You’ve been running Google Ads on your own for a while now. But your Quality Score keeps hovering at “below average.” As a result, you’re paying (too) much per click, you sometimes see your competitors ranking above you, and you feel like you’re tweaking settings without seeing any real changes.
In this blog post, I’ll explain what the Quality Score is, why it drops, and how you can improve it step by step. You’ll also learn a simple way to identify the cause (without spending hours searching) and get concrete actions you can take for keywords, ads, and landing pages. By the end, you’ll be better able to decide: should you continue optimizing on your own, or would outsourcing to Marketence be a smarter choice for your situation?
- Quality Score is a 1-to-10 rating for keyword-to-ad-to-landing-page alignment; it affects CPC and ad position; use it as a signal, not as a target.
- Review the “Ad CTR,” “Ad Relevance,” and “Landing Page Experience” columns and filter for low scores to quickly identify the cause.
- Improve expected CTR by making ads more specific, highlighting one clear benefit, and testing two variations without wasting clicks.
- Increase ad relevance by using smaller ad groups, including keywords in ad headlines, and using negative keywords to exclude irrelevant search terms.
- Optimize your landing page: ensure it directly matches the ad, is clearly visible above the fold, loads quickly, is mobile-friendly, and features a single primary CTA.
Table of contents
What Is the Quality Score in Google Ads (and Why You Should Take It Seriously)
The Quality Score is a rating from 1 to 10 that Google assigns to your keywords. Think of it as a quick assessment: how well do your ad and landing page match what someone is searching for?
This assessment can affect your cost per click (CPC) and your ad position (Ad Rank). Not because Google wants to “penalize” you, but because a better match usually results in more relevant clicks and a better user experience.
Important: A high Quality Score is not a goal in itself. The goal remains generating profitable leads or sales. So, use the Quality Score primarily as an indicator that there is friction somewhere in the keyword → ad → landing page chain.
Google bases the Quality Score on three factors:
- Expected CTR: How likely is it that someone will click on your ad?
- Ad relevance: Does your ad truly match the search query?
- Landing Page Experience: Does the user land on a page that’s relevant, fast, and immediately clear?
Here’s a common scenario: You’re advertising for “air conditioning maintenance,” but your ad is too general (“Installation & Maintenance”) and you’re directing users to your homepage. In that case, clicking the ad doesn’t feel like a logical next step. Result: lower click-through rates, more visitors leaving the page, and often a lower Quality Score.
In the next chapter, I’ll show you exactly where to find the Quality Score and how to quickly identify the cause.
Viewing Your Quality Score and Identifying the Cause: How to Interpret the Signals Correctly
Improvement starts with a diagnosis. Fortunately, Google already gives you three clear hints. You just need to know where to look.
In Google Ads, go to Keywords and use the “Columns” menu to add these metrics: Quality Score, Expected CTR, Ad Relevance, and Landing Page Experience. Then filter for low scores (for example, 1–4) so you don’t end up tinkering with everything at once.
Do you see one metric listed as “Below Average” for a keyword? Think of it as a roadmap:
- If your expected CTR is below average, searchers won’t recognize your ad as the best answer.
- If ad relevance is below average, the match between the keyword and the ad text isn’t right (often due to ad groups that are too broad).
- If the landing page experience is below average, the page is not relevant, not clear enough, or not user-friendly.
Next, check whether this is actually costing you money or leads. Take a quick look at CPC, CTR, conversions/cost per conversion, and your search terms report. A low Quality Score + high CPC + few conversions is often a clear sign of a mismatch.
Identify the cause in 10 minutes
- Is the ad group too broad? If multiple services or search intents are mixed together, a single ad can never be a perfect match.
- Is the ad too general? If your text could also apply to your competitor, the relevance score is usually too low.
- Does the ad not match the page? If you promise something in the ad, the page must deliver on that promise immediately (preferably above the fold).
- Are you getting irrelevant search terms? Then you need negative keywords or a more specific match type.
Once you’ve done this, you’ll usually already know whether you need to focus on your keywords, your ads, or your landing page. In the next chapter, you’ll find specific actions you can take to improve each of these areas.
Improving Your Google Ads Quality Score: Practical Improvements by Component
Now it’s time to get down to business. Start by addressing the component that’s most often rated “Below Average.” That’s usually where you’ll see the fastest results.
1) Improve Expected CTR (without wasted clicks)
A low expected CTR usually means your ad doesn’t come across as the “best answer.” So make it more specific and recognizable.
Write as if you’re answering a single search query, naturally incorporate the topic into your headline, and highlight one clear benefit (speed, specialization, fixed price, guarantee, region). Then test two variations with different approaches so you’re not optimizing based on gut feeling.
2) Improve Ad Relevance (keyword → ad must match)
This is where things often go wrong due to structure. If a single ad group contains multiple search intents, your ad automatically becomes more generic.
Make ad groups smaller (one service/product or one clear intent), include the keyword/theme in the headline and description, and make sure your promise is reflected on the landing page. Do you see a lot of irrelevant search terms? If so, cleaning up your list with negative keywords is often a quick win.
3) Improve Landing Page Experience (Relevance + Clarity + Speed)
If you send everyone to a generic page, this metric often remains below average. Make the landing page the logical next step after your ad.
Make sure it’s immediately clear above the fold: what you’re offering, who it’s for, and what the next step is. Choose one primary CTA, remove distractions, and make the page fast and mobile-friendly. If possible, create more specific pages for each service or search intent.
Do this first if you're short on time (priority list)
- 1) Pick one “poor-performing” ad group and split it up. Create 2–3 more focused groups based on intent (instead of lumping everything together).
- 2) For each new ad group, write one ad that includes an exact match for the theme in headline 1, one benefit, and one specific CTA.
- 3) Send users to the most relevant page (or make it relevant). It’s better to keep it simple but relevant than extensive but general.
In the next chapter, we’ll look at the pitfalls that actually drag down your quality score, even if it feels like you’re “on the right track.”
Common Pitfalls to Avoid When Trying to Improve Your Quality Score
Some actions may seem smart, but they actually make your account less efficient. Here are the three I see most often:
- Focusing Only on CTR More clicks don’t automatically mean better leads. Always keep an eye on conversions and cost per conversion.
- Targeting too broadly for “volume.” Without strict negative keywords, you’ll quickly attract irrelevant search intent. That costs money and lowers relevance.
- Skip the Landing Page: If the ad promises something specific and the page is vague or unclear, people will lose interest.
A little more context: a Quality Score of 10 isn’t always necessary. If you’re generating profitable leads with a score of 6 or 7, that’s perfectly fine. The key is to understand where your money is leaking and plug those leaks.
Do you also advertise in Germany? There, CPCs in saturated categories are often higher, but in some niches they can be up to 50% lower than in the Netherlands. See also Google Ads in Germany.
Optimize It Yourself or Outsource It? Here’s What to Consider
There’s a lot you can do on your own. However, improving your Quality Score is rarely a one-time “fix.” It requires a consistent cycle of measuring, testing, and adjusting.
Doing your own optimization makes sense if you have time each week, collect enough data to test something meaningful, and can also tweak your landing page. If your website is “locked down” or your optimizations keep getting put on the back burner, you’re often unknowingly paying a monthly learning fee.
Outsourcing becomes more appealing when your account gets more complex (more campaigns/ad groups), you want faster results, or you need someone to handle the entire process: search terms, structure, ads, and the landing page you’re directing traffic to.
Quick decision check: The more often you say “no,” the more logical it becomes to outsource.
- Can you set aside time each week to measure and make adjustments?
- Can you keep your ad groups tight (and are you willing to clean them up)?
- Can you adjust landing pages if the match isn’t right?
- Are you focusing primarily on ROI rather than just “impressive” scores?
Ready to improve your Quality Score (without endless testing)?
You now know what the Quality Score is, how to identify the cause, and which actions often yield the fastest results. If you’d like, Marketence can help you identify the quick wins in your account.
Is that what you want? Request a brief Google Ads quick scan and you’ll get a clear overview of:
- Which ad groups/keywords are dragging down your quality score
- Quick Improvements You Can Make Today
- What’s Most Worth Doing Yourself, and What’s Smarter to Outsource
