In pay-per-click advertising, every element is measured, ranked, and rewarded. The Ad Quality Score is one of the most influential factors behind the scenes.
It affects how often your ads appear, how much you pay per click, and how competitive your campaigns are. A strong score helps stretch your budget further, improves ad visibility, and signals to Google that your content matches user intent.
Table of Contents
Key Takeaways
- Ad Quality Score is crucial in determining your ad visibility, cost, and overall PPC efficiency.
- Relevance between keywords, ad copy, and landing pages is essential for stronger campaign performance.
- A data-driven approach, continuous testing, and regular optimisation are key to maintaining a high-quality score.
- Focusing on user intent and experience leads to better engagement and more cost-effective results.
- Investing in quality requires consistency, leading to lasting improvement and a stronger competitive edge over time.
What is Ad Quality Score
Ad Quality Score is a metric used by Google Ads to evaluate how relevant and useful your ad is to users.
It’s scored on a scale from 1 to 10 and is based on three main factors: expected click-through rate (CTR), ad relevance, and landing page experience. A higher score reflects a more substantial alignment between your keywords, ads, and landing pages.
When your score improves, it gives significant impacts to your overall ad performance too. These are the key benefits:
- Lower cost-per-click (CPC), allowing you to maximise ad spend
- Higher ad placements, even with lower bids
- Better visibility across search results
- Increased chances of conversions due to more relevant traffic
- Greater ROI through improved quality and efficiency
Factors That Determine Ad Quality Score
Google calculates your Ad Quality Score based on several core components and each of them plays a role in how relevant and useful your ad is to the user:
- Expected CTR
An estimate of how likely users are to click your ad based on historical data and keyword relevance.
- Ad Relevance
How closely your ad matches the intent behind the user’s search query.
- Landing Page Experience
The usefulness, load speed, and content quality of the page users land on after clicking your ad.
- Historical Performance
Overall performance of your account, including past CTRs and ad engagement rates.
- Device and Location Relevance
How well your ad performs for users across different devices and geographic locations.
8 Strategies on How to Improve Ad Quality Score
Improving your Ad Quality Score requires deliberate action across your keywords, ad copy, and landing pages. Below are eight proven strategies to help you raise your score and unlock better campaign performance.
1. Optimise Keyword-Targeted Ads
Align each ad group with a focused set of related keywords. Use the primary keyword in the headline and description to boost relevance. Avoid mixing broad or unrelated terms, as tightly themed ads are more likely to improve CTR and raise your Quality Score.
2. Improve Ad Relevance
Ensure your ad copy closely reflects the intent behind the keywords in each group. Structure your campaigns so that each ad group targets a single theme or intent, keeping your messaging focused and specific.
This alignment signals Google that your ads are relevant, increasing your chances of higher placements and lower CPC.
3. Write Better Ad Copy
A strong ad copy captures attention and drives clicks. Focus on clear messaging, a compelling value proposition, and a strong call to action.
Highlight what sets your offer apart, and speak directly to the user’s needs or pain points. A well-crafted copy improves engagement and positively influences your Quality Score.
Need help to craft compelling ad copies? Explore these functional AI tools that can sharpen your PPC writing today!
4. Use Ad Extensions
Ad extensions add valuable context to your ads by displaying additional information like site links, callouts, and location details. They make your ads more engaging, improving visibility and encouraging higher click-through rates.
Effective use of extensions gives users more reasons to interact, enhancing overall ad performance.
5. Enhance Landing Page Quality
Ensure your landing page aligns with the ad’s message. It should load quickly, work well on mobile, and provide straightforward navigation.
Use relevant keywords naturally and focus on content that meets user intent. A smooth, trustworthy experience encourages engagement and supports better ad results.
6. Refine CTR with A/B Testing
Not every headline hooks, and not every call-to-action converts. A/B testing helps you find what truly works by comparing copy, tone, or keyword variations. Let performance data guide your decisions rather than relying on assumptions.
7. Segment Campaigns by Intent
Group your keywords based on user intent such as awareness, consideration, or ready to buy.
This allows you to craft tailored ad messages that match where users are in their journey. With more precise targeting, your ads will speak to the right audience at the right time.
Want to match your ads with the right search intent? Check out this guide on keyword intents for smarter planning and more targeted campaigns.
8. Monitor & Adjust Regularly
Ad performance isn’t static. Review your campaigns consistently to track Quality Score components like CTR, ad relevance, and landing page experience.
Use insights from Google Ads reports to identify weak points, pause underperforming ads, and refine your strategy. Regular optimisation keeps your campaigns aligned with user behaviour and search trends.
Looking for other tools to simplify your PPC optimisation? Explore this list of PPC management tools to keep your campaigns performing at their best.
Conclusion
Ad Quality Score reflects how well your campaigns align with user needs. Consistent improvements in structure, messaging, and experience can unlock better ad placements and greater efficiency.
Ready to improve your Ad Quality Score and drive better ROI? Newnormz digital marketing offers data-driven advertising services tailored to help your business get more out of every click. Contact Newnormz today and let us support your next PPC success.
