Quality Score: How to Improve & Why It Matters

Quality Score is one of the most misunderstood metrics in Google Ads. Advertisers often treat it as an abstract number to chase, making changes without understanding how the system actually works. This leads to wasted effort on tactics that don't move the needle while ignoring the fundamentals that genuinely impact performance. Understanding what Quality Score actually measures and how it affects your campaigns transforms it from a confusing metric into a powerful optimization tool.

The stakes are significant. A keyword with a Quality Score of 8 might pay 50% less per click than the same keyword with a score of 4, all else being equal. Over thousands of clicks, this difference compounds into substantial cost savings or wasted budget. Beyond cost, Quality Score influences whether your ads appear at all and in what position. This guide explains what Quality Score actually means, how Google calculates it, and the specific actions you can take to improve each component.

What Is Quality Score and Why Does It Matter?

Quality Score is Google's rating of the quality and relevance of your keywords, ads, and landing pages. It appears as a number from 1 to 10 at the keyword level in your Google Ads account. But here's what many advertisers miss: Quality Score itself is a diagnostic tool, not a direct input into the ad auction. Google uses the underlying components that make up Quality Score in real-time auction calculations, not the score number you see in your account.

Think of Quality Score as a health indicator. A doctor checking your blood pressure gets a useful diagnostic number, but that number isn't what makes you healthy or unhealthy. The underlying factors that determine blood pressure are what matter. Similarly, your Quality Score reflects the health of your keyword-ad-landing page relationship, but Google's auction algorithm evaluates the underlying signals in real time.

This distinction matters because it shifts your focus from chasing a number to improving the actual user experience. Google wants to show ads that people find helpful and relevant. When you align your ads with that goal, better Quality Scores follow naturally. When you try to game the score without improving relevance, you waste effort and often make things worse.

The Three Components of Quality Score

Google calculates Quality Score based on three distinct components, each rated as "Below Average," "Average," or "Above Average." Understanding these components is essential because improving Quality Score requires targeting the specific component that's underperforming. Trying to fix ad relevance when your problem is landing page experience wastes time and resources.

Expected click-through rate

Expected CTR predicts how likely users are to click your ad when it appears for a given keyword, based on historical performance data. Google removes the effects of ad position, extensions, and other factors that might influence clicks to create an apples-to-apples comparison. This component reflects whether your ad copy resonates with searchers looking for what your keyword targets.

A "Below Average" expected CTR suggests your ad copy doesn't compel clicks relative to competitors. This could mean your headlines are generic, your value proposition is unclear, or your ad simply doesn't address what searchers want. The solution involves writing more compelling, specific ad copy that speaks directly to search intent.

Ad relevance

Ad relevance measures how closely your ad matches the intent behind a user's search. Google evaluates whether your ad text aligns with what someone searching for your keyword actually wants. A keyword like "buy running shoes online" expects ads about purchasing running shoes, not general fitness content or local running clubs.

Poor ad relevance often results from lazy account structure. When you throw dozens of loosely related keywords into one ad group, your ads can't possibly address each search specifically. The fix requires tighter keyword grouping and ads written specifically for each theme. This is where account structure directly impacts performance.

Landing page experience

Landing page experience evaluates how relevant, transparent, and easy-to-navigate your landing page is for users who click your ad. Google considers whether the page content matches what the ad promised, whether the page loads quickly (especially on mobile), whether the site is easy to navigate, and whether the business appears trustworthy.

This component extends beyond just having keywords on the page. A landing page about "affordable web hosting" should clearly display pricing, explain hosting features, and make it easy to sign up or learn more. If users bounce quickly because the page is slow, confusing, or doesn't deliver what the ad promised, your landing page experience suffers.

How Quality Score Impacts Ad Rank and CPC

Quality Score's real importance lies in how its components affect your costs and ad positions. Google uses Ad Rank to determine which ads appear and in what order. Ad Rank combines your maximum bid with quality factors (the same factors that determine Quality Score) plus the expected impact of ad extensions and other ad formats.

The formula means that higher quality can compensate for lower bids. An advertiser with excellent quality might win an auction against a competitor bidding more but offering lower quality. This creates a virtuous cycle: better quality leads to better positions at lower costs, which leads to better performance data, which reinforces quality signals.

The actual cost calculation

You don't pay your maximum bid in Google Ads. You pay just enough to beat the Ad Rank of the competitor below you. This means Quality Score directly reduces your actual CPC. When your quality factors are strong, you need less bid to achieve the same Ad Rank, resulting in lower costs per click.

These percentages are approximations, as Google doesn't publish exact formulas. However, the directional impact is well-documented through industry research and Google's own communications. The key insight is that Quality Score differences create substantial cost differences that compound over time.

Diagnosing Low Quality Scores

Before fixing Quality Score issues, you need to identify which components are underperforming. Google provides this information directly in your account. In the Keywords view, add columns for Quality Score, Expected CTR, Ad Relevance, and Landing Page Experience. This breakdown shows you exactly where to focus optimization efforts.

Look for patterns across your account. If landing page experience is consistently below average across multiple ad groups, you have a site-wide issue to address. If ad relevance varies significantly between ad groups, your account structure likely needs work. If expected CTR is the weak point, your ad copy needs improvement.

Diagnostic checklist

• Expected CTR below average: Ad copy doesn't resonate, weak calls to action, missing compelling value proposition
• Ad relevance below average: Keywords too loosely grouped, ads not specific to keyword themes, search intent mismatch
• Landing page below average: Slow load times, poor mobile experience, content doesn't match ad promise, trust issues
• All components below average: Fundamental keyword-ad-page alignment problem requiring strategic rethinking

Don't overlook the search terms report. Sometimes low Quality Scores result from your ads showing for irrelevant searches. If your "accounting software" keyword triggers ads for "free accounting courses," your click-through rate suffers through no fault of your ad copy. Adding negative keywords to filter irrelevant traffic can improve Quality Score by ensuring your ads only appear for appropriate searches.

Improving Expected Click-Through Rate

Expected CTR improves when more users find your ads compelling enough to click. This requires ad copy that stands out from competitors, addresses search intent directly, and gives users a reason to choose your ad over others on the page. Generic, templated ads rarely achieve above-average expected CTR.

Ad copy strategies that drive clicks

Start by understanding what users actually want when they search for your keywords. A search for "emergency plumber near me" indicates urgency and local intent. Your ad should emphasize fast response times and service area, not your company history or general plumbing capabilities. Matching your message to intent dramatically improves CTR.

• Include keywords naturally: Having the search term in your headline increases relevance signals and draws the eye
• Lead with benefits: What does the user gain? Save time, save money, solve a problem faster?
• Create urgency when appropriate: Limited offers, availability, or time-sensitive benefits encourage immediate clicks
• Use specific numbers: "Save 27%" outperforms "Save Money" by being concrete and believable
• Test multiple variations: Use responsive search ads to test different headlines and descriptions

Ad extensions significantly impact expected CTR. Sitelinks, callouts, structured snippets, and other extensions make your ad larger and more informative. They provide additional reasons to click and push competitors further down the page. Google considers extension performance in quality calculations, so use all relevant extensions.

Increasing Ad Relevance

Ad relevance improves when your ads closely match keyword intent. The primary lever here is account structure. When you group keywords tightly by theme and write ads specifically for each group, relevance naturally increases. When you throw varied keywords into one ad group and write generic ads, relevance suffers.

Account structure for relevance

The traditional approach of single-keyword ad groups (SKAGs) has evolved with responsive search ads, but the principle remains: your ads need to speak directly to what users search for. Consider organizing ad groups around themes where a single ad can address all keywords effectively. A theme like "men's running shoes" can include variations like "mens running sneakers," "running shoes for men," and "best male running shoes" because one ad can address all of them.

• Group by intent, not just keyword similarity: "buy" keywords and "compare" keywords need different ads
• Use keyword insertion carefully: Dynamic keyword insertion can improve relevance but looks spammy if overused
• Match landing pages to ad groups: Each tightly themed ad group should point to a highly relevant landing page
• Review search terms regularly: Ensure your ads appear for searches they actually address

Don't confuse keyword presence with relevance. Simply stuffing keywords into ad copy doesn't guarantee relevance if the overall message doesn't address search intent. An ad for "marketing software" that mentions the keyword but talks about generic business benefits misses the mark. Users searching for marketing software want to know about marketing-specific features and capabilities.

Landing Page Optimization for Quality Score

Landing page experience is often the most neglected Quality Score component, yet it's frequently the biggest opportunity. Many advertisers spend hours optimizing ad copy while sending traffic to slow, generic pages that don't convert. Improving your landing pages benefits Quality Score while also increasing conversion rates, delivering double value.

Technical requirements

Page speed is foundational. Google explicitly considers load time in landing page experience, and slow pages frustrate users regardless of content quality. Your landing pages should load in under 3 seconds, ideally under 2. Test with Google PageSpeed Insights and prioritize mobile performance since most Google searches happen on mobile devices.

Content relevance

Your landing page needs to deliver on your ad's promise immediately. When someone clicks an ad for "project management software free trial," they should land on a page with a clear headline about your project management software and a prominent free trial signup. If they have to hunt for what the ad promised, you've failed the relevance test.

• Match headlines to ads: The landing page headline should echo the ad message that brought users there
• Show the promised offer immediately: If the ad mentions a discount or free trial, it should be visible above the fold
• Provide comprehensive information: Answer likely questions without requiring users to navigate elsewhere
• Include clear calls to action: Make it obvious what users should do next
• Build trust: Reviews, testimonials, security badges, and clear contact information matter

Consider creating dedicated landing pages for high-volume keywords or ad groups rather than sending all traffic to generic product pages. A landing page specifically designed for "small business CRM" searches will outperform a general CRM page that tries to address enterprise and small business needs simultaneously.

Quality Score Myths Debunked

Misinformation about Quality Score leads advertisers to waste effort on tactics that don't work while ignoring strategies that do. Here are the most common myths and the reality behind them.

Myth: Pausing and restarting resets Quality Score

Reality: Quality Score is tied to keyword history in your account. Pausing a keyword and restarting it doesn't reset its score. Creating a new keyword with the same match type might start fresh, but Google's system is sophisticated enough to recognize patterns. Focus on improving quality factors rather than trying to game the system with account manipulation.

Myth: Quality Score is calculated at the account level

Reality: Quality Score is calculated at the keyword level. There is no "account-level Quality Score" that affects all your keywords. However, performance patterns in your account do influence new keyword starting points. An account with historically poor quality may see new keywords start lower than an account with strong history.

Myth: Exact match keywords always have higher Quality Scores

Reality: Match type doesn't directly determine Quality Score. However, exact match keywords often show higher scores because they trigger for more specific, relevant searches. The improved relevance, not the match type itself, drives better scores. A broad match keyword with excellent performance can achieve high Quality Scores.

Myth: You need Quality Score 10 on every keyword

Reality: Chasing perfect scores isn't always worthwhile. Some keywords naturally have lower achievable Quality Scores due to competitive dynamics or inherent relevance challenges. A keyword with Quality Score 6 that drives profitable conversions is more valuable than a keyword with score 10 that doesn't convert. Balance quality improvement with business outcomes.

Implementing a Quality Score Improvement Plan

Systematic improvement beats random optimization. Rather than making scattered changes, create a structured plan that addresses your biggest opportunities first and tracks results over time.

Prioritization framework

1. Identify high-impact keywords: Focus on keywords with significant spend or conversion volume that have below-average component ratings
2. Diagnose the specific issue: Determine which of the three components needs work for each priority keyword
3. Make targeted changes: Implement fixes specific to each identified problem rather than broad changes
4. Allow time for evaluation: Quality Score updates lag behind changes, wait 2-4 weeks before judging impact
5. Document and iterate: Track what works and apply successful patterns to other keywords

Start with landing page improvements if that component shows below average across multiple keywords. Site-wide improvements deliver broad impact efficiently. Then address ad relevance through account restructuring. Finally, refine ad copy for expected CTR. This sequence tackles the broadest issues first before moving to more granular optimization.

Monitoring and Maintaining Quality Score

Quality Score isn't a set-and-forget metric. Competitive dynamics change, your performance fluctuates, and Google's algorithms evolve. Regular monitoring catches declining scores before they significantly impact costs or performance.

Create a weekly or bi-weekly review cadence where you check Quality Scores for your top keywords by spend and conversion volume. Look for downward trends that might indicate emerging issues. Sudden drops often signal competitor improvements, landing page problems, or changes in search behavior that require response.

Ongoing maintenance tasks

• Review search terms weekly: Add negative keywords to filter irrelevant traffic that hurts CTR
• Test ad variations continuously: Fresh ad copy can improve expected CTR as old ads fatigue
• Monitor landing page performance: Site changes can inadvertently slow pages or break relevance
• Track competitor activity: Competitors improving quality can affect your relative position
• Audit account structure quarterly: As you add keywords, ensure ad group themes remain tight

Connect Quality Score monitoring to your broader CPA reduction efforts. Quality Score improvements should translate to lower costs per click and, ultimately, lower costs per acquisition. If Quality Scores improve but CPA doesn't, investigate whether conversions are actually happening and whether you're winning the right auctions.

Quality Score in the Context of Campaign Strategy

Quality Score matters, but it's not the only thing that matters. Don't let quality optimization distract from your actual business goals: generating leads, driving sales, and achieving profitable growth. A keyword with perfect Quality Score that doesn't convert wastes budget as surely as a low-quality keyword.

Quality Score improvement works best as part of integrated Search campaign optimization. When you combine quality improvements with smart bidding strategies, effective audience targeting, and continuous testing, results compound. Each optimization amplifies the others, creating efficiency gains that exceed what any single tactic achieves alone.

Benly's platform helps you identify Quality Score improvement opportunities across your Google Ads account, pinpointing specific keywords where optimization will have the biggest impact on your costs and performance. Our AI-powered analysis surfaces actionable recommendations based on your actual data, saving hours of manual account review while driving measurable improvements in campaign efficiency.