Improve Google Ads Quality Score & Cut Ad Costs Today
Google Ads Quality Score is the key to lower ad costs and higher conversions. Yet, most businesses ignore it.
Google assigns a Quality Score to your ads on a scale of 1 to 10. The higher your score, the less you pay per click. The lower your score? You’ll bleed money while your competitors snag the best placements.
Here’s a stat that should make you pay attention: A higher Quality Score can reduce your cost per conversion by up to 50%. That means better ad performance without spending more.
But how do you improve your score? It’s not just about writing better ads—it’s about optimizing everything: keywords, landing pages, and user experience.
What is Google Ads Quality Score?
Google Ads Quality Score is a rating system Google uses to measure how relevant and useful your ads are to users. It affects how much you pay per click (CPC) and where your ad appears in search results. A high Quality Score means your ad is well-targeted, leading to lower costs and better performance.
Why Google Ads Quality Score Exists (And Why You Should Care)
Google’s ultimate goal is to provide users with the most relevant and useful search results, whether organic or paid. Quality Score is a way to ensure advertisers create high-quality ads that truly match user intent. The better your ad experience, the more likely Google is to reward you with a high Quality Score. This matters because:
A high Quality Score leads to lower costs per click (CPC), making your ad budget stretch further.
It improves your ad rank, meaning your ads are more likely to be seen by potential customers.
It leads to better overall campaign performance, driving more conversions and increasing ROI.
By focusing on improving your Quality Score, you’re not just optimizing for Google—you’re creating better experiences for potential customers, which can directly lead to higher sales and growth.
Where to Find Your Quality Score in Google Ads
You can check your Quality Score in your Google Ads account by following these steps:
Log in to Google Ads.
Navigate to the "Keywords" tab.
Enable the "Quality Score" column (if it’s not already visible, you can add it by clicking "Columns" and selecting "Quality Score").
View your score on a scale from 1 to 10 (higher is better).
Each keyword in your campaign will have an individual Quality Score, so it’s important to check regularly and make adjustments as needed.
Why Your Google Ads Quality Score is Important
What Factors Affect Your Quality Score? (And How It’s Calculated)
Google calculates your Quality Score based on three key factors:
Expected Click-Through Rate (CTR): Google predicts how likely users are to click on your ad. If your ads have historically performed well, your CTR will be higher, which positively affects your Quality Score.
Ad Relevance: Your ad needs to closely match the intent of the search query. If your ad copy is directly relevant to what users are searching for, your score improves.
Landing Page Experience: Your landing page must be user-friendly, relevant, and helpful. If users click your ad but quickly leave the landing page, it can negatively impact your score.
A strong Quality Score helps lower CPC, improves ad rank, and increases the chances of your ad showing up in top positions.
Simple Ways to Boost Your Google Ads Quality Score
Picking the Right Keywords for Better Ad Performance
Keyword relevance is one of the biggest factors in determining Quality Score. Here’s how you can ensure you’re targeting the right ones:
Use keyword research tools like Google Keyword Planner to find highly relevant search terms.
Group similar keywords together into tightly themed ad groups.
Add negative keywords to prevent your ads from appearing in unrelated searches.
Avoid overly broad keywords that may bring in unqualified traffic.
Regularly refining your keyword list ensures that your ads are reaching the right audience, improving both CTR and conversion rates.
Writing Ads That Actually Get Clicked
A high CTR plays a huge role in improving your Quality Score. Here’s how to create more engaging and effective ads:
Write compelling ad copy that speaks directly to the user’s intent.
Use power words that create urgency or excitement (e.g., “Limited Time Offer,” “Exclusive Deal,” “Save Big Today”).
Include relevant keywords naturally within your ad copy to improve relevance.
Use strong calls-to-action (CTAs) such as "Get Your Free Quote," "Book Now," or "Shop Today."
Take advantage of ad extensions like sitelinks, callouts, and structured snippets to add more useful information to your ads.
By refining your ad copy, you increase the chances of attracting more clicks, which positively impacts your Quality Score.
Making Your Landing Pages More Relevant and User-Friendly
Once users click on your ad, your landing page should provide them with exactly what they were looking for. To optimize your landing pages:
Ensure your page matches the intent of your ad. If your ad promises a “50% Off Sale,” your landing page should highlight that deal prominently.
Improve page load speed. Slow-loading pages can cause users to leave before engaging with your content.
Make your landing page mobile-friendly. Many users will be accessing your site via mobile devices, so it should be easy to navigate.
Have a clear CTA. Whether you want users to sign up, buy now, or contact you, make sure your CTA is prominent and easy to follow.
Keep the design clean and distraction-free. Too many pop-ups, excessive links, or cluttered layouts can drive visitors away.
The Power of Negative Keywords—Stop Wasting Money on the Wrong Clicks
Negative keywords help filter out irrelevant searches and prevent wasted ad spend. Here’s how to use them effectively:
Analyze your search terms report to identify irrelevant queries triggering your ads.
Add broad, phrase, and exact match negative keywords to filter out unqualified traffic.
Regularly update your negative keyword list to maintain ad relevance and improve conversion rates.
Using negative keywords helps ensure that only the most relevant users see your ads, improving CTR and Quality Score.
Final Thoughts: Mastering Google Ads Quality Score for Better Results
Google Ads Quality Score isn’t just a vanity metric—it directly impacts how much you pay and how well your ads perform. A higher score means lower costs, better placements, and more conversions. A low score? You’re likely overspending and losing to competitors.
The good news? You can control it. By focusing on three key areas—ad relevance, expected CTR, and landing page experience—you can steadily improve your Quality Score over time. Optimize your keywords, write compelling ad copy, and create landing pages that deliver exactly what users are searching for.
This isn’t a one-time fix. It’s an ongoing process. But if you consistently track and improve your Quality Score, you’ll stretch your ad budget further and see better results.
Google Ads Quality Score FAQ
What is a good Quality Score in Google Ads?
A score of 7 or higher is considered good. Scores below 6 indicate areas for improvement.
How often does Google update Quality Score?
Quality Scores update in real-time based on ad performance, relevance, and landing page experience.
Does Quality Score affect my ad rank?
Yes, a higher Quality Score improves ad rank and lowers your cost-per-click (CPC).
Can I improve my Quality Score quickly?
Yes! Optimizing your keywords, ad copy, and landing pages can quickly improve your score.
Does Schulze Creative help businesses improve their Google Ads Quality Score?
Yes! We specialize in optimizing Google Ads campaigns to improve Quality Scores, lower costs, and increase conversions. Book a free Marketing Consultation today!
What services does Schulze Creative offer for Google Ads?
We offer campaign management, keyword research, ad copywriting, landing page optimization, and performance tracking.
