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 Excellent Ad Strength Trap
Pink Slips NSW Case Study
Why chasing Google's gold star tanks your campaigns
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.
The Trap
Google dangles 'Excellent' ad strength like a gold star. You add videos to get it. Your campaign falls off a cliff.
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.
Before vs After Videos
Clicks converting, budget on Search, leads coming in
Clicks up, conversions zero, budget on YouTube pre-roll
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
Why Google Pushes YouTube
- 1
YouTube inventory is abundant
- 2
Clicks are cheaper than Search
- 3
Google owns YouTube
- 4
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
Ad strength measures how much inventory Google can sell you,
not how effective your ads are.
Traffic shifted back to Search. Conversions returned. Ad strength dropped to 'Good.'
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.
Google's definition of 'better' is 'more inventory we can sell you.' Yours should be 'more conversions at lower cost.'
— Jordan James
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.
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.
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
My PMax Rules Now
- 1
Ignore ad strength rating
- 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.
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The Excellent Ad Strength Trap
Pink Slips NSW Case Study
Why chasing Google's gold star tanks your campaigns
The Trap
Google dangles 'Excellent' ad strength like a gold star. You add videos to get it. Your campaign falls off a cliff.
Before vs After Videos
Clicks converting, budget on Search, leads coming in
Clicks up, conversions zero, budget on YouTube pre-roll
Why Google Pushes YouTube
- 1
YouTube inventory is abundant
- 2
Clicks are cheaper than Search
- 3
Google owns YouTube
- 4
Your conversions? Not their problem
Traffic shifted back to Search. Conversions returned. Ad strength dropped to 'Good.'
Google's definition of 'better' is 'more inventory we can sell you.' Yours should be 'more conversions at lower cost.'
— Jordan James
My PMax Rules Now
- 1
Ignore ad strength rating
- 2
No videos in lead gen PMax
- 3
Question every recommendation
- 4
Check placement reports weekly
Need PMax Optimization?
Stop chasing Google's gold stars. Start chasing conversions.
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