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Clear out junk files and repair common Windows errorsFree Scan →Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →Improve Google Ads Quality Score by finding the weakest of its three keyword-level components—expected clickthrough rate, ad relevance, or landing-page experience—and addressing the underlying mismatch. Treat the 1–10 score as a diagnostic, not a campaign goal: Google says it is neither a key performance indicator nor an input in the ad auction. Measure whether your changes help campaign outcomes such as conversions, not just whether the score rises.
What Quality Score tells you—and what it does not
Google assigns each keyword a Quality Score from 1 to 10 to indicate how its ads compare with other advertisers. The three component ratings—expected clickthrough rate, ad relevance, and landing-page experience—are shown as “Above average,” “Average,” or “Below average.” Google compares ads shown for the exact same search over the previous 90 days. These ratings help identify where to investigate; they do not predict how much a particular edit will change the score.
Google describes Quality Score as a diagnostic tool, not a KPI to optimize or combine with campaign results. It is also distinct from auction-time ad quality: Ad Rank considers factors including bid, thresholds, search context, and asset impact. A higher reported Quality Score does not guarantee a lower cost per click or a higher ad position.
Google Ads Help: About Quality Score for Search campaigns and Google’s guidance on Quality Score explain the score and its components.
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Find the weak component in Google Ads
- In Google Ads, open Keywords and use Modify columns for keywords to add Quality Score and component status columns. The available columns include historical score and component data; you can also segment reports by day. Google’s interface labels may change, so treat this as the documented route rather than a permanent UI guarantee.
- Review component ratings at keyword level. Look for recurring “Average” or “Below average” ratings among important keywords and related ad groups instead of reacting to one overall score.
- Match the weak component to a targeted change: refine keyword themes and ads for ad relevance, clarify the offer for expected CTR, or improve the destination page for landing-page experience.
- After the change, compare component and score history with CTR, conversion rate, and site engagement. Judge the result against your campaign goals.
Google’s Quality Score reporting instructions describe the keyword columns and historical metrics.
Improve ad relevance by matching intent
When ad relevance is average or below average, check whether the keywords in an ad group represent distinct needs. Organize keywords into coherent themes and separate intents when one ad cannot serve them well. Then make the ad text speak directly to the relevant need. The aim is a clear match among search intent, keyword, and ad—not mechanically inserting every search phrase into the copy.
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For example, searches from people comparing budget options may need different messaging from searches by people seeking premium craftsmanship. If those intentions are grouped together, separate themes can make it easier to write useful ads for each.
Improve expected clickthrough rate without chasing clicks
If expected CTR is average or below average, make the offer specific and easy to understand, align its details with the keyword’s intent, and test a call to action that leads naturally to the destination page. A discount may appeal to bargain seekers; quality or craftsmanship language may suit buyers looking for a premium product.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchCTR is not the only measure of a useful ad. Copy that attracts fewer but better-matched visitors can be more valuable if it produces stronger conversions or other campaign outcomes. Evaluate the ad against the business goal rather than maximizing clicks in isolation. Google’s Quality Score improvement guidance recommends considering related performance metrics as well as component ratings.
Improve landing-page experience by fulfilling the ad promise
Send each ad to a page that delivers what the ad and keyword led the visitor to expect. Keep the offer and call to action consistent between them, make relevant information easy to find, and ensure the page works well on mobile. Improve loading speed where needed.
The exact search phrase does not have to appear word for word on the page. What matters is whether the page satisfies the visitor’s underlying need. Google’s description of landing-page experience also points to the usefulness and relevance of information, ease of navigation, links, and whether the page meets user expectations.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Measure changes against campaign goals
Use score history and component statuses to see whether the diagnosed issue changed, but do not treat a score increase as proof of better business performance. Check CTR, conversion rate, and site engagement alongside outcomes that matter to the campaign. Google does not provide a guaranteed score increase or conversion lift for any single optimization.
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Keep the distinction between diagnostic score and auction performance in view when interpreting results. Google notes that adding assets can affect Ad Rank, but the influence of assets on expected CTR is removed from the expected-CTR component calculation; you should not expect assets alone to improve Quality Score. See Connect ad quality to better performance.
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