Google AdsOptimizationQuality

How to Improve Google Ads Quality Score: A Practical Guide

AdsWatch Blog May 2026 6 min read

A 1-point increase in Quality Score can reduce your CPC by up to 16%. A 10-point score means you could pay half what a competitor with a 5-point score pays for the same position.

TABLE OF CONTENTS
  1. The Three Quality Score Components
  2. Improving Expected CTR
  3. Improving Ad Relevance
  4. Improving Landing Page Experience

The Three Quality Score Components

Google calculates Quality Score from 1 to 10 based on three factors each rated Below Average, Average, or Above Average:

1
Expected CTR: Based on historical CTR data for your keyword and match type. Improve by writing more compelling ad copy.
2
Ad relevance: How closely your ad copy matches the searcher intent. Use the keyword in your headline and description.
3
Landing page experience: Page load speed, mobile friendliness, and content relevance. Use Google PageSpeed Insights to diagnose.

Improving Expected CTR

Expected CTR is based on historical data so improvements take time. Focus on:

1
Write headlines that include the exact keyword using Dynamic Keyword Insertion if appropriate
2
Test 3-4 ad variations per ad group and pause the lowest performers after enough data
3
Use strong call-to-action verbs: Get, Start, Try, Discover rather than generic Learn More
4
Improve your ad star ratings via review extensions

Improving Ad Relevance

Ad relevance requires tight keyword-to-ad alignment:

1
Use Single Keyword Ad Groups for your most important keywords
2
Include the exact keyword in Headline 1 and the Description
3
Ensure your ad describes exactly what the landing page delivers
4
Remove keywords that are thematically different from the ad group theme

Improving Landing Page Experience

Landing page experience has the most actionable and fastest improvements:

1
Ensure mobile page load time is under 3 seconds checked with Google PageSpeed Insights
2
Make the page content directly match the keyword intent
3
Include a clear above-the-fold headline that mirrors the ad copy
4
Remove intrusive pop-ups or interstitials that Google penalizes
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