Should You Pin Headlines on Google Ads? The Data May Surprise You
No, your Optimization Score doesn't really matter either.
Google Ads optimization scores warn against pinning headlines, but is that really the whole story? If you’ve avoided pinning headlines to keep your score high, you might be missing out on better performance.
Let’s explore why Google’s guidance isn’t always what it seems and how the right approach to pinning can transform your campaigns.
🧙🏼♀️ The Myth of Optimization Scores
First, let’s debunk the biggest myth: Google’s optimization score isn’t the ultimate measure of success.
This metric favors automated suggestions, which can be helpful but don’t account for your unique business needs or messaging priorities. Your goal is to drive results—not just a higher score.
Pinning headlines allows you to control what potential customers see first, ensuring your most critical messaging always takes center stage.
But what does the data say? I’ve run a real-world experiment, and the results speak volumes.
📊 The Data: Pinned vs. Non-Pinned Ads
For the past 90 days, I’ve tested pinned headlines against non-pinned ones in one of my accounts. Here’s a snapshot of the results:
The key takeaway? Pinned ads consistently outperform non-pinned ads in critical areas like conversion rate, total conversions, and cost per conversion. While non-pinned ads had a slightly lower CPC and higher top impressions, the increase in conversions and efficiency from pinned ads makes them a clear winner.
Why Pinned Headlines Work
Here’s why pinned headlines outperformed non-pinned ones in my tests:
Clear, Consistent Messaging
When you pin a headline, you ensure that your most important message—like a unique selling proposition or an irresistible offer—is always front and center. This resonates with your target audience and drives more qualified clicks.Eliminating Guesswork
Google’s algorithms prioritize variety, but that’s not always what your campaign needs. Pinning lets you override automated suggestions and focus on what you know works best for your audience.Balancing Flexibility with Strategy
Pinning 1-2 key headlines still allows Google’s automation to test other variations, creating the best of both worlds: strategic consistency and dynamic optimization.
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When Should You Pin Headlines?
While pinning isn’t right for every campaign, here are a few scenarios where it can be a game-changer:
Highlighting Your USP: Ensure your unique selling point is always seen.
Seasonal Promotions: Pin time-sensitive offers or events to drive immediate action.
Hyper-Local Campaigns: Emphasize your location or service area to attract local customers.
📌 How to Pin Headlines Effectively: My Proven Method
Pinning headlines can deliver outstanding results—but only if you do it strategically. Here’s the method I’ve developed to maximize performance:
The RSA Headline Pinning Strategy
Headline for the Ad Group:
Pin a headline that reflects the core theme of your ad group. This ensures relevance and increases your quality score.Call-to-Action (CTA):
Use action-oriented language that drives users to take the next step. Examples include:“Get a Free Consultation”
“Book Now to Save 20%”
Unique Selling Proposition (USP):
Highlight your competitive edge. What makes your business stand out? Pin a headline that emphasizes your USP, such as:“Locally Owned & Operated”
“Fast, Same-Day Service”
Why This Works
This structure aligns your ad headlines with user intent, creates a compelling message, and allows Google to optimize the remaining headlines.
By following this approach, you ensure your key messaging remains consistent while allowing automation to test additional variations.
The Bottom Line
Don’t let Google’s optimization score scare you away from pinning headlines. When done strategically, pinning can improve your results—like the 30% higher conversion rate I achieved in my tests.
So, should you pin headlines? Absolutely—if you’re focused on real metrics that matter, like conversions and ROI.
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