Running Google Ads can feel like a guessing game. You set your budget, write compelling copy, and choose the right keywords—but results don’t always follow. One often-overlooked factor? Your Google Ads Quality Score.
It can make or break your ad performance. Here’s what it is, why it matters, and how to improve it.
What is Google Ads Quality Score?
Google Ads Quality Score is a rating between 1 and 10 that reflects the relevance and quality of your keywords, ads, and landing pages. It directly affects how often and where your ad appears—and how much you pay for each click.
The score is based on three main components:
- Expected Click-Through Rate (CTR)
- Ad Relevance
- Landing Page Experience
A higher score means better performance and lower costs. A lower score? You pay more and your ads might not show at all.
Why Quality Score Matters
Google wants to show users the most relevant, useful ads. Quality Score is how they measure that.
Here’s how it affects your ads:
1. Cost Per Click (CPC)
A high Quality Score lowers your CPC. You could outrank competitors even if they bid more.
2. Ad Rank
Your ad position isn’t just about budget. It’s a mix of your bid and Quality Score. A high score gives you more visibility without breaking the bank.
3. Eligibility and Reach
Low scores reduce your chances of appearing in the auction. If your score tanks, Google may stop showing your ads altogether.
4. Campaign ROI
Better scores = better placement + lower costs = more conversions for less spend.
How to Improve Your Google Ads Quality Score
Improving your score means making your ads more relevant and useful to users. Here’s how:
1. Tighten Keyword Grouping
Group similar keywords into specific ad groups. This helps you write tailored ad copy and keeps everything aligned.
Example: Don’t lump “SEO agency” and “PPC management” into the same group. Separate them and write ads that match the keyword theme.
2. Write Relevant and Clear Ad Copy
Your ad needs to directly reflect the user’s search. If someone searches “local SEO services”, they should see that phrase in the headline or description.
Do this:
- Include the keyword in the headline
- Match the tone and intent
- Make the offer clear and useful
3. Optimise Landing Pages
Even great ads won’t help if users land on a slow, confusing page.
To improve landing page experience:
- Make the page load fast (especially on mobile)
- Ensure content matches the ad and keyword
- Use clear calls to action and easy navigation
For expert support, see our Website Development and SEO Services pages.
4. Monitor and Adjust Expected CTR
This one’s tricky because it’s based on historical data. However, improving ad performance over time increases your CTR score.
Tips:
- Test multiple ad versions (A/B testing)
- Use ad extensions to add value
- Keep ads fresh and up-to-date
5. Use Negative Keywords
Negative keywords prevent your ads from showing on irrelevant searches. This improves CTR and keeps your data clean.
For example, if you’re offering premium services, you might want to exclude terms like “free” or “cheap”.
Common Mistakes That Hurt Quality Score
- Vague or generic ad copy
- Mismatch between the keyword and landing page
- Slow or unoptimised landing pages
- Too many broad keywords in one ad group
Avoid these traps, and you’ll already be ahead of many advertisers.
How Long Does It Take to Improve?
Improvements aren’t instant. It may take days or weeks for changes to reflect in your Quality Score, especially if your account doesn’t have much historical data.
Stay consistent. Focus on delivering value, aligning your message, and making the user journey smooth.
Why Partnering with Experts Helps
Managing Google Ads effectively means juggling data, creative, and user experience. If you’re unsure where to start or need help turning performance around, working with a digital agency can save time and budget.
At Amire Digital, we work with Australian businesses to improve campaign performance through better strategy, targeting, and execution. Whether you need help with paid advertising, SEO, or content marketing, our team can help.
Struggling with poor ad performance or rising costs? Contact Amire for a Google Ads audit and strategy session.
