How to Improve Google Quality Score (Without Guesswork)

How to Improve Google Ads Quality Score (Without Guesswork)

You’re running Google Ads, but your cost-per-click is high, your ad visibility is low, and your campaign just isn’t delivering.
Sound familiar?

If your ads look good but still aren’t getting results, the issue could be your Quality Score.

Quality Score plays a massive role in how well your Google Ads perform and how much you pay per click. But for many business owners, it’s a hidden metric that’s easy to overlook.

In this guide, we’ll explain what Quality Score actually means, why it matters, and exactly how to improve Google Ads quality score with simple, practical steps. No guesswork. No jargon.

1. What Is Google Quality Score?

The Basics in Plain English

Your Google Ads Quality Score is a rating from 1 to 10 that Google uses to measure the relevance and performance of your ads. It’s based on three key things:

How often people click your ad (CTR)
How closely your ad matches the keyword (relevance)
Whether your landing page delivers what the ad promises

The higher the score, the better your ads perform. Understanding this is the first step to improve your Google Ads quality score

Why It Matters for Your Ad Performance

When you improve Google Ads Quality Score, you unlock:

Lower cost per click (CPC)
Better ad positions
Higher visibility, especially in competitive searches

And that means you’ll get more out of your budget, which is great news if you’re a business trying to make every dollar count.

2. The 3 Core Components of Quality Score

1. Expected Click-Through Rate (CTR)

This is Google’s prediction of how likely someone is to click your ad based on your keywords and past performance.

If your ads rarely get clicked, your CTR will be low and so will your Quality Score. Boosting CTR is a key step to improve Google Ads quality score.

2. Ad Relevance

Google checks how well your ad copy aligns with the keyword you’re targeting. If someone searches “plumber in Brisbane” and your ad talks about bathroom renovations in general, it’s not a great match.

3. Landing Page Experience

Once someone clicks your ad, the landing page needs to match what the ad promised. Google looks at:

Keyword relevance
Page usability and navigation
Mobile-friendliness and speed

Optimising your landing page is essential to consistently improve Google Ads quality score.

3. How to Improve Your Quality Score (Step by Step)

1. Improve Your Ad Copy

Use your primary keyword in the ad headline and description.
Be clear, specific, and benefit-driven. What problem are you solving? What’s the next step? Add a strong call to action.

2. Refine Keyword Targeting

Avoid broad match keywords that make your ads appear for the wrong searches.
Instead:

Use phrase match and exact match
Create tightly themed ad groups
Add negative keywords to filter out irrelevant clicks

3. Align Your Landing Page with Your Ad

Your landing page should:

Match the keyword and ad message
Load fast, especially on mobile
Have a clear headline, short form, and easy next step

Consistency across keyword, ad, landing page is essential to improve Google Ads Quality Score.

4. Bonus Tips to Boost Ad Quality Without Extra Spend

Use Ad Extensions to Add Value

Ad extensions give users more info and more ways to interact with your ad and they improve your Quality Score too.

Try:

Sitelinks (e.g., Services, Testimonials, FAQs)
Call Extensions (especially on mobile)
Location Extensions (great for local SEO)
Callouts (“Locally Owned”, “Same-Day Service”, “5-Star Rated”)

Monitor and Test Regularly

Don’t just set and forget your ads.

Test new headlines, pause low-performing keywords, and refine landing pages regularly. Continuous improvement is key if you want to consistently improve Google Ads Quality Score.

5. How to Check Your Quality Score in Google Ads

To find your Quality Score:

Log into Google Ads
Go to the Keywords tab
Click Columns then Modify columns and Quality Score

You’ll see a score out of 10, plus individual ratings for:

Expected CTR
Ad relevance
Landing page experience

Start with the lowest-rated area, that’s your first opportunity for a quick win.

Want a Better Quality Score (Without the Tech Headaches)?

If your Google Ads feel like a money pit, your Quality Score might be the silent killer behind the scenes.

At The Search Republic, we help businesses improve Google Ads Quality Score through smart, strategic changes that actually move the needle, without blowing your budget.

Book a free Google Ads audit or chat with us about improving your campaign score.