How To Improve Google Ads Quality Score
Many advertisers struggle to get their Google Ads seen without spending too much money. A good Quality Score can lower your cost per click by up to 50% while improving your ad position.
This guide will show you proven ways to boost your Quality Score through better keywords, engaging ad copy, and landing page fixes.
Key Takeaways
Google Ads Quality Score rates ads from 1-10 based on three main factors: expected click-through rate, ad relevance, and landing page experience.
A high Quality Score can lower your cost per click by up to 50% while improving ad position. Keep ad groups small with 10-20 related keywords for better control.
Landing pages must load quickly and match ad content exactly. Use tools like Google PageSpeed Insights to check loading speeds and fix slow pages.
Create focused ad groups with relevant keywords, write clear ad copy, and use all available ad extensions like sitelinks and callouts to boost visibility.
Regular testing of different ad formats, monitoring through analytics, and updating negative keyword lists helps maintain strong Quality Scores across campaigns.
What is Google Ads Quality Score?
Google Ads Quality Score rates your ads on a scale of 1 to 10, showing how useful they are to people who search. Google brought this scoring system to life in 2005, starting with simple ratings of 'Poor, OK, Great' before moving to the current number scale.
The score focuses on three main parts:
Your expected click-through rate.
How relevant your ad is.
What users experience on your landing page.
Quality Score serves as the pulse of your ad performance, determining both its visibility and cost-effectiveness.
Your ad's success depends heavily on these scores, which Google calculates based on past performance and exact match searches. A higher score means your ads match what users want to find, leading to better ad placement and lower costs per click.
Landing page experience plays a big role too - fast-loading pages that give users what they need will boost your overall score.
Why Quality Score Matters for Campaign Performance
Quality Score plays a vital role in your ad campaign's success and cost-effectiveness. Your ad rank depends on two main factors:
Your CPC bid.
Your Quality Score.
A high Quality Score leads to better ad positions at lower costs, giving you a strong competitive advantage in the market.
Many advertisers pay more for their clicks because they ignore the impact of Quality Score on their campaigns. The system rewards relevant, high-quality ads with better placement and reduced costs per click.
Quality Score affects your search advertising performance through direct cost savings and improved visibility. Brands with excellent Quality Scores often secure top ad positions while paying less than their competitors.
The maths is simple - if your Quality Score rises, your cost per click drops. Landing page experience, ad relevance, and expected click-through rates shape your overall score. Your ads need clear calls to action, relevant keywords, and fast-loading pages to maintain high performance.
Regular testing of ad formats and monitoring through web analytics helps maintain strong Quality Scores across your campaigns.
Factors That Influence Quality Score
Google measures your Quality Score through three main factors: ad relevance, expected click-through rate, and landing page experience - each element shapes your ad's success.
Ad Relevance
Ad relevance measures how well your ad copy matches a user's search terms. Your ads must speak directly to what people type into the search box. The quality score shows 'Above Average', 'Average', or 'Below Average' ratings based on this match.
Creating tight keyword groups and writing specific ad copy helps boost relevance scores.
A strong match between keywords and ad text leads to better click-through rates. Your landing page needs clear links to the search terms and ad promises. Use dynamic keyword insertion to make ads more targeted.
Keep ad groups small with 10-20 related keywords. Test different headlines and descriptions to find what connects best with your target audience.
Expected Click-Through Rate (CTR)
Expected click-through rate measures how likely users will click your Google ads based on past performance. Google analyses your ad's historical data to predict future clicks, with rates below 1.5% considered low and above 3.5% viewed as strong performers.
Your ad's CTR plays a vital role in determining your quality score and overall campaign success.
Search engines track user behaviour to calculate expected CTR scores for each keyword in your account. The system looks at your keyword's past click performance compared to its position on search results pages.
A higher CTR signals that your ads match user intent well, which leads to better ad positions and lower costs per click. Regular monitoring of CTR metrics through Google Analytics helps optimise pay-per-click campaigns for better results.
Landing Page Experience
Landing pages are the initial contact point between users and your business. A strong landing page needs clear, relevant content that aligns with your ad's message. Sites like ASOS.com and Etsy.com excel at this through fast loading speeds and user-friendly layouts.
Your page must load quickly on all devices, especially smartphones, to keep bounce rates low.
Google PageSpeed Insights monitors your landing page performance with detailed speed analysis. Create pages with clear calls to action, simple navigation, and mobile-friendly designs.
Your landing page should provide value to visitors through helpful content, easy-to-find information, and smooth checkout processes. Use A/B testing for different page layouts to boost conversion rates and improve user experience.
Strategies to Improve Google Ads Quality Score
You can boost your Google Ads Quality Score with proven methods that drive better results. These methods include creating focused ad groups, writing clear ad copy, and making your landing pages match what people search for.
Optimise Campaign and Keyword Structure
A solid campaign structure forms the base of successful Google Ads performance. Strong keyword organisation leads to better quality scores and lower costs per click.
Create separate ad groups for similar keywords, such as splitting "Pizza Delivery" from "Takeaway Pizza" to boost relevance
Match each keyword to specific landing pages that answer the search intent directly
Keep ad groups small with 10-15 related keywords to maintain tight control
Set up single keyword ad groups for your top-performing search terms
Place long-tail keywords in their own groups to write more targeted ad copy
Use phrase match and exact match types for better targeting control
Add negative keywords to stop irrelevant clicks and wasted spend
Group keywords by search intent rather than product categories
Monitor search term reports weekly to find new keyword opportunities
Test different keyword variations to find the best performers
Remove low-quality score keywords that drag down group performance
Apply broad match keywords for controlled keyword expansion
Structure campaigns by location or product line for easier budget control
Label ad groups clearly to track performance across similar themes
Check keyword quality scores weekly and adjust groups as needed
Write Relevant and Engaging Ad Copy
Great ad copy grabs attention and drives clicks. Strong ad text matches user intent and includes specific keywords in headlines and descriptions.
Make headlines clear and direct with your main keyword, such as "Pizza Delivery Dublin" rather than vague phrases.
Place top-performing keywords near the start of your ad text to boost relevance scores and click-through rates.
Test different call-to-action phrases in your descriptions to find what drives the most clicks from your target audience.
Use location-specific terms in your ad copy to connect with local searchers looking for nearby services.
Create unique selling points that set your ads apart from competitors in the search results.
Include prices, promotions, or special offers to give users compelling reasons to click your ad.
Match your ad text closely to landing page content for better quality scores and user experience.
Try countdown timers in headlines to create urgency for limited-time offers and sales.
Keep descriptions focused on benefits that solve customer problems or meet their needs.
Write in simple, clear language that speaks directly to your target customer's search intent.
Check spelling and grammar carefully since errors can hurt ad performance and brand trust.
Update ad copy regularly based on performance data and seasonal changes in search behaviour.
Split test different versions of headlines and descriptions to find the highest-performing combinations.
Use Ad Extensions Effectively
Ad extensions boost your Google Ads visibility and give users more reasons to click. These extra snippets of information make your ads larger and more informative, leading to better click-through rates.
Place sitelink extensions to show extra links below your main ad text, pointing users to specific pages like 'Shop Now' or 'Contact Us'
Add callout extensions to highlight key selling points such as 'Free Shipping' or '24/7 Support' in your ads
Include price extensions to display your products or services with costs right in the search results
Set up location extensions to show your business address and a map marker for local searches
Create call extensions that display your phone number and make it clickable on mobile devices
Apply lead form extensions to collect user information directly through your ads
Use image extensions to showcase your products visually in search results
Display promotion extensions to highlight special offers and sales periods
Schedule your extensions to show during peak business hours for maximum impact
Monitor extension performance through the Google Ads dashboard weekly
Test different extension combinations to find what works best for your campaign goals
Match your extension content to your landing page information for better quality scores
Keep your extension information current and remove outdated promotions promptly
Use proper spacing and punctuation in extension text for better readability
Incorporate Negative Keywords
Negative keywords are essential for Google Ads campaign success. Effective use of negative keywords excludes irrelevant searches and boosts your click-through rates.
Add search terms that bring wrong traffic to your ads as negative keywords. For example, if you sell new cars, add "used" as a negative keyword.
Review your search query reports weekly to identify irrelevant terms that trigger your ads. Google Ads shows exactly which searches led to clicks or impressions.
Exclude competitor brand names through negative keywords to avoid wasting budget on non-converting clicks. This keeps your ads focused on your target audience.
Create separate negative keyword lists for different ad groups to maintain better control. Each product line might need its own set of blocked terms.
Use broad match negative keywords to prevent your ads from showing for similar phrases. This helps maintain high CTRs across your pay-per-click campaigns.
Check your landing page bounce rates to identify terms that need blocking. High bounce rates often signal irrelevant traffic from poor keyword matching.
Set negative keywords at the campaign level for terms that never apply to your business. This saves time and improves overall campaign performance.
Adjust your negative keyword list based on actual search performance data. Regular reviews help maintain strong keyword relevance and reduce wasted spend.
Try different match types for negative keywords to find the right balance. Exact match offers precise control while broad match prevents more irrelevant clicks.
Improve Landing Page Experience
A great landing page creates a smooth path for users to find what they need. Landing page optimisation stands as a key factor in Google Ads success, affecting both Quality Score and conversion rates.
Match your ad text with landing page content to keep messages clear. Your landing page should speak directly about the product or service from your ad copy.
Create clear calls-to-action that stand out on the page. Place buttons in spots where users can see them right away, using colours that grab attention.
Speed up your page load time through Google PageSpeed Insights checks. Fast pages keep visitors happy and boost your Quality Score.
Make forms simple and ask only for needed information. Short forms with 3-4 fields often get more submissions than longer ones.
Add trust signals like customer reviews and security badges. Users feel more confident making decisions when they see proof from other buyers.
Use clean layouts with plenty of white space. Simple designs help users focus on important details without getting lost.
Put important information above the fold where users see it first. Most visitors spend 80% of their time looking at content near the top of your page.
Make your pages work well on mobile phones. Google checks how your site looks on all devices for Quality Score ratings.
Link to relevant pages that help users learn more. Good internal linking helps visitors find extra details they might need.
Test different page versions to see what works best. Small changes in layout or text can make big differences in results.
Enhance Website Speed and Mobile Friendliness
Fast website loading speeds create better user experiences and boost Google Ads performance. Mobile-friendly pages help reach more customers and increase conversion rates.
Test your page load speed with Google's free PageSpeed Insights tool to spot issues that slow down your site
Compress all images on your landing pages to reduce file sizes without losing quality
Remove unused scripts, plugins, and code that make your website sluggish
Enable browser caching to store static files, making repeat visits faster
Make your landing page mobile-responsive through proper text sizing and button spacing
Place important content above the fold for quick access on mobile devices
Use clear fonts and proper contrast ratios for better text readability
Keep forms short and simple with large input fields for mobile users
Space out clickable elements to prevent accidental taps on small screens
Check site speed across different mobile networks and devices
Fix broken links and redirect chains that slow down page loading
Minimise HTTP requests by combining CSS and JavaScript files
Host videos on platforms like YouTube instead of directly on your site
Use a content delivery network to serve files from servers closer to users
Monitor your mobile site speed through Google Search Console reports
Test Ad Formats and Dynamic Headlines
Testing different ad formats helps boost your Google Ads quality score. Proper testing of headlines and formats leads to better click-through rates and campaign success.
Create Responsive Search Ads with 15 unique headlines that speak directly to your target audience's needs. Mix short and long headlines to find what works best.
Use Dynamic Keyword Insertion in your headlines to match search terms exactly. This makes ads more relevant to users and lifts click-through rates.
Run A/B tests with different call-to-action phrases in your headlines. Strong action words like "Buy", "Save", or "Learn" can increase engagement.
Keep 2-3 active ads running in each ad group to compare performance. This creates healthy competition between ads and shows which messages work best.
Test different headline combinations that include your main keywords. Place the most important keywords in headline position one.
Write headlines that match search intent for better ad relevance. Sales-focused keywords need promotional headlines, while information searches need educational ones.
Include prices, promotions, or special offers in your headlines if they match search terms. Numbers and specific details grab attention in search results.
Monitor click-through rates for each headline variation through Google Ads reporting. Remove poor performers and replace them with new tests.
Update headlines based on seasonal trends and current events. Fresh, timely content often earns better engagement rates.
Check headline performance across different devices and adjust accordingly. Mobile users might respond better to shorter, punchier headlines.
Tools to Monitor and Improve Quality Score
Several tools help track and boost Google Ads quality scores. Ads Grader is a free tool that offers detailed insights into ad performance and suggests quick fixes for low-scoring campaigns. Adalysis stands out as a tool that spots trends in quality scores across different keywords and ad groups.
Google PageSpeed Insights analyses landing page speed, which plays a vital role in quality score calculations.
Marketing teams need to review search queries each week to maintain high-quality scores. These reviews help identify poor-performing keywords and spot new opportunities for campaign growth.
Tools like Google Ads Editor make it simple to adjust multiple campaigns at once, saving time on optimisation tasks. Regular monitoring through these tools leads to better click-through rates and lower cost per click in pay-per-click campaigns.
Common Misconceptions About Quality Score
Many Google Ads users hold wrong ideas about Quality Score that hurt their campaigns. These myths about match types and paused ads lead to poor decisions in ad management, but clear facts can guide better choices for your PPC success.
Changing Match Types and Quality Score
Match types in Google Ads have no impact on your Quality Score. Broad match keywords increase ad impressions, yet require monitoring to achieve optimal performance. Your Quality Score remains constant regardless of using broad, phrase, or exact match types for your keywords.
Google considers elements such as click-through rates and landing page experience to determine Quality Scores. Pay-per-click campaigns perform effectively with various match types to connect with the intended audience.
Experienced marketers evaluate different keyword matches to optimise their ad campaigns, while monitoring their cost per acquisition.
Impact of Paused Ads or Keywords
Pausing ads or keywords in your Google Ads campaigns won't hurt your Quality Score. Google's system keeps the scores intact, even if you pause parts of your pay-per-click campaigns.
This feature gives advertisers more control over their search engine marketing efforts without facing penalties.
Your landing page experience and click-through rates stay safe during pauses. Many digital marketing experts use this pause feature to test different advertising campaigns. The scores remain separate for Search and Display networks, so pausing one type won't affect the other's performance.
This setup helps retailers and ecommerce businesses manage their marketing strategy with more flexibility.
Measuring the Impact of Quality Score Improvements
Tracking Quality Score changes helps you spot improvements in your Google Ads performance. Your key performance indicators, such as click-through rate and conversion rate, show clear signs of progress.
Google calculates these scores in real-time during ad auctions, making it easy to spot quick wins and areas that need work.
A higher Quality Score leads to lower costs per click and better ad positions. Pay-per-click campaigns with strong landing page experience often see up to 50% lower CPCs. Social media marketing metrics, combined with Google Ads data, paint a complete picture of your campaign success.
Your contextual targeting efforts shine through improved Quality Scores, especially for high-volume keywords that update frequently.
Frequently Asked Questions
This FAQ section answers the most common queries about Google Ads Quality Score from PPC managers and business owners. I've gathered these questions from real advertisers who use Google Ads daily to help you boost your click-through rates and landing page performance.
How Often Does Google Update Quality Score?
Google calculates Quality Scores in real-time during each ad auction, making updates almost instant for active campaigns. Your pay-per-click ads receive fresh scores based on click-through rates, landing page quality, and ad relevance throughout the day.
High-volume keywords see more frequent updates due to their constant activity in Google's system.
The platform tracks your ad performance through various metrics, including CPC bidding and display ad engagement. Your Quality Score changes reflect actual user behaviour, such as clicks, bounce rates, and time spent on landing pages.
These updates help maintain fair pricing and better ad positions for advertisers who create relevant, high-quality content.
Does Quality Score Directly Affect Ad Rank?
Quality Score plays a direct role in determining Ad Rank through a simple formula: Ad Rank = CPC bid × Quality Score. Your ad's position on search results depends on this calculation.
A high Quality Score boosts your ad placement chances, even with lower bids than competitors.
Pay-per-click success relies on strong Quality Scores to reduce costs and improve ad positions. Landing page experience, click-through rates, and ad relevance work together to shape your Quality Score.
Better scores lead to lower costs per click and higher positions in search results. Your ads gain more visibility while spending less on each click.
Conclusion
Improving your Google Ads score needs constant work and testing. Your success depends on making ads that match what people search for, creating fast-loading pages, and writing clear messages.
Strong scores lead to lower costs and better ad spots on search pages. Small changes to your keywords, ad text, and landing pages can make a big difference in your campaign results.
Regular checks and updates will keep your ads performing at their best.
FAQs
1. What affects my Google Ads quality score?
Your quality score depends on your click-through rate, landing page quality, and how well your keywords match user searches. Both phrase match keywords and broad keywords play a big role in your online marketing success.
2. How can I improve my landing page for better quality scores?
Focus on usability, add clear call-to-action buttons, and make sure your URL slug is simple. Whether you're using Shopify or other platforms, your landing page should load quickly and match what your pay-per-click ads promise.
3. Does advertising on other platforms help my Google Ads score?
While running display ads on Facebook and Instagram can boost your overall online presence, Google's quality score focuses mainly on your Google.com performance and relevant keyword research.
4. How important is click-through rate for quality score?
Click-through rate is very important, as it shows Google that your ads are relevant to people searching on the web. Higher rates often lead to better scores and lower pay-per-click costs.
5. Should I use tags and email marketing with Google Ads?
Yes, using proper tags in Google Ads helps track performance, while email marketing can support your PPC advertising efforts by bringing visitors back to your landing page, improving overall engagement rates.
