How to improve your quality score on Google Ads?

25 Feb, 2024

1 min

Contact us

What’s the difference between Hermes and H&M, if not quality? (We promise we don’t have shares in Hermes). The frame of quality reference between both isn’t the same, meaning that both can perform well on their own quality objectives: they just didn’t set the same standards. 

How to set your quality standards? How to improve the quality score of your ads, and what factors matter to your quality score? Let’s discover it all together in this blog post to boost your quality score! 

What is called a “quality score” ?

Google quality score is a diagnostic tool that gives you a scoring of how well your ads perform compared to other ads in your industry. 

10 is the best score you could get, and 1 is the poorest one. If you have a good quality score, it means that the quality of your ads makes them relevant and useful enough to be displayed whenever someone is searching for your keywords.

It’s calculated according to the combination of 3 major components: the expected clickthrough rate (how your ad is supposed to be clicked), the ad relevance and the landing page experience, the relevance of your ad text and many other factors.

Let’s say that: 


Knowing your quality score is essential to determine the CPC (cost per click: how much you pay every time someone clicks on your ad). 

How does it affect your Google ads strategy?

In a nutshell, it’s well-known that the higher your quality score, the lower your cost per conversion. 

Usually, your cost per click is higher than your cost per conversion, purely and simply because not everyone that clicks on your ad ends up converting. Well, if your quality score is high, chances are you’ll be able to lower both your cost per click and your cost per conversion. A win-win? 

Yes! As you lower both costs, you’ll see an increase in your ROI. On average, a quality score of 10 equals a discount of your CPC by 50.00 %. 

If your score is below 6, you’ll see an increase in your CPC. For instance, a score of 3 equals an increase of your CPC by 67 %, compared to standard performance.  This measure of your ad quality and relevance should be taken into account very seriously as an outperformance or an underperformance can have tremendous effect on your campaigns’ performance

How to improve your quality score?

Knowing that it’s essential to keep your Google ad quality score as high as possible, you may be interested in learning how to optimize it

Improve the expected CTR

Remember that the expected CTR stands for the likelihood that your ad will be clicked on, right? 

Well, to improve your expected CTR, here are some tips

    • Make the most of your copywriting experience to edit ad text that is as compelling as possible.
    • Exclude keywords that are not relevant to your ads.
    • Be synthetic and guide your readers to direct actions
    • Experiment and test many CTA to find THE ONE that your readers will jump on.

Improve the relevance of your ad text

As you may know, no one likes to find a landing page that has nothing to do with your ad text. They’ll feel disappointed about the ad and report a bad user experience. To improve your ad text: 

  • Make sure to stick to your landing page content: match the language and value proposition.
  • Group keywords to increase your ad relevance. 
  • Create ad copies that are targeted to specific ad campaigns: don’t try to include them all! 

To learn more about the pitfalls of clickbait, read our blog post on the topic (we promise you won’t be left for more).

Improve the landing page experience

We’ve already covered the topic of landing page optimization in a detailed blog post, but to sum it up: 

  • Spend at least as much time as you spent on your ad, optimizing your landing page. An efficient ad that takes the consumer to a poor landing page goes with a direct increase on your bounce rate.

  • Update your landing page content as often as you should. Make sure that the landing page always corresponds to your ad offer. 

  • Make sure that your pages are mobile-friendly to lower your bounce rates. Mobile users represent more than 54% of all internet users now. Make a test of your landing pages mobile-friendliness in just one click.

  • Improve your load page speed. A low load speed will increase your bounce rate. 

Want more advice? Contact our performance team; they’ll be glad to help boost your ads. 


Stay efficient in the long run 

There’s no magic solution that will work for every ad in every industry, for every budget. 

Once your quality standards are established and that you’ve set the bar of quality score you want to reach, run tests. Try to evaluate how you could improve each component of the quality score and test them until you reach the highest quality score. 

Make quality score your priority 

The impacts of your ad quality score can either make you save money and boost your campaigns’ ROI or increase your CPC, and your pages’ bounce rate. How do your ads perform? It’s up to you to start optimizing your Google ad quality score: you hold all the cards now!

For more tips, don't hesitate and contact us!

By Emma Jeanpierre

24 Nov, 2021