How to Improve Quality Score in Google Ads: A Practical 2026 Playbook
Performance Marketing · Rama Krushna Pati · 2026-11-05
Quick answer: To improve Quality Score in Google Ads, fix the component that is rated "Below average": tighten keyword-to-ad relevance with focused ad groups, raise expected CTR with sharper headlines and assets, and improve landing page experience with message match, speed and mobile usability. Then measure conversions, not just the 1-10 score.
Quality Score is one of the most misunderstood numbers in Google Ads. It is not a direct input into the auction; Google describes it as a diagnostic tool. But it summarizes the same signals that influence Ad Rank and cost per click, so a low score is a useful warning light. This playbook shows how I diagnose it and what to change first.
What Quality Score actually measures
Quality Score is reported at the keyword level on a 1-10 scale. It is built from three components, each rated "Above average", "Average" or "Below average" compared with other advertisers on the same keyword:
- Expected click-through rate (CTR) - how likely your ad is to be clicked when shown for that keyword, adjusted for position and other factors.
- Ad relevance - how closely your ad matches the intent behind the search.
- Landing page experience - how relevant, useful and easy to use your landing page is for people who click.
To see them, open the Keywords view, click Columns, and add Quality Score, Exp. CTR, Ad relevance and Landing page exp. Also add the "(hist.)" versions to see trends over time.
Why it is worth caring about
In each auction, Google uses expected ad quality alongside your bid to calculate Ad Rank. Better quality generally means you can hold the same position for less money, or a better position for the same money. That is why accounts with strong relevance often see lower CPCs than competitors bidding on the same terms. The exact discount is not published, so be skeptical of anyone quoting a precise percentage.
How to diagnose a low Quality Score
If you want to improve Quality Score efficiently, do not try to fix everything at once. Find the weakest component on your highest-spend keywords and work there.
| Component rated "Below average" | Most likely cause | First fix to try |
|---|---|---|
| Expected CTR | Generic ad copy, weak offer, poor assets, wrong search intent | Rewrite headlines to include the keyword theme and a clear benefit; add sitelinks, callouts, images |
| Ad relevance | Ad group contains too many unrelated keywords | Split into tighter themes; mirror the keyword language in headlines |
| Landing page experience | Message mismatch, slow mobile page, thin content, intrusive popups | Send traffic to a dedicated page that matches the ad; fix speed and mobile layout |
| All three average or below | Keyword is a poor fit for your offer | Pause it, move it to its own test, or add negatives to filter intent |
Sort the Keywords view by cost and filter for Quality Score of 5 or lower. Those are the terms where improvements pay back fastest.
Step 1: Fix ad relevance with tighter ad groups
Ad relevance is usually the easiest component to move. The most common problem I see is one ad group holding dozens of loosely related keywords, so no single ad speaks directly to any of them.
- Group keywords by a single intent theme, for example "payroll software for restaurants" separate from "payroll software for contractors".
- Write responsive search ads where at least three or four headlines use the language of that theme.
- Pin sparingly. Pinning one headline with the core theme can help relevance, but heavy pinning reduces the combinations Google can test.
- Add negative keywords so other themes do not leak in. My negative keywords list guide covers query routing between ad groups.
You do not need single-keyword ad groups anymore. With close variants and broad match, a tight theme of 5-15 closely related keywords usually works well.
Step 2: Raise expected CTR
Expected CTR compares your likely click rate to competitors on the same keyword. To lift it:
- Lead with the searcher's problem. A headline like "Restaurant Payroll in 10 Minutes" usually beats "Leading Payroll Platform".
- Add specific proof. Ratings, years in business, number of locations served, or "No setup fees". Only use claims you can substantiate.
- Use every relevant asset. Sitelinks, callouts, structured snippets, images, business logo and name, location and call assets all add space and information.
- Include US-specific details where they matter: state coverage, local phone number, "Serving Chicago since 2015", seasonal offers around Black Friday or tax season.
- Check ad strength, but do not obsess. "Good" or "Excellent" ad strength helps coverage, but a sharp, relevant ad with "Average" strength can still win.
Remove intent mismatches
Sometimes expected CTR is low because the keyword attracts people who were never going to click your ad. A B2B software company bidding on "free invoice template" will always have weak CTR. That is a targeting decision, not a copywriting one.
Step 3: Improve landing page experience
Landing page experience is where many accounts lose points, and it also affects conversion rate directly, so it is doubly worth fixing.
Message match
The page headline should echo the ad and the keyword. If the ad says "HIPAA-Compliant Scheduling for Dental Clinics", the page should say essentially the same thing above the fold, not a generic homepage hero. For a full checklist, see my guide to building a PPC landing page.
Speed and mobile usability
- Test the page in PageSpeed Insights and fix the biggest issues: oversized images, render-blocking scripts, heavy chat widgets.
- Make sure the form and phone number are easy to use on a phone without zooming.
- Avoid full-screen popups that cover content on mobile.
Useful, transparent content
Explain what the offer is, who it is for, pricing or how pricing works, and what happens after the form is submitted. Include trust signals such as reviews, certifications or client logos you have permission to use. Make your privacy policy and contact details easy to find.
I have written about the CRO side of this in landing page CRO lessons.
A 30-day plan to improve Quality Score
| Week | Focus | Actions |
|---|---|---|
| 1 | Diagnose | Add QS columns, export keywords by cost, flag QS 1-5 and the weakest component for each |
| 2 | Ad relevance | Split bloated ad groups, rewrite RSAs with theme-matched headlines, add negatives |
| 3 | Expected CTR | Add or refresh assets, test benefit-led headlines, remove poor-fit keywords |
| 4 | Landing pages | Launch or fix dedicated pages, improve mobile speed, recheck QS (hist.) columns |
A worked example (hypothetical numbers)
Say a Denver law firm has the keyword "car accident lawyer denver" with a Quality Score of 4: ad relevance "Average", expected CTR "Below average", landing page "Below average". The ad group mixes personal injury, workers' comp and DUI terms, and ads point to the homepage. After splitting out a car-accident ad group, writing ads around "Denver car accident" and creating a dedicated page, the firm might see the score move into the 6-7 range over several weeks. The numbers here are illustrative; your result depends on competition and data volume.
Mistakes to avoid when chasing Quality Score
- Optimizing the score instead of profit. A keyword with QS 5 that converts profitably beats one with QS 9 that never converts.
- Judging low-volume keywords. Scores on keywords with few impressions are noisy or missing.
- Ignoring brand vs non-brand. Brand terms naturally score high; do not let them inflate an account average.
- Rewriting everything weekly. Give changes time to collect data before judging them.
- Forgetting tracking. Without accurate conversion tracking you cannot tell if a "better" page converts better. Use my GA4 conversion tracking checklist.
Key takeaways
- Quality Score is a 1-10 diagnostic built from expected CTR, ad relevance and landing page experience.
- To improve Quality Score, fix the component rated "Below average" first, starting with your highest-spend keywords.
- Tight ad group themes and theme-matched headlines are the fastest way to improve ad relevance.
- Landing page message match, mobile speed and transparent content improve both Quality Score and conversion rate.
- Judge success by cost per conversion and conversion volume, not by the score alone.
Quality Score FAQ
What is a good Quality Score in Google Ads?
Quality Score runs from 1 to 10, and most advertisers treat 7 or higher as healthy for non-brand keywords. Brand keywords often score 8-10 naturally. A score of 5-6 is usually workable, while 1-4 signals a clear relevance or landing page problem worth fixing.
How long does it take to improve Quality Score?
Ad relevance changes can show up within days once the keyword gathers enough impressions. Expected CTR and landing page experience usually take a few weeks of fresh data. Low-volume keywords may show no score at all until they get enough searches.
Does Quality Score affect cost per click?
Yes, indirectly. Quality Score is a diagnostic summary of the same signals Google uses in each auction to calculate Ad Rank, and higher ad quality generally lets you win the same position at a lower cost per click.
Does Quality Score matter with Smart Bidding?
Yes. Smart Bidding sets bids, but the auction still rewards ad quality, so better relevance and landing pages still help you win auctions more efficiently. Just do not optimize for Quality Score at the expense of conversions.
Why is my Quality Score showing a dash?
A dash or blank means there are not enough recent exact-match impressions for Google to calculate a score. It is common for low-volume, long-tail keywords and does not mean the keyword is performing badly.
Sources and further reading
Written by Rama Krushna Pati — Growth & Performance Marketing Manager with 7+ years in B2B SaaS, Tech and EdTech. Need help? Book a consultation or see my services.