Google Ads Quality Score: How It Works and How to Raise It
Quality Score directly affects your CPC and Ad Rank. The three components, what actually moves them, and the audit that lifts an account from QS 4 to QS 7+.
Quality Score is Google's 1–10 rating for your keyword + ad combination. A QS of 7 vs a QS of 4 can mean half the CPC for the same impression share.
Most accounts have keywords averaging QS 5–6. Audited accounts I've worked on regularly hit 7–8 average. The math compounds — same budget, more conversions.
Here's how to actually move it.
TL;DR
Quality Score has 3 components:
1. Expected CTR — based on past performance.
2. Ad Relevance — how relevant your ad copy is to the keyword.
3. Landing Page Experience — how relevant and fast your landing page is.
To improve:
Why Quality Score matters
Google ranks ads by Ad Rank = Bid × Quality Score (simplified).
So:
Higher QS wins the auction at lower bid.
CPC also benefits:
Across an account, QS improvements compound into 20–40% more conversions for the same spend.
How to see Quality Score
Google Ads → Keywords. Add columns:
Each component is rated:
Below-average components drag QS down. Fix the weakest link first.
Component 1: Expected CTR
How likely your ad is to be clicked when shown.
What moves it
How to improve
1. Include the keyword in 2–3 headlines. Google rewards keyword-ad alignment.
2. Use compelling, specific copy. "Shop Now" is generic; "Free Shipping Over ₱1,500" is specific.
3. Use all ad extensions. Sitelinks, callouts, structured snippets, promotion. Each increases CTR.
4. Pin headlines strategically. Don't pin too aggressively — RSA needs flexibility. But pin a strong keyword-led headline if your ad relevance is suffering.
Component 2: Ad Relevance
How closely your ad copy matches the search intent.
What moves it
How to improve
1. Single-Keyword Ad Groups (SKAGs) — one ad group per keyword theme. Allows ad copy to perfectly match.
2. Avoid mega ad groups with 50 keywords across multiple themes. The ad can't be relevant to all.
3. Use Dynamic Keyword Insertion (DKI) carefully. `{KeyWord:Default}` inserts the keyword into your headline. Increases relevance but can produce awkward sentences. Use sparingly.
4. Match landing page copy. If your ad targets "argan hair oil" and the landing page says "vanilla hair oil," ad relevance suffers.
Component 3: Landing Page Experience
How well your landing page serves the searcher.
What moves it
How to improve
1. Speed up the page. Run through PageSpeed Insights. Fix anything below mobile 70.
2. Create dedicated landing pages for high-spend keywords. Don't send everyone to the homepage.
3. Ensure clear CTA on the page. "Add to Cart" or "Get a Quote" should be visible above the fold.
4. Add social proof. Reviews, testimonials, ratings.
5. Add trust elements. Return policy, contact info, security badges.
6. Mobile-first design. Most PH searches are mobile. Test on a real phone.
SKAG strategy (legacy but still useful)
Single Keyword Ad Groups: one ad group, one keyword (or very tight cluster).
Structure
Each ad mirrors its keyword exactly. Ad relevance shoots up.
Caveat
SKAG is more controversial in 2026 with Smart Bidding. Some operators move to STAG (Single Theme Ad Groups) — slightly larger groups with theme-aligned ads.
For most accounts, STAG is the right balance: 5–10 closely related keywords per ad group, ad copy aligned to the theme.
Audit process
For each keyword with QS below 7:
1. Identify which component is below average.
2. If Expected CTR low: improve ad copy, add extensions.
3. If Ad Relevance low: tighten ad group, rewrite ad copy to match.
4. If Landing Page Experience low: speed up page, improve content alignment.
Run this audit monthly. Most QS improvements take 2–4 weeks to show.
Common QS mistakes
1. Mega ad groups
50+ keywords in one ad group. Ad can't be relevant to all.
2. Generic ad copy
"Best products at low prices" doesn't include keywords or specific value props.
3. Slow landing pages
Mobile PageSpeed 30s and 40s. Google penalizes.
4. Sending all traffic to homepage
Homepage is generic. Land traffic on relevant collection or product pages.
5. Ignoring extensions
Every extension lifts CTR which lifts QS. Use all relevant ones.
How long QS takes to improve
QS uses 90+ day rolling data. Changes today don't show immediately.
Don't expect overnight results.
When QS doesn't matter much
Two cases:
1. Brand search
Bidding on your own brand has high QS automatically (relevant ad, relevant landing). Optimization here matters less.
2. PMax / Smart campaigns
QS is exposed less in these campaign types. Focus on assets and audience signals instead.
What to do this week
1. Audit Quality Scores across your top 20 spending keywords.
2. Identify which component is below average for each.
3. Make 1–3 changes (rewrite ad, restructure ad group, fix landing page).
4. Wait 2 weeks. Re-audit.
5. Iterate.
Most accounts see QS lift 1–2 points within 30 days, translating to 15–30% efficiency gain.
Want a Quality Score audit?
Quality Score is the most-overlooked lever. My Google Ads Specialist service includes QS audits. Or learn the system in the Google Ads Course Philippines.
Related reading:
Written by Vince Servidad
I've spent over $26M on ads and built my own 7-figure brand from scratch. I don't just 'manage ads'—I build the growth systems that actually scale businesses profitably.
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