Achieving Ad Strength ratings of "Good" or "Excellent" involves optimizing various elements of your ad to meet best practices and guidelines set by the advertising platform. Here are detailed steps to improve your ad strength ratings on Google and Facebook:

For Google Ads

1. Use Responsive Search Ads (RSAs):
- Headlines and Descriptions: Provide multiple, diverse headlines and descriptions. Aim for at least 10-15 headlines and 3-4 descriptions.
- Keyword Relevance: Ensure your headlines and descriptions include relevant keywords that match your target audience’s search queries.
- Unique Content: Avoid redundancy. Each headline and description should be unique and provide different value propositions.

2. Ad Extensions:
- Sitelink Extensions: Add links to various pages on your website.
- Callout Extensions: Highlight unique selling points or offers.
- Structured Snippets: Provide specific details about your products or services.
- Call Extensions: Include your phone number for direct contact.
- Location Extensions: If applicable, show your business location.

3. Ad Relevance:
- Ensure your ad copy closely matches the keywords in your ad group.
- Use dynamic keyword insertion to make your ads more relevant.

4. Quality Score:
- Improve your landing page experience by making it relevant, useful, and easy to navigate.
- Optimize your ads for higher click-through rates (CTR) by testing different ad copy variations.

5. Ad Customizers:]
- Use ad customizers to dynamically update your ads based on user context, such as location, time of day, or device type.

6. Continuous Testing:
- Regularly test and update your ad copy based on performance data.
- Use A/B testing to determine which headlines, descriptions, and extensions perform best.

For Facebook Ads

1. Clear and Compelling Creative:
- Use high-quality images or videos that grab attention and are relevant to your product or service.
- Ensure your creative is visually appealing and adheres to Facebook’s ad specifications.

2. Engaging Ad Copy:
- Write clear, concise, and engaging ad copy that includes a strong call-to-action (CTA).
- Highlight the benefits and unique selling points of your product or service.

3. Ad Formats:
- Experiment with different ad formats, such as carousel ads, video ads, and collection ads, to see which resonates best with your audience.
- Use Facebook’s Dynamic Ads for personalized ad experiences.

4. Audience Targeting:
- Use Facebook’s detailed targeting options to reach your ideal audience based on demographics, interests, and behaviors.
- Create Custom Audiences from your customer list, website visitors, or app users.
- Utilize Lookalike Audiences to expand your reach to users similar to your best customers.

5. Ad Relevance Diagnostics:
- Monitor your ad relevance diagnostics, which include Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking. Aim to improve these metrics by optimizing your ad creative and targeting.

6. A/B Testing:
- Conduct A/B tests to compare different ad variations and identify which elements drive better performance.
- Test different headlines, ad copy, images, videos, and CTAs.

7. Ad Placement:
- Use automatic placements to allow Facebook to optimize your ad delivery across its platforms (Facebook, Instagram, Audience Network, Messenger).
- Manually select placements if you have specific insights on where your ads perform best.

8. Ad Frequency:
- Monitor your ad frequency to avoid ad fatigue. If your ad frequency is too high, refresh your ad creative or adjust your targeting.

By consistently monitoring and optimizing these elements, you can improve your ad strength ratings and achieve better performance on both Google and Facebook Ads.