Google Ads Quality Score Too Low? Complete Fix Guide

You check your Google Ads account and see the dreaded numbers: Quality Scores of 3, 4, maybe a few 5s scattered across your most important keywords. Each low score is silently inflating your costs—you're paying more per click while your ads show in worse positions than competitors with better scores. The frustrating part is that Google Ads tells you the score is low but doesn't give you a clear roadmap to fix it.

This guide will help you diagnose exactly why your Quality Scores are suffering and provide actionable fixes for each component. Whether your issue is poor expected CTR, weak ad relevance, or a landing page that's not cutting it, you'll leave with a concrete improvement plan. Quality Score optimization isn't just about vanity metrics—it directly impacts your bottom line through lower CPCs and better ad positions.

Understanding Quality Score Components

Quality Score is Google's rating of the overall quality and relevance of your keywords, ads, and landing pages. It's measured on a scale of 1-10 at the keyword level and influences both your ad position and the actual CPC you pay. Understanding its three components is essential before you can fix a low score. For a comprehensive overview, see our Quality Score Guide.

The three pillars of Quality Score

Google evaluates your Quality Score based on three distinct factors, each rated as "Below Average," "Average," or "Above Average":

• Expected Click-Through Rate (CTR): How likely users are to click your ad when shown for this keyword, based on historical performance
• Ad Relevance: How closely your ad copy matches the intent behind the user's search query
• Landing Page Experience: How relevant, transparent, and easy-to-navigate your landing page is for users who click

Each component contributes to your overall Quality Score, but they're not weighted equally. Expected CTR typically has the strongest influence, followed by landing page experience, then ad relevance. However, a "Below Average" rating in any component can significantly drag down your overall score.

Quality Score impact by rating

This table illustrates why fixing low Quality Scores is so valuable. Moving from a score of 4 to 7 doesn't just save you money—it can transform an unprofitable keyword into a profitable one by dramatically reducing your cost per conversion.

Diagnosing Your Quality Score Problem

Before jumping into fixes, you need to identify which component is causing your low scores. Google Ads provides this information at the keyword level, but you'll need to enable the right columns to see it. Open your Keywords tab and add columns for Quality Score, Expected CTR, Ad Relevance, and Landing Page Experience.

How to view component-level data

1. Navigate to Keywords in your Google Ads account
2. Click the columns icon and select "Modify columns"
3. Expand "Quality Score" and add all four metrics
4. Sort by Quality Score ascending to prioritize worst performers
5. Review the three component ratings for each low-scoring keyword

Once you can see the component ratings, patterns usually emerge quickly. If most of your low-scoring keywords show "Below Average" for Expected CTR, that's your primary issue. If Landing Page Experience is consistently below average, focus there first. Many accounts have a dominant weakness that affects multiple keywords.

Common diagnostic patterns

Fixing Expected CTR Issues

Expected CTR measures how likely your ad is to be clicked when shown for a specific keyword, based on your historical performance and factors like ad position. A "Below Average" rating here means Google predicts users won't find your ad compelling enough to click. This is often the most impactful component to improve.

Immediate CTR improvement tactics

Start with your ad copy. Your headlines need to include the exact keyword or a close variation—users scan search results for their query terms and skip ads that don't obviously match their search. With Responsive Search Ads, provide at least 3-4 headlines that include your target keyword naturally.

• Include keyword in Headline 1: This is the most visible position and has the highest impact on CTR
• Add numbers and specifics: "Save 30% Today" outperforms "Save Money"
• Use power words: Free, Instant, Exclusive, Guaranteed, New, Proven
• Create urgency: Limited time, Today only, While supplies last
• Match search intent: Informational queries need different hooks than transactional ones

Add negative keywords aggressively

Low CTR often results from your ads showing for irrelevant searches. When someone searches for "free project management software" and your paid tool appears, they're unlikely to click. Each non-click when your ad shows hurts your Expected CTR. Review your search terms report and add negative keywords for queries that don't match your offering. See our Negative Keywords Guide for comprehensive strategies.

• Review search terms weekly for new negatives
• Add "free," "cheap," "DIY" if selling premium products
• Exclude competitor brand names if not relevant
• Block job-related terms ("jobs," "careers," "salary")
• Add negative keywords at the campaign level for broad exclusions

CTR benchmarks by industry

Improving Ad Relevance

Ad relevance measures how closely your ad copy matches the user's search query. Google analyzes the relationship between your keywords and ad text to determine if you're delivering a relevant message. A "Below Average" ad relevance rating means your ads don't closely match what users are searching for.

Restructure ad groups for tighter themes

The most common cause of poor ad relevance is ad groups that contain too many diverse keywords. When you have keywords like "running shoes," "trail running sneakers," and "marathon footwear" in the same ad group, your ad can only match one of them well. The solution is tighter ad group theming—sometimes called SKAGs (Single Keyword Ad Groups) or STAGs (Single Theme Ad Groups).

• Group keywords by intent: Separate informational, navigational, and transactional queries
• Create theme-specific ad groups: "Running Shoes - Trail" separate from "Running Shoes - Road"
• Limit keywords per ad group: Aim for 10-20 closely related keywords maximum
• Write ads that match the theme: Each ad group gets ad copy specific to its keywords

Keyword insertion and customization

Dynamic Keyword Insertion (DKI) automatically inserts the user's search term into your ad, improving relevance. Use the syntax {KeyWord:Default Text} in your headlines or descriptions. When someone searches for "blue running shoes," your ad shows "Blue Running Shoes" instead of generic text.

However, use DKI carefully. It can create awkward or grammatically incorrect ads if your keyword list includes varied phrasings. Test DKI ads against static alternatives and monitor for any inappropriate insertions. Some keywords are too long or don't make sense when inserted directly into ad copy.

Match types and ad relevance

Your keyword match types affect ad relevance because broader matches trigger your ads for more varied searches. Broad match keywords can show your ad for queries that are semantically related but not directly mentioned in your ad copy. If you're struggling with ad relevance:

• Consider tightening to phrase or exact match for problem keywords
• Add more headline variations to cover broader search patterns
• Use search term reports to identify mismatches and add negatives
• Create separate ad groups for different match types of the same keyword

Optimizing Landing Page Experience

Landing page experience evaluates whether your landing page delivers on the promise of your ad. Google uses both algorithmic crawling and user behavior signals to assess your pages. A "Below Average" rating here indicates problems with relevance, page speed, mobile experience, or navigation. For detailed strategies, see our Landing Page Optimization Guide.

Page speed is non-negotiable

Slow landing pages kill Quality Score and conversions simultaneously. Google expects pages to load in under 3 seconds, and every additional second increases bounce rates significantly. Use Google PageSpeed Insights to diagnose speed issues and prioritize fixes.

• Target LCP under 2.5 seconds: Largest Contentful Paint measures when main content loads
• Optimize images: Compress images and use modern formats like WebP
• Minimize JavaScript: Defer non-critical scripts and remove unused code
• Enable caching: Browser caching reduces load time for return visitors
• Use a CDN: Content delivery networks speed up loading for distant users

Mobile optimization checklist

Over 60% of Google searches happen on mobile devices, and Google uses mobile-first indexing. Your landing page experience is evaluated based on the mobile version of your site. Test your pages on actual mobile devices, not just responsive design simulators.

• Text readable without zooming (minimum 16px font)
• Buttons large enough to tap (minimum 44x44 pixels)
• No horizontal scrolling required
• Forms simplified for mobile input
• Click-to-call enabled for phone numbers
• No intrusive interstitials blocking content

Content relevance and transparency

Your landing page must deliver what your ad promised. If your ad mentions "30% off running shoes," users should land on a page prominently featuring that offer—not your homepage or a general category page. Misalignment between ad promises and landing page content is a top cause of poor landing page experience scores.

• Match messaging: Headlines and offers should echo your ad copy
• Show the product/service immediately: Don't make users scroll to find what they searched for
• Include trust signals: Reviews, testimonials, security badges, and clear contact information
• Make navigation intuitive: Users should easily find related information
• Be transparent about pricing: Hidden costs or unclear pricing damages trust

Keyword-Level vs Ad Group-Level Optimization

Quality Score is calculated at the keyword level, but your optimization strategy should consider both individual keywords and ad group structure. Some fixes apply to specific keywords while others require broader restructuring. Understanding when to use each approach saves time and produces better results.

When to optimize at the keyword level

• High-value keywords with low scores: Your most important keywords deserve individual attention
• Branded keywords underperforming: These should have Quality Scores of 8+ and need specific investigation
• Keywords with unique intent: Sometimes a keyword needs its own landing page or ad variation
• Test keywords: New keywords being evaluated before broader rollout

When to restructure ad groups

• Multiple keywords with same issue: If 10 keywords all have low ad relevance, restructure the ad group
• Ad groups with 30+ keywords: These are almost always too broad and need splitting
• Mixed intent keywords: Informational and transactional keywords need separate ad groups
• Different landing pages needed: Keywords requiring different destinations belong in separate groups

Ad group health indicators

Advanced Quality Score Strategies

Once you've addressed the fundamentals, advanced strategies can push your Quality Scores even higher. These techniques require more time investment but deliver compounding returns as your account matures.

Historical performance optimization

Quality Score incorporates historical CTR data, which means past performance influences current scores. If a keyword has accumulated months of below-average CTR, the historical data creates drag on your score. In these cases, consider:

• Pausing the keyword and creating it fresh in a new ad group with optimized ads
• Testing the keyword with significantly different ad copy to break the pattern
• Moving the keyword to a campaign with higher overall CTR
• Using exact match to reduce irrelevant impression volume

Competitive analysis for CTR

Your CTR is partially relative to competitors. If competitors have more compelling ads, your CTR suffers by comparison. Regularly search for your target keywords and analyze competitor ads. Look for:

• What offers and promotions competitors highlight
• Which ad assets (sitelinks, callouts) they use
• How their headlines differ from yours
• What unique value propositions they emphasize

Use these insights to differentiate your ads. If every competitor offers "Free Shipping," that's table stakes—you need additional differentiators to stand out and capture clicks.

Quality Score reporting cadence

Track Quality Score changes over time to understand trends and measure improvement efforts. While Quality Score can fluctuate daily, meaningful patterns emerge over weeks. Create a monthly Quality Score report that includes:

• Distribution of scores (what percentage of keywords are 7+, 5-6, below 5)
• Weighted average Quality Score by spend (higher spend keywords matter more)
• Component-level analysis (are CTR, relevance, or landing page the dominant issue)
• Month-over-month changes in each metric

Measuring Quality Score Impact

Quality Score improvements should translate into measurable business outcomes: lower CPCs, better ad positions, and improved campaign profitability. Track these metrics alongside Quality Score to ensure your optimization efforts deliver real value.

Metrics to track alongside Quality Score

The relationship between Quality Score and CPC isn't always immediate. Google's auction system considers many factors, and you may not see CPC decreases until you maintain improved scores for several weeks. However, over a 30-90 day period, accounts with higher average Quality Scores consistently show lower CPCs than accounts with lower scores.

Common Quality Score Myths Debunked

Misinformation about Quality Score leads advertisers to waste time on ineffective tactics or ignore factors that actually matter. Let's address the most persistent myths.

Myth: Display Network affects Search Quality Score

Quality Score for Search campaigns is calculated separately from Display Network performance. Running poorly performing Display campaigns won't hurt your Search Quality Scores. Google explicitly states that Search and Display metrics are evaluated independently.

Myth: Pausing keywords resets Quality Score

Pausing a keyword preserves its Quality Score when you reactivate it. Historical data remains associated with the keyword. To truly "reset," you'd need to delete the keyword and create it new—and even then, Google may recognize it as the same keyword and apply some historical context.

Myth: Quality Score updates in real-time

While Google continuously collects data, the Quality Score you see in your account updates periodically—not in real-time. Changes you make today may not reflect in your Quality Score for days or weeks. This is why patience is essential when working on Quality Score improvements.

Myth: Account-level Quality Score exists

There's no official "account-level Quality Score," though account history does influence how Google evaluates new keywords. New keywords in established, well-performing accounts may receive slightly more favorable initial treatment than those in accounts with historically poor performance.

Creating a Quality Score Improvement Plan

Systematic improvement requires prioritization. You can't fix every low-scoring keyword simultaneously, so focus your efforts where they'll have the greatest impact. Here's a framework for prioritizing Quality Score improvements.

Prioritization matrix

1. High spend + low Quality Score: These keywords cost you the most in elevated CPCs—fix first
2. High conversion value + low Quality Score: Valuable keywords being penalized by poor scores
3. Branded keywords below 8: Your brand terms should score highest—investigate any exceptions
4. Medium spend + medium Quality Score: Incremental improvements that add up
5. Low spend + low Quality Score: Consider if these keywords are worth keeping at all

30-day improvement timeline

Quality Score optimization is ongoing work, not a one-time project. After your initial improvement push, build Quality Score monitoring into your regular account maintenance routine. Review scores monthly, investigate any drops promptly, and continuously test new ad variations to maintain strong CTR performance.

Ready to accelerate your Quality Score improvements? Benly's AI-powered platform can analyze your Google Ads account, identify Quality Score optimization opportunities, and help you create higher-performing ad copy—saving you hours of manual analysis while systematically improving your campaign efficiency.