Quality Score
Quality Score is a number from 1 to 10 with which Google Ads estimates how relevant your ad and landing page are for a keyword. The higher it is, the less you usually pay per click.
- 3 min read
What is Quality Score?
Quality Score is a rating per keyword in Google Ads. Google gives a number from 1 to 10 that shows how well your ad and landing page match someone searching for that keyword. You can find the number in your account if you add the Quality Score column to your keyword overview.
The number is made up of three components. Expected click-through rate: how likely people are to click your ad. Ad relevance: how well your text matches the search. And landing page experience: how useful and user-friendly the page is where visitors end up. Each component gets the rating below average, average or above average.
Why Quality Score matters for your business
Quality Score influences what you pay. Google wants to show ads that are useful to searchers. That is why the auction weighs not only your bid, but also the quality of your ad and page. An advertiser with high quality can finish above a competitor who bids more, and still pay less per click.
For a trade business with a limited budget, that is good news. You do not have to be the biggest to become visible. With good ads and a strong landing page you get more clicks from the same money, and so more chances of an enquiry. A low CPC is therefore often the result of quality, not of bidding lower.
How Quality Score works
Strictly speaking, Quality Score is a diagnostic tool. In every auction Google uses its own, up-to-date estimate of quality, based on the search, the device, the location and the moment. The number in your account is a summary of that. That makes it a handy compass: it shows where your ad or page falls short.
An example. Say a roofer has one ad group with the keywords “dakgoot vervangen”, “daklekkage”, “dakkapel” and “dakisolatie” (gutter replacement, roof leaks, dormers and roof insulation). There is one ad with the text “Roofer in the region, call now” and everything leads to the homepage. The Quality Scores are around four. The roofer splits the group into four groups, each with its own ads that mention the keyword, such as “Roof leak fixed fast”, and a landing page of its own per service. After a few weeks the scores are around seven or eight. The cost per click falls, the ads appear at the top more often and more enquiries come in for the same budget.
The landing page experience component is closely tied to your website. Speed, a clear structure, relevant content and a good display on mobile all count. That is where advertising directly touches conversion optimisation.
Common mistakes with Quality Score
Too many keywords in one group. If one ad has to fit ten different topics, it does not really fit any single topic well.
Everything to the homepage. A general page rarely matches a specific search well. The landing page experience score then stays low.
Staring blindly at the number. A keyword with a score of five that brings in lots of enquiries is worth more than a keyword with a ten that brings in nothing. Use the number to improve, not as a goal.
Broad keywords without exclusions. If your ad is shown for searches that have little to do with it, your click-through rate drops and with it your score. Negative keywords keep that traffic out.
A slow website. A page that needs seconds to load on mobile pulls down the score and costs enquiries at the same time.
How to tackle Quality Score
Start with a clear structure. Group keywords that are about the same thing and give each group its own ads. That way each ad can speak the searcher’s language.
Write ads that mention the keyword and the result for the customer. Use all the available headlines and descriptions, and add assets such as your phone number, location and extra links. That raises the chance of a click.
Let each group land on a page that is exactly about that topic. Make sure that page loads quickly, mentions the search term in the heading and offers a clear next step.
Then check the components per keyword every month. If the click-through rate is below average, work on your ad text. If the landing page scores low, look at speed and content. That way you improve step by step, and you see it in lower cost per click and more enquiries.
Frequently asked questions
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What is a good Quality Score?
A score of 7 or higher counts as good, 5 and 6 as average, and below that there is clearly room for improvement. Look mainly at the three components, because they show where you need to improve. A keyword that brings in enquiries matters more than a perfect number.
How do I raise my Quality Score?
Group keywords by topic, write ads that mention the keyword word for word and send visitors to a page that is exactly about that topic. Make sure that page loads quickly on mobile. Also exclude irrelevant searches with negative keywords.
Does a low Quality Score really cost money?
Yes. With a low score you usually pay more per click for the same position, or you are shown less often. A low score also often points to a page that brings in fewer enquiries. So you pay more for traffic that converts less.
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