To improve Google Ads Quality Score, first identify which component is rated Average or Below average, then make a focused change to the ad, keyword grouping, or landing page that addresses it. In Google Ads, open Campaigns > Keywords and add the Quality Score, Landing Page Exp., Exp. CTR, and Ad Relevance columns. Use the score to diagnose possible relevance problems—not as a goal in itself.
What Quality Score tells you—and what it does not
Quality Score is a keyword-level diagnostic rated from 1 to 10 for Search campaigns. Its three component statuses are expected clickthrough rate, ad relevance, and landing-page experience. Google rates each component Above average, Average, or Below average by comparing it with advertisers whose ads showed for the exact same search during the previous 90 days. Google’s Quality Score documentation explains the scale and comparison.
An Average or Below average status is a reason to investigate, not proof that a particular change will improve results. The displayed 1–10 score is not an auction input or a business KPI. Google says it should not be optimized or aggregated with the rest of your data. Auction-time quality assessments use real-time information; Ad Rank also accounts for your bid, thresholds, competition, search context, and expected impact of assets. Google’s optimization guidance and its Ad Rank explanation distinguish those auction calculations from the diagnostic score.
Find the component that needs attention
- In Google Ads, open Campaigns > Keywords.
- Add the columns Quality Score, Landing Page Exp., Exp. CTR, and Ad Relevance.
- Look at the component statuses for the keywords you want to improve. Start with an Average or Below average status and inspect the actual searches, ads, and destination page associated with that keyword.
- Use historical component columns to see trends; segment the table by day if you need to examine changes over time.
Read the status in context. A broad-match keyword can inherit a Quality Score when a corresponding exact-match keyword received impressions during the comparison period. Matching behavior and impression history can therefore affect how a row should be interpreted. The status is comparative, not a standalone forecast of campaign performance. Google documents the reporting and comparison details.
#1 Best Overall
Improve ad relevance
Ad relevance asks how closely your ad matches the intent behind a user’s search. Make the ad language reflect the keyword theme and what the searcher is trying to do. If an ad group combines substantially different themes, separate them into more focused groups so each group’s ads can address a clearer set of searches.
Write headlines that connect to the keywords, test different headlines and descriptions, and make the offer accurate. A specific call to action should fit both the search intent and the page the ad opens. These are optimization directions, not guarantees of a higher status or score. Google’s Quality Score recommendations and ad and landing-page guidance describe these practices.
Rank #2
Improve expected clickthrough rate
Expected CTR is Google’s estimate of the likelihood that an ad will be clicked when shown. Make the ad’s offer clear and relevant to the keyword’s intent; explain what you are offering and give the searcher a useful next step. Check that the headline, description, and call to action set an expectation the landing page can fulfill.
Evaluate any copy or offer change with account data. Google’s guidance does not establish a fixed CTR lift, score increase, or timeframe that applies to every account. Its Quality Score guidance recommends using the component as a diagnostic alongside performance measures.
Recommended Free Tools
Improve landing-page experience
Send the click to a page that closely matches the keyword and ad. The promised information or action should be easy to find, and the page should make the next step straightforward. Google identifies usefulness and relevance, navigation, links, and whether the page meets expectations set by the ad as factors in landing-page experience. Google’s landing-page glossary describes these factors.
- Keep the page’s message consistent with the ad’s offer and call to action.
- Make the page mobile-friendly and navigation simple.
- Provide useful, original information relevant to the search.
- Make contact information easy to find when it is relevant to the offer.
- Avoid clutter that obscures the information or action the visitor came for.
Review the actual destination a visitor reaches, not just the ad’s final URL. If the page does not deliver what the ad implies, revise the page or adjust the ad so both set the same expectation. Google’s ad and landing-page recommendations cover relevance, usability, and clear calls to action.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Measure whether the changes helped
After making a targeted change, review component trends alongside CTR, conversions, conversion rate, and relevant site engagement. Consider whether the change improved the outcome that matters for the campaign, rather than whether the 1–10 score moved. A higher score by itself does not establish that the business result improved.
Use the component status to decide what to investigate next; use campaign and site outcomes to judge whether the change was worthwhile. Google’s guidance is explicit that Quality Score is a diagnostic, not a key performance indicator. Google’s recommendations for using Quality Score advise assessing it alongside other performance data.
The Tool Desk
Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
