In the competitive world of digital advertising, success often hinges on your ability to not just reach your target audience, but also to engage with them effectively. Google Ads, one of the most powerful platforms available, offers a multitude of tools and metrics to help advertisers refine their campaigns. One of these critical metrics is Quality Score.

Before we dive into the nitty-gritty of how to enhance your Quality Score, let’s establish what it is and why it matters.

What is Quality Score?

Quality Score is a metric used by Google Ads to assess the quality and relevance of your advertisements. It’s a rating that takes into account factors such as the relevance of your keywords, the click-through rate (CTR) of your ads, and the overall user experience on your landing pages.

You might be wondering why such a simple metric carries such significance. Well, it’s because Quality Score has a direct impact on your ad campaigns. A higher Quality Score can lead to lower advertising costs and better ad positions. In essence, it can be the difference between a successful campaign and one that drains your budget.

Factors affecting Quality Score

It’s pretty clear-cut how important Quality Score is for your advertising, so let’s explore the factors that affect and influence.

Relevance – the most important factor

Imagine you’re searching for “best running shoes,” and you click on an ad that promises exactly that. But when you land on the page, you find yourself amidst a collection of hiking boots. Frustrating, right? Google thinks so, too; if your landing page isn’t highly related to the searches users are entering, you’re going to face a low Quality Score and high costs for your ads.

The coherence between your ad and the search term signals to Google that your ad is relevant to the user’s query. A solid structure can make all the difference when it comes to efficiency and effectiveness. 

Click-through rate (CTR)

CTR is a vital component of Quality Score because it reflects how often users click on your ad after seeing it. If your ad consistently appears but rarely gets clicked, it sends a signal that it might not be as relevant as you think.

Landing page experience

The destination matters as much as the journey in advertising. Google considers the experience users have when they land on your page – if they encounter slow-loading pages, broken links, or content unrelated to the ad, your Quality Score will be negatively impacted.

Improving your Quality Score

To improve your Quality Score, you need to focus on improving the above factors that are affecting your Quality Score’s outcome. Start by following these actionable steps to help boost your score.

Keyword research

Building a good Quality Score starts with finding the right keywords; it will act as the foundation for building relevance between your ad and the user query. Conduct thorough keyword research to identify terms that both align with your business goals and resonate with your audience.

Ad copy optimisation

Your ad copy is your virtual sales pitch. It should be concise, compelling, and clearly communicate the value of your product or service.

Landing page optimisation

Your landing page will be the user’s first impression of your product or service; it should be designed to seamlessly continue the narrative from your ad and provide a user-friendly experience to keep it as relevant as possible to the user’s search query.

Monitoring and measuring your Quality Score

Improvement efforts should be tracked and measured over time – Google Ads provides a dashboard where you can monitor your Quality Score.

Common pitfalls to avoid

If you begin actioning the steps above but aren’t seeing a huge amount of improvement to your Quality Score, it may be a result of some of these common pitfalls:

1. Neglecting mobile optimisation: with the majority of users browsing on mobile devices, failing to optimise for mobile can lead to lower Quality Scores.

2. Ignoring negative keywords: this often leads to irrelevant clicks and a lower CTR.


Quality Score is not just another metric in your Google Ads dashboard. It’s the compass that guides your advertising efforts, directing you toward higher ROI and better ad positions. By focusing on relevance, engagement, and user experience, you can improve your Quality Score, reduce costs, and achieve more successful campaigns.

Need a hand with improving your Quality Score? Get in touch with our Paid Media team.