Google Ads quality score factors

Google Ads Quality Score Factors: Improving Ad Performance

In the world of online advertising, Google Ads reigns supreme, connecting businesses with their target audience through powerful advertising campaigns. One crucial aspect of achieving success with Google Ads is understanding the Quality Score, a metric that determines the performance and cost-effectiveness of your ads.

In this blog post, we will delve into the Google Ads Quality Score factors that influence your ad performance and explore effective strategies to improve it. By optimizing these factors, you can enhance the visibility, relevance, and overall success of your Google Ads campaigns.

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What is the Google Ads Quality Score?

Before diving into the factors that affect the Quality Score, it’s essential to understand what it is. The Google Ads Quality Score is a rating given to each keyword in your campaign, ranging from 1 to 10, with 10 being the highest score.

It evaluates the quality and relevance of your keywords, ad copy, landing pages, and overall user experience. The Quality Score directly impacts your ad position and cost-per-click (CPC). Higher Quality Scores result in better ad placements and lower costs, making it a critical factor for successful ad campaigns.

Relevance and Click-Through Rate (CTR)

One of the most important Quality Score factors is the relevance of your keywords, ad copy, and landing pages to the user’s search intent. Google assesses this relevance primarily based on historical performance data, particularly the Click-Through Rate (CTR). A higher CTR indicates that your ad is resonating with users and meeting their needs.

To improve your relevance and CTR, consider the following strategies:

  • Keyword Optimization: Select highly relevant keywords and incorporate them into your ad copy and landing page content.
  • Compelling Ad Copy: Craft engaging and persuasive ad copy that aligns with user intent and highlights unique selling propositions.
  • Landing Page Experience: Ensure your landing pages provide a seamless user experience, align with the ad’s promise, and deliver the expected information or solution.

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Ad Relevance and Expected Click-Through Rate

Apart from the overall relevance, Google also evaluates the ad’s relevance to the specific search query. This is determined through Ad Relevance, which compares the keyword with the ad text and landing page. Additionally, Google considers the Expected Click-Through Rate (eCTR) of the ad compared to other ads targeting the same keyword.

To enhance ad relevance and expected CTR, implement the following practices:

  • Ad Group Structure: Group keywords and ads with similar themes together to create tightly focused ad groups.
  • Ad Extensions: Utilize relevant ad extensions, such as site links, call extensions, or structured snippets, to provide additional information and improve click-through rates.
  • Ad Testing: Continuously test different ad variations to identify the best-performing ones and refine your messaging.

Landing Page Experience 

The landing page experience is a critical Quality Score factor that directly influences user satisfaction and conversions. Google evaluates factors such as page load speed, mobile-friendliness, original content, and clear navigation to determine the overall landing page experience.

To optimize your landing page experience, consider these tactics:

  • Page Speed: Ensure your landing pages load quickly on all devices by optimizing image sizes, leveraging browser caching, and minimizing code.
  • Mobile Optimization: With mobile searches on the rise, it’s crucial to create mobile-responsive landing pages that provide a seamless experience on smartphones and tablets.
  • Relevant Content: Deliver relevant, original, and high-quality content that aligns with the user’s intent and expectations.
  • Clear Call-to-Action (CTA): Place a clear and prominent call-to-action (CTA) on your landing page, guiding users toward the desired action, such as making a purchase, signing up for a newsletter, or requesting a quote.

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Historical Performance 

Google takes into account the historical performance of your Google Ads account when calculating the Quality Score. This includes factors such as the account’s overall CTR, ad relevance, and landing page experience over time. A strong historical performance demonstrates your ability to deliver relevant and valuable ads consistently.

To maintain a positive historical performance, follow these recommendations:

  • Regular Monitoring and Optimization: Continuously monitor your campaigns, ad groups, and keywords to identify areas that require improvement. Optimize underperforming ads and keywords to maintain a strong overall performance.
  • Negative Keywords: Use negative keywords to exclude irrelevant search queries from triggering your ads. This helps improve the overall CTR and relevance of your campaigns.
  • Account Structure: Organize your campaigns and ad groups in a logical structure, making it easier to manage and optimize individual components.

Ad Format and Landing Page Experience 

The format and layout of your ads, along with the overall user experience on the landing page, also impact the Quality Score. Google analyzes factors such as ad formats (text, image, video), ad extensions, and landing page navigation to determine the overall user experience.

To enhance ad format and landing page experience:

  • Responsive Ad Design: Ensure your ads are visually appealing, properly formatted, and optimized for different devices and screen sizes.
  • Ad Extensions: Utilize relevant ad extensions to provide additional information, increase visibility, and improve user engagement.
  • Clear Navigation: Make sure your landing pages have intuitive navigation that enables users to find the information they need easily.


Achieving a high Google Ads Quality Score is crucial for improving ad performance, reducing costs, and increasing the effectiveness of your campaigns. By focusing on relevance, click-through rates, landing page experience, historical performance, ad format, and user experience, you can optimize your Quality Score and drive better results.

Remember to continuously monitor and optimize your campaigns, staying aligned with user intent and providing a seamless user journey. With these strategies in place, you’ll be well-equipped to enhance your ad performance, reach your target audience effectively, and maximize the return on your Google Ads investment.

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