show ads on Search
- Some Display inventory available
- Limited places to spend your budget
- Algorithm has to work harder
- Your conversions matter more
"Excellent" Score (With Videos)
- Search, Display, YouTube, Discovery, Gmail
- Partner apps, random placements
- Massive inventory to burn through
- Algorithm takes easy path
- Your conversions? Not their problem
What Ad Strength Really Measures
The Translation
'Good' = Google can show ads on Search + some Display (limited inventory)
'Excellent' = Google can show ads EVERYWHERE (massive inventory for them to sell)
Ad strength measures how much inventory Google can sell you,
not how effective your ads are.
The Fix Was Simple
Delete the videos.
- Traffic shifted back toward Search
- Conversions returned
- Ad strength dropped back to "Good"
- Google probably cried a single tear. I didn't.
The Fix
When Videos Actually Make Sense
Video Works If...
- You're running brand awareness campaigns—you actually want reach, not conversions
- Your audience converts from video—some products demo well and video drives action
- You have separate budgets for Search vs YouTube—so one doesn't cannibalise the other
- You're doing remarketing to warm audiences—people who already know you
But for local lead gen? For services where people search with intent—"pink slip near me," "plumber emergency," "accountant small business"—Search is where the money is. Video just dilutes your budget.
When Video Actually Makes Sense
Video Works If...
- 1
You're running brand awareness (you want reach)
- 2
Your audience converts from video (demos work)
- 3
Separate budgets for Search vs YouTube
- 4
Remarketing to warm audiences only
The Broader Lesson
Google's interface is designed to make you feel like you're underperforming:
- •That "Good" score with the green bar that's not quite full
- •The recommendations that promise improvement
- •The optimization score that's never 100%
It's manufactured dissatisfaction.
Google wants you to feel like you're leaving performance on the table so you'll give them more control, more asset types, more budget.
The Bigger Picture
That 'Good' score with the bar not quite full. The recommendations that promise improvement. The optimization score never at 100%. It's designed to make you feel like you're underperforming.
"Google's definition of 'better' is 'more inventory we can sell you.' Your definition should be 'more conversions at lower cost.' Those are often opposite directions."
What I Do Now
My PMax Rules
- Ignore ad strength—I care about cost per conversion, not Google's rating
- No videos in lead gen PMax—keeps traffic on Search where intent lives
- Question every recommendation—'Does this help me or help Google?'
- Check placement reports weekly—if cross-network is climbing, something's wrong
The New Rules
My PMax Rules Now
- 1
Ignore ad strength—cost per conversion matters
- 2
No videos in lead gen PMax
- 3
Question every recommendation
- 4
Check placement reports weekly
The Bottom Line
The gold star isn't worth chasing.
Conversions are.
Pink Slips NSW
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How adding videos to Performance Max sent my budget straight to YouTube hell. Google's ad strength score isn't measuring effectiveness—it's measuring how much inventory they can... #PPC #GoogleAds #PaidAdvertising #DigitalAds #PerformanceMax #AdStrength #JordanJamesMedia #DigitalMarketing
📚 New Article: I Chased Google's 'Excellent' Ad Score and It Killed My Conversions How adding videos to Performance Max sent my budget straight to YouTube hell. Google's ad strength score isn't measuring effectiveness—it's measuring how much inventory they can sell you. Read more 👇 #PPC #GoogleAds #PaidAdvertising #DigitalAds #PerformanceMax #AdStrength #JordanJamesMedia #DigitalMarketing