When it comes to running successful Google Ads campaigns, one metric plays a critical role in determining your cost and visibility the Quality Score. It’s one of Google’s most important ranking factors, directly influencing your ad performance, cost-per-click (CPC), and overall return on investment (ROI).
If your ads aren’t performing as expected, your Quality Score might be the reason. The good news? You can fix it with the right strategy.
In this guide, we’ll explain what Quality Score is, how it’s calculated, and how to improve your Quality Score in Google Ads for better performance and lower costs.
What Is Quality Score in Google Ads?
Quality Score is a metric (rated from 1 to 10) that Google uses to evaluate the relevance and quality of your ads, keywords, and landing pages.
A high Quality Score means your ads are relevant and useful to users. A low score, on the other hand, signals that your ad experience needs improvement.
Google uses three main factors to calculate Quality Score:
- Expected Click-Through Rate (CTR) – How likely users are to click your ad.
- Ad Relevance – How closely your ad matches the user’s search intent and keywords.
- Landing Page Experience – The quality and relevance of the page users land on after clicking your ad.
Each factor is rated as Above Average, Average, or Below Average and together they determine your overall score.
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Why Quality Score Matters
Improving your Quality Score doesn’t just make your ads look better it directly affects your bottom line.
Here’s why it’s important:
- Lower Cost-Per-Click (CPC): Google rewards high-quality ads with cheaper clicks.
- Better Ad Position: Higher Quality Scores increase your chances of appearing at the top of search results.
- Higher ROI: More relevant ads attract better-qualified leads, improving your conversion rate.
- Better User Experience: Ads that align with user intent create trust and long-term brand credibility.
In short a higher Quality Score means spending less and earning more from your ad campaigns.
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How to Check Your Quality Score
You can find your Quality Score inside your Google Ads account:
- Sign in to your Google Ads Dashboard.
- Navigate to your campaign and select the Keywords tab.
- Add the Quality Score column if it’s not visible.
You’ll see a score (1–10) for each keyword, along with performance indicators for:
- Expected CTR
- Ad relevance
- Landing page experience
Now that you know where to find it, let’s explore how to improve Quality Score in Google Ads step-by-step.
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1. Improve Your Click-Through Rate (CTR)
Your CTR reflects how often people click on your ad after seeing it. A higher CTR tells Google that your ad is relevant and engaging.
Ways to Improve CTR:
- Write compelling ad copy: Include power words like Free, Exclusive, Limited-Time Offer, or Save Now.
- Use your main keyword in the ad headline and description.
- Add emotional appeal: Address customer pain points or desires.
- Include strong CTAs: Examples — “Shop Now,” “Get Free Quote,” “Book a Demo.”
- Use ad extensions: Add sitelinks, callouts, or structured snippets to make your ad more informative.
Example:
Instead of: “Buy Shoes Online”
Try: “Shop Stylish Running Shoes – Free Shipping on All Orders!”
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2. Increase Ad Relevance
Ad relevance measures how closely your ad matches the keyword and the user’s search intent.
If your ad doesn’t directly answer what people are searching for, Google marks it as “Below Average,” lowering your Quality Score.
Tips to Improve Ad Relevance:
- Create tightly themed ad groups: Don’t stuff multiple unrelated keywords into one ad group.
- Example: Instead of grouping “running shoes,” “formal shoes,” and “sandals” together, create separate ad groups for each.
- Match ad copy to keywords: Include the exact keyword in your ad’s headline and description.
- Use keyword insertion: Dynamically insert the search term into your ad to make it more relevant.
- Focus on search intent: Understand whether users are looking to buy, learn, or compare before crafting the ad message.
3. Optimize Landing Page Experience
A strong landing page experience ensures that users find what they expect after clicking your ad.
Google values pages that are relevant, trustworthy, and easy to navigate.
How to Improve Landing Page Experience:
- Match the message: The content on your landing page should directly align with your ad.
- Example: If your ad promotes “50% Off Sports Shoes,” your landing page must show that offer immediately.
- Improve page speed: Slow-loading pages increase bounce rates. Use tools like Google PageSpeed Insights to optimize speed.
- Ensure mobile-friendliness: Over 60% of ad clicks come from mobile devices.
- Add trust signals: Include reviews, testimonials, or security badges.
- Simplify navigation: Keep forms short and CTAs clear (e.g., “Buy Now,” “Get Offer”).
4. Choose the Right Keywords
Selecting the right keywords ensures your ads appear for the most relevant searches.
Keyword Optimization Tips:
- Use specific, long-tail keywords: Instead of “running shoes,” use “buy lightweight running shoes for men.”
- Add negative keywords: Exclude irrelevant searches (e.g., “free,” “cheap”) to avoid wasted clicks.
- Regularly review keyword performance: Pause low-performing keywords and focus on those with high CTRs and conversions.
- Match keyword intent: Align keywords with the ad type informational for blog content, transactional for product ads.
Pro Tip: Use tools like Google Keyword Planner or SEMrush to discover high-intent keywords with good search volume and moderate competition.
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5. Improve Ad Structure and Organization
Campaign structure plays a big role in Quality Score. A well-organized account makes it easier to deliver highly relevant ads.
Best Practices:
- Create one campaign per product category.
- Within each campaign, make focused ad groups with 3–5 related keywords.
- Write unique ads for each ad group.
- Use responsive search ads to test multiple headline and description combinations automatically.
6. Leverage Ad Extensions
Ad extensions add extra information and make your ads more clickable, improving both CTR and Quality Score.
Types of extensions to use:
- Sitelink Extensions: Link to additional pages (e.g., “Shop Now,” “Contact Us,” “View Deals”).
- Callout Extensions: Highlight selling points like “Free Returns” or “24/7 Support.”
- Structured Snippet Extensions: Show specific product features (e.g., “Brands: Nike, Adidas, Puma”).
- Call Extensions: Add phone numbers for mobile users.
Extensions not only increase ad visibility but also make your offer more compelling.
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7. Monitor and Optimize Regularly
Improving Quality Score is an ongoing process. You must analyze, test, and refine campaigns continuously.
Ongoing Optimization Tips:
- Review Quality Score metrics weekly.
- Pause or rewrite low-performing ads.
- Test new headlines and CTAs.
- Analyze performance by device, location, and time.
- Use A/B testing to find high-performing ad variations.
Consistency is key even small improvements in CTR or ad relevance can significantly boost your Quality Score over time.
Final Thoughts Quality Over Quantity Wins
Improving your Quality Score isn’t about gaming Google’s system it’s about creating a better user experience.
When your keywords, ads, and landing pages all align perfectly, Google rewards you with higher visibility and lower costs.
“A great Quality Score means your ads are not just reaching people they’re reaching the right people.”
Focus on relevance, engagement, and consistency, and your Google Ads campaigns will deliver both stronger performance and higher ROI.
Start optimizing today because every point in Quality Score can mean more clicks, conversions, and profits for your business.
