Google Ads Quality Score. What Is It and How Can You Improve It?

Running Google Ads can feel like a constant battle between costs and performance.

You want your ads to appear in the best possible position and keep costs low.

That’s where Google Ads Quality Score comes in.

Think of it as Google’s rating of your ad relevance, landing page experience, and expected click-through rate (CTR).

The higher your Quality Score, the more Google rewards you with lower CPCs (cost-per-click), better ad placement, and improved overall ad performance.

In other words, you pay less to show up in better positions.

So, what influences your Quality Score?

Three key factors:

• Ad relevance: How closely your ad matches what users are searching for.
• Expected CTR: How likely will people click on your ad?
• Landing page experience: Whether your landing page provides what users need.

If you’ve ever struggled with low Quality Scores, it’s often because one or more of these factors require improvement.

Understanding how Google calculates Quality Scores and optimizing for them is one of the best ways to improve ad performance, lower costs, and maximize ROI.

What Is Google Ads Quality Score?

Google Ads Quality Score is a 1-10 rating system that tells you how well your ads align with users’ search terms.

It’s Google’s way of measuring the quality of your ads and determining where they should appear in search results.

A higher Quality Score means you deliver relevant ads, a great landing page experience, and strong user engagement.

Google rewards this with lower CPCs and better ad positions.

Conversely, a low Quality Score can result in higher costs, fewer impressions, and lower rankings, even if you’re bidding aggressively.

How Quality Score Impacts Ad Rank

Google doesn’t just look at how much you’re willing to pay.

A combination of factors determines your Ad Rank (the position your ad appears in):

• Bid amount: The max you’re willing to pay per click.
• Quality Score: A high Google Ads Quality Score helps you outperform competitors even if they bid more.
• Expected impact of ad extensions: Adding site links, call extensions, and structured snippets can improve your ad’s visibility.

You don’t need the highest bid to win the best ad placements.

A high Quality Score can give you a competitive edge without blowing your budget.

Breaking Down the Quality Score Formula

Google calculates Quality Score using three core components:

1. Ad relevance: Does your ad align with the user’s search query? If Google thinks your ad doesn’t match search intent, your Quality Score will drop.
2. Expected CTR (Click-Through Rate): How likely are users to click on your ad? Google predicts this based on historical data and how similar ads have performed.
3. Landing page experience: Does your landing page deliver on what your ad promises? A relevant landing page with a good site speed, mobile optimization, and useful content leads to a better Quality Score.

How Google Calculates Quality Score at the Keyword Level

Your Google Quality Score isn’t merely an overall number; it’s calculated at the keyword level.

This means various keywords in your Google Ads account will receive different scores.

If specific keywords have a low Quality Score, they could be dragging down your ad performance.

Google evaluates keyword quality scores by looking at:

• How well the search terms match your ad copy.
• Whether you’re using the right keywords (including high-intent keywords).
• If your ad placements align with user intent.

Higher scores come from selecting specific keywords, writing relevant ads, and directing users to high-quality landing pages.

The Role of Historical Data in Achieving a Good Quality Score

Google considers your account’s past performance when determining Quality Score.

If your Google Ads campaigns have a strong history of high engagement, it’s easier to maintain a good score.

But if your ads have consistently low CTRs and poor landing page experiences, your historical data could work against you.

The Key Factors That Influence Google Ads Quality Score

Google Ads Quality Score isn’t some random number Google assigns to your ads.

It directly reflects how relevant and valuable your ads are to users.

If you want a higher quality score, you must focus on the key factors influencing it: ad relevance, expected CTR, and landing page experience.

Ad Relevance. Are Your Ads Matching Users’ Search Queries?

Google wants to show ads that match what people are searching for.

If your ad copy and ad headline don’t align with the user’s search query, you’ll get a low quality score, leading to higher CPCs and worse ad placements.

The best way to ensure ad relevance is to include your target keywords in:

• Your ad headline: This is the first thing users see. It should reflect their search terms as closely as possible.
• Your ad text: Reinforce the message with more keyword-rich content.
• Your display URL: A simple but effective way to boost relevance.

If Google sees a strong connection between your ads and the search terms, your Quality Score goes up, your ads get better placements, and you pay lower CPCs.

Expected Click-Through Rate (CTR). Will Users Click on Your Ad?

CTR is a considerable quality score factor because it tells Google how attractive and relevant your ad is.

If users see your ad but don’t click, Google assumes it’s irrelevant.

The result?

A low Quality Score and higher costs.

Google calculates your expected CTR based on:

• Your historical CTR: Past ad performance matters. If people have clicked on your ads before, Google assumes future users will too.
• The relevance of your ad: If your ad matches what people are looking for, they’re more likely to click.
• Ad position and visibility: Ads in higher positions tend to get better CTRs simply because they’re more visible.

A strong CTR signals to Google that your ad is valuable, which boosts your ad rank and lowers costs.

Landing Page Experience. Does Your Landing Page Deliver?

Google isn’t just evaluating your ads.

It also looks at where users land after they click.

If your landing page quality is poor, your Quality Score will drop, and you’ll struggle to compete in the ad auction.

A good landing page experience means:

• Relevance: The page should match the users’ search queries. If someone clicks on an ad about “affordable real estate in San Francisco” and lands on a general homepage without mentioning affordable real estate, Google will consider that a poor experience.
• Fast Load Time: Site speed matters. A slow page frustrates users and increases bounce rates. Google penalizes this with a lower Quality Score.
• Mobile Optimization: More searches happen on mobile devices than ever before. You lose customers and Quality Score points if your site isn’t mobile-friendly.
• Original, Valuable Content: Google rewards pages that provide real value. Thin content, generic sales pages, or misleading information hurt your landing page relevance and ad performance.

A better landing page experience leads to higher conversion rates, lower costs, and better ad positions.

The Best Way to Improve Your Google Ads Quality Score

If your Quality Score isn’t where you want it to be, don’t worry; there are straightforward steps you can take to improve the situation.

The best strategy involves enhancing ad relevance, click-through rate (CTR), landing page experience, and keyword strategy.

Optimizing Ad Relevance

Google prioritizes ads that are highly relevant to users’ search queries.

To improve ad relevance, you should:

• Use target keywords in your ad text and headline. The closer your ad copy matches the user’s search query, the higher your Quality Score will be.
• Utilize dynamic keyword insertion. This automatically updates your ad text based on what users are searching for, making your ads more personalized and relevant.
• Create high-quality ads with high-intent keywords. Rather than broad or generic terms, focus on keywords that indicate a strong intent to purchase or take action.

Enhancing Click-Through Rate (CTR)

A higher CTR signals to Google that your ad is relevant, which boosts your Quality Score.

Here’s how to get more clicks:

• Improve ad placements. Ads that appear in better positions get more clicks. A higher Quality Score helps with this, as does adjusting bids strategically.
• A/B test ad copy and ad extensions. Testing different variations of ad text, headlines, and ad extensions helps identify what drives the most engagement.
• Write compelling ad headlines and use call-to-action phrases. Make sure your ad copy is clear, engaging, and encourages action. Instead of saying “Best Running Shoes,” try “Shop the Best Running Shoes – 50% Off Today.”

Improving Landing Page Experience

Even if your ad is perfect, a bad landing page experience can ruin everything.

Fixing landing page issues will boost your Quality Score and improve ad performance.

• Ensure relevant landing pages that match users’ search queries. Your landing page should deliver precisely what the ad promised. For example, if your ad is about “affordable laptops,” don’t send people to a generic electronics page.
• Optimize for mobile devices. Google favors mobile-friendly sites, so you’ll lose potential customers if your landing page isn’t optimized for smaller screens.
• Improve site speed and provide valuable, original content. Users expect fast-loading pages and practical, engaging content. Slow, low-value pages lead to higher bounce rates and lower Quality Scores.

Using Negative Keywords to Improve Ad Performance

If your ads appear for irrelevant search terms, you waste money and hurt your CTR.

That’s where negative keywords come in.

• Negative keywords improve Ad Rank and lower wasted spending. They prevent your ads from being triggered by search terms that don’t align with your offer, keeping your budget focused on the right audience.
• The best practice for creating a negative keyword list. Regularly review your Google Ads account and check the search terms report to find irrelevant queries to block.

Refining Keyword Strategy for a Higher Score

Your keyword strategy directly impacts your Quality Score.

To improve it:

• Conduct keyword research to find the right keywords. Focus on high-intent keywords that indicate purchase or action intent.
• Use exact match, broad match, and long-tail keywords effectively. A mix of match types ensures you reach the right audience while maintaining control over relevancy.
• Structure ad campaigns with single keyword ad groups for better results. This allows for more precise ad targeting, leading to higher CTRs, better Quality Scores, and lower CPCs.

When you focus on these areas, your Google Ads Quality Score improves, which means lower costs, better ad placements, and more conversions.

Google rewards advertisers who deliver a great user experience, and a strong Quality Score precisely represents that.

Enhancing Google’s Quality Score involves more than quick fixes; it necessitates continuous optimization of your ad campaigns, landing pages, and targeting strategy.

The better your Quality Score, the lower your costs and the higher your ad performance.

Understanding Google Ads Quality Score at Different Levels

Google Ads Quality Score isn’t just about individual ads, it operates at multiple levels.

Understanding how it works at the keyword, ad, and account levels can help improve your overall ad performance and drive better results for your campaigns.

Keyword Level. How Keyword Quality Scores Impact Ad Performance

Your Quality Score at the keyword level determines how well your target keywords align with what users are searching for.

Google assigns a keyword quality score based on three key factors:

• Ad Relevance: If your ad copy doesn’t match the user’s search query. Using specific keywords in your ad text and headline helps increase relevance.
• Expected CTR (Click-Through Rate): Google predicts how likely users are to click your ad. A higher CTR boosts your Quality Score and helps lower costs.
• Landing Page Experience: If users land on a poorly designed or irrelevant landing page, they’ll leave quickly, signaling to Google that your page isn’t helpful. A high-quality, relevant landing page can significantly improve Quality Score.

If your keyword Quality Score is low, it’s time to optimize your ad relevance, refine your negative keyword list, and ensure the relevance of your landing page.

The more relevant your keywords, the better your ad performance and placement.

Ad Level. Ensuring Relevance of Your Ads for a Higher Score

Your ad relevance plays a significant role in determining whether your ads get better ad placement or get buried in the search results.

If your ads don’t closely match users’ search queries, they won’t perform well, and you’ll pay more for fewer clicks.

To improve ad relevance:

• Write high-quality ads with compelling headlines that directly address the user intent.
• Use dynamic keyword insertion to make ads more relevant to search terms.
• Ensure your ad text aligns with what people are searching for, high-intent keywords lead to better performance.

A high-quality ad gets better positions in the ad auction, increasing the effectiveness of your ads while lowering costs.

Account Level. The Impact of Historical Data on Google Ads Account Performance

Google considers the historical performance of your Google Ads account when determining your Quality Score.

If your account has a track record of low CTRs, irrelevant ads, or poor landing page quality, it will impact the performance of new ad campaigns.

To improve your account-level Quality Score:

• Consistently optimize ad performance by running A/B tests.
• Maintain high-quality ads and improve landing page experience.
• Avoid frequent poor-performing keywords and refine your negative keyword list.

A strong historical Quality Score gives you a competitive advantage in the ad auction, leading to higher positions and a lower CPC.

Common Mistakes That Lead to a Low Quality Score

A low Quality Score doesn’t just mean you’re paying more, it means your ads aren’t reaching the right audience.

Some common mistakes can drag your Quality Score down and hurt your Google Ads campaigns.

Poor Ad Relevance and Mismatched Search Terms

Your ad relevance suffers if your ads don’t closely align with what people are searching for.

Google wants users to find relevant ads, so if your ad copy doesn’t match users’ search queries, your Quality Score drops.

How to fix it:

• Use keyword research to find the most relevant keywords.
• Optimize your ad text and ad headline for high-intent keywords.
• Avoid generic ads, make sure your message matches the user’s needs.

Ignoring Landing Page Relevance and Landing Page Quality

Your landing page experience matters just as much as your ad relevance.

If people click your ad but leave immediately, Google sees this as a sign that your landing page quality is poor.

Common landing page mistakes include:

• Sending users to a generic homepage instead of a specific, relevant landing page.
• Slow site speed that frustrates users.
• Lack of original content that aligns with the search query.

How to improve it:

• Ensure your landing pages match the search terms and ad copy.
• Optimize for mobile devices to provide a better user experience.
• Keep your loading times fast, slow pages lead to high bounce rates and a lower Quality Score.

Failing to Optimize for Better Ad Positions and Better Return

A good Quality Score leads to better ad placement and a lower cost-per-click (CPC).

If your ads consistently appear in low positions or aren’t getting clicks, your Quality Score will suffer.

What causes this?

• Weak ad relevance: Your ads don’t match users’ search queries.
• Low expected CTR: Your ads aren’t compelling enough to get clicks.
• Poor landing page experience: People leave without taking action.

To improve your ad placement and return on investment:

• Use A/B testing to refine your ad copy and improve CTR.
• Implement ad extensions to provide additional information.
• Ensure your bidding strategy aligns with your conversion rate goals.

Overlooking Match Types and Ineffective Negative Keyword Lists

Using the wrong match types can cause ads to appear for irrelevant search terms, leading to wasted spend and a low Quality Score.

Not using a negative keyword list means your ads may show for searches that aren’t a good fit for your business.

Common mistakes include:

• Relying too much on broad match instead of exact match for better performance.
• Not refining negative keyword lists, allowing irrelevant searches to trigger ads.
• Targeting too many low-quality, low-intent keywords that don’t convert.

How to fix it:

• Use exact match and long-tail keywords to ensure relevant ads.
• Regularly update your negative keywords to block unwanted searches.
• Monitor search terms in your Google Ads account to refine your targeting.

Avoiding these mistakes and optimizing your Google Ads campaigns will increase your Quality Score, improve ad performance, and lower your CPC, ultimately resulting in a better return on investment.

Leveraging Ad Extensions for a Competitive Advantage

When it comes to improving Google Ads performance, every detail matters.

One often overlooked yet powerful tool is ad extensions.

These additional pieces of information help your ads stand out, making them more engaging, informative, and clickable.

The result?

A higher expected CTR, better ad performance, and improved ad placement.

How Ad Extensions Boost Expected CTR and Ad Performance

Google prioritizes ads that provide value, and ad extensions do precisely that.

Offering users additional information increases their chances of clicking on your ad.

More clicks mean a higher CTR, which directly improves your Quality Score.

A better Quality Score results in a lower CPC, better ad rank, and more cost-effective ad campaigns.

Ad extensions make your ad more noticeable in the search results, giving you a competitive edge.

Instead of displaying just an essential headline and description, extensions provide extra details like site links, phone numbers, and structured snippets, increasing user engagement.

The Best Way to Use Phone Numbers, Site Links, and Structured Snippets

Not all ad extensions work the same way, so choosing the right combination is crucial.

Here’s how you can use them effectively:

• Call Extensions (Phone Numbers): If you want users to contact you directly, adding a phone number increases conversions, especially on mobile devices. This is ideal for businesses that rely on phone calls for leads.
• Site Link Extensions: Direct users to specific landing pages based on their search intent. Instead of just linking to your homepage, guide them to high-intent pages like a product page, contact form, or a special offer. This helps increase conversions and ensures users find what they’re looking for faster.
• Structured Snippets: Provide additional context about your products or services. For example, if you’re advertising a marketing agency, you can list services like SEO, PPC, and content marketing. The more relevant details you provide, the higher the chances of attracting qualified leads.

Ad extensions don’t just make your ads look better, they improve CTR, Quality Score, and conversion rates, helping you get better ad placement without increasing your budget.

The Role of A/B Testing in Achieving PPC Success

Even the best ad campaigns have room for improvement.

A/B testing (split testing) is the most brilliant way to fine-tune your ads for better performance.

You can determine what resonates with your audience by testing different elements, leading to higher CTR, lower CPC, and better conversion rates.

How A/B Testing Helps Improve Ad Copy and Landing Page Experience

Every detail in your ad matters, headline, description, call-to-action, keywords, and even landing page design.

A/B testing allows you to experiment with different variations and identify what works best.

For example, you can test:

• Two different ad headlines to see which drives more clicks.
• Different calls to action (e.g., “Get a Free Quote” vs. “Claim Your Offer Now”).
• Variations in landing page design to see which leads to higher conversions.

By constantly testing and tweaking your ads, you ensure they stay relevant, engaging, and optimized for maximum results.

Analyzing Ad Performance and Making Data-Driven Optimizations

Testing without analyzing the results is pointless.

Once you have A/B test data, dive into Google Ads metrics to measure:

• CTR: Which ad version gets more clicks?
• Conversion rate: Which landing page converts better?
• Quality Score: Did the changes improve ad relevance and expected CTR?

Use these insights to refine your ad campaigns.

The more data-driven optimizations you make, the better your ad performance and return on investment.

A/B testing isn’t a one-time task.

The best PPC campaigns are constantly tested, refined, and improved to maximize long-term success.

Achieving a High-Quality Score for Better Results

A high Google Ads Quality Score isn’t merely a vanity metric; it’s transformative.

It directly impacts your ad rank, CPC, conversion rates, and overall PPC success.

The higher your score, the less you pay for better placements, giving you a competitive edge in the ad auction.

The Importance of Ongoing Optimization for Better Ad Placement

Many advertisers err by launching their ads without ongoing management.

However, Google Ads is dynamic, and what works today might not work tomorrow.

Regular optimization ensures your ads remain relevant, cost-effective, and high-performing.

Key areas to focus on include:

• Ad relevance: Keep refining your ad copy, keywords, and targeting.
• Landing page quality: Ensure fast loading speed, mobile-friendliness, and strong CTAs.
• CTR optimization: Use ad extensions, compelling ad text, and A/B testing.
• Negative keywords: Constantly refine your negative keyword list to eliminate irrelevant traffic.

How a High-Quality Score Leads to Lower CPC, Higher Conversion Rate, and Better Return

With a higher Quality Score, you unlock multiple benefits:

• Lower CPC: You pay less per click while maintaining strong ad positions.
• Better conversion rates: More relevant ads lead to higher engagement and sales.
• Improved ROI: A well-optimized campaign delivers better returns without increasing ad spend.

Google rewards advertisers who provide the best user experience.

By focusing on ad relevance, CTR, landing page experience, and continuous improvements, you set yourself up for long-term PPC success.

Encouragement to Follow Best Practices for Long-Term PPC Success

There’s no magic formula for success in Google Ads, just smart strategy and continuous refinement.

Keep testing, optimizing, and learning from your ad performance data.

Invest time in understanding Quality Score and leveraging best practices to get the best possible results.

With the right approach, you’ll achieve better ad placements, lower costs, and higher conversion rates, giving you a real competitive advantage in the search engine results.