Running Google Ads but not seeing the results you expected? If your cost-per-click is high or your ads aren’t showing up where they should, your PPC Quality Score might be the culprit.
In this guide, we’ll explain what Quality Score is, why it matters, and how you can improve it step-by-step. Whether you’re a small business owner or a digital marketer, you’ll walk away with practical tips you can implement today.
What is PPC Quality Score?
Think of PPC Quality Score as your ad’s report card. Google gives every keyword in your Google Ads account a score from 1 to 10. This score tells you how relevant and useful your ad is to someone searching for that keyword.
A higher score means:
- Lower costs per click (CPC)
- Better ad placement
- More clicks for your budget
A lower score? You’ll pay more and might not even show up when it counts.
Why Does Quality Score Matter?
Google wants users to have a great experience. If your ad is helpful and relevant, Google rewards you with:
- Lower costs
- Higher ad rank (better visibility)
- Improved return on ad spend (ROAS)
This makes Quality Score a game-changer for your ad performance.
The 3 Pillars of Google Ads Quality Score
1. Click-Through Rate (CTR)
CTR is the percentage of people who see your ad and click on it.
Example: If 100 people see your ad and 5 click on it, your CTR is 5%.
Google sees a high CTR as a sign your ad is useful so it bumps up your Quality Score.
How to improve CTR:
- Write compelling headlines
- Use keywords in the ad copy
- Add emotional triggers or urgency (“Limited Offer,” “Free Shipping”)
2. Ad Relevance
Your ad should match the user’s intent and search query.
Bad Example: Someone searches “affordable wedding photographer,” and your ad says “Book Luxury Photography Packages – Starts at ₹50,000.”
Better Example: “Affordable Wedding Photographer – Packages Starting ₹9,999.”
Tips:
- Use the main keyword in headlines and descriptions.
- Avoid generic ad copy that could apply to any business.
3. Landing Page Experience
After someone clicks your ad, they land on your website. If the page is slow, irrelevant, or hard to navigate, Google lowers your Quality Score.
Good landing pages:
- Match the ad promise (if you said “Free Trial,” show the free trial).
- Load quickly (under 3 seconds).
- Work well on mobile devices.
- Include clear CTAs like “Book Now” or “Get a Quote.
How to Improve Quality Score in Google Ads
Here’s what you can start doing today:
1. Use Smart Keyword Grouping
Don’t dump 20 keywords in one ad group. Instead:
- Use tightly themed groups.
- Consider SKAGs (Single Keyword Ad Groups) for better control.
This ensures your ad and landing page align perfectly with the search intent.
2. Write Relevant, Compelling Ads
- Use the target keyword in your headline and description.
- Focus on user benefits, not just features.
- Use emotional or urgency-based triggers.
Example: “Get Smooth Skin in 7 Days – Dermatologist Recommended Cream!”
3. Leverage Ad Extensions
Ad extensions make your ads bigger and more clickable.
Use:
- Sitelinks to promote key pages (Pricing, Reviews, About).
- Callouts like “24/7 Support” or “No Hidden Charges.”
- Structured Snippets to highlight features.
They improve visibility and CTR both great for Quality Score.
4. Improve Your Landing Pages
- Make sure your landing page talks about the same offer as your ad.
- Add trust signals like testimonials, certifications, and reviews.
- Use clear, visible calls-to-action.
- Test your page on mobile devices regularly.
5. Test, Monitor & Refine
- Run A/B tests on ad copies.
- Track keyword-level Quality Scores in the dashboard.
- Pause low-performing keywords and expand what’s working.
Improvement is a process, not a one-time fix.
Common Mistakes to Avoid
- Using broad match keywords without intent filtering.
- Sending all ads to the homepage instead of dedicated landing pages.
- Ignoring mobile responsiveness.
- Not tracking user behavior (use tools like Google Analytics or Hotjar).
Final Thoughts: Focus on User Experience
Quality Score isn’t about tricking the system it’s about genuinely improving the user experience. Better ads, more relevant content, and faster websites are good for both your audience and your business.
Why Choose Arrowpace?
At Arrowpace, we help businesses like yours run smarter, more profitable Google Ads campaigns. As a trusted Performance Marketing Agency, we focus on increasing Quality Scores, lowering CPCs, and driving meaningful conversions.
If you’re tired of spending without seeing results, we’re here to fix that strategically, transparently, and effectively.
Let’s unlock the real potential of your Google Ads together.
