Google Ads Quality Score – Factors to Improve & Fix

Google Ads Quality Score imageThe Google Ads Quality Score is the numerical value between 1 and 10 given to a keyword. That value tells the promoter how relevant Google thinks your ads, keywords, and your landing pages are in combination. The lower the score, the more you get to pay per click. If you improve your quality scores, you stand to save more money.

Why Good Quality Score is Important

  • Improving Quality Score lowers the cost per click.
  • Lowering your cost per click lowers your cost per conversion.
  • Having to lower your cost per conversion makes you more money.

Benefits of a Good Quality Score

  • An improved Quality Score lowers your cost per click, though it can also help lower your cost per acquisition (CPA).
  • The higher the Quality Score, the higher the click-through-rates (CTR).
  • A higher Quality Score can also lead to a higher ranking in paid search results.

How to Find the Quality Score Breakdowns

Google Ads allows you to see a breakdown of the Quality Score by three major factors: Expected CTR, Landing Page Experience, and Ad Relevance. These are helpful for knowing what you will need to improve.

Google Ads Quality Score

Factors that might impact your google score directly or indirectly:

  1. Your ad’s CTR
  2. Display URL’s past CTR
  3. Ad to search term relevance
  4. The overall quality of the landing page
  5. Your ad’s geographic performance
  6. The change of performance per device

Google Ads Quality Score – Types of Quality Score

  • Account – Your account-level Quality Score is judged by the historical performance of all your ads and keywords with your account.
  • Keyword – This is the Quality Score of the keywords that you are targeting. The keyword- the level score is then calculated by using the search queries’ performance that matches your keyword.
  • Ad Group – The Ad Group-level Quality Score is used for looking at the different areas of your campaigns that will need help.
  • Ad- The click-through rate of every ad you run will determine the Ad Quality Score.
  • Display Network – The Display Network Quality Score is determined by your ad’s past performance.
  • Mobile- For Mobile, Google states that the Quality Score is calculated the same way, irrespective of which device platform you choose. Though, the system takes into consideration the distance between the user and the business location when available.


How to Calculate Quality Score

Quality score is calculated every time your targeted keyword receives an impression. Meaning both your quality score and ad rank get calculated multiple times a day. This will be depending on the number of impressions your targeted keyword receives.

Note that every keyword has its own quality score, and Google allows you to see quality scores at the keyword level.

Google Ads Quality Score – How Ad Rank Is Calculated

Ad rank is easy to understand than Quality Score. Also, it doesn’t have 236 of the unknown factors like the Quality Score does. Ad rank is also calculated based on the quality score and the max bid.

How to Get Better Quality Score & Improve Quality Score

Now that you know your quality score is, you’ll definitely want to make sure you’re improving it. Below are 4effective ways to improve your score in order to run better ads.

1. Choose relevant keywords

Bid enough at the start, so Google gets solid data that can show how good your ads are

2. Improve Ad Relevance

Create a tight ad group. There’s no need to have a single keyword ad group, though it can help out with the ad relevance.

3. Improve Landing Pages

Once you get the click, don’t make the user search. That’s the reason why they came to Google. Take them to the relevant page on your website or direct them to the landing page.

Monitor the bounce rates and time on your website as these factors are telling Google whether or not pages enthralled the visitors enough for them to stay around.

4. Improve Structure

Get rid of the lower quality Score keywords, either one with more impressions or even the long tail ones, because they can even add up to a huge share of your account’s general traffic, which will hurt your account level QS. However, don’t get rid of them if they drive conversions and make you real money.


Consider a great user experience when using Google Ads Quality Score. Beyond a possibly higher Quality Score in most cases, relevant ads earn more clicks, appear in a higher position, and also bring the most success.