Google Ads Quality Score Guide 2026: Improve CTR, Relevance, and Landing Pages

Key Takeaways

• Quality Score is a 1-10 diagnostic rating, not a direct auction input
• Three components: Expected CTR (39%), Landing Page (39%), Ad Relevance (22%)
• Score of 7+ is considered "good" — aim for this as baseline
• Higher scores = lower CPCs and better ad positions
• Focus on landing page and CTR for biggest impact

What Is Quality Score?

Quality Score is Google's 1-10 rating of your ad quality. It reflects how relevant and useful your ad experience is to users.

Think of it as a health check, not a direct ranking factor.

The Three Components

1. Expected Click-Through Rate (39% weight)

How likely users are to click your ad when shown.

Measured Against: Historical CTR performance for similar keywords Statuses:

• Above Average ✓
• Average
• Below Average ✗

2. Landing Page Experience (39% weight)

How relevant and useful your landing page is to ad clickers.

Factors:

• Relevance to search intent
• Page load speed
• Mobile friendliness
• Original, useful content
• Easy navigation

3. Ad Relevance (22% weight)

How closely your ad matches the searcher's intent.

Factors:

• Keyword presence in ad copy
• Ad message alignment with search query
• Ad group organization

How Quality Score Affects Your Ads

Ad Rank Calculation

Ad Rank = Max Bid × Quality (+ Extensions + Format)

Higher Quality Score = Higher Ad Rank at the same bid.

CPC Impact

Quality Score	CPC Impact

10	-50% vs. average
7	-16% vs. average
5	Average
3	+67% vs. average
1	+400% vs. average

Improving Expected CTR

Ad Copy Optimization

Include Keywords:

• Use target keyword in headline 1
• Include in description where natural
• Add to display URL

Highlight Benefits:

• Unique value proposition
• Specific numbers/results
• Free shipping, guarantees

Strong CTAs:

• "Shop Now," "Get Quote," "Learn More"
• Action-oriented language
• Urgency when appropriate

Negative Keywords

Common Negatives:

• "free" (if not offering free)
• "jobs," "careers" (if not hiring)
• Competitor names (unless targeting)
• "DIY," "how to" (if selling products)

Ad Extensions

Extensions make ads larger and more compelling, increasing CTR.

Essential Extensions:

• Sitelinks (additional page links)
• Callouts (key benefits)
• Structured Snippets (feature categories)

Improving Ad Relevance

Keyword Organization

Tightly Themed Ad Groups:

• 5-15 related keywords per ad group
• Keywords share common intent
• Allows for specific ad copy

Example:

• Bad: "shoes, running, sneakers, boots" in one group
• Good: "running shoes," "running sneakers," "jogging shoes" in one group

Ad Copy Alignment

Ad Copy Checklist:

• [ ] Primary keyword in headline
• [ ] Search intent addressed
• [ ] Benefit relevant to keyword
• [ ] CTA matches user goal

Responsive Search Ads

Use 10-15 headlines and 4 descriptions. Google tests combinations to find best performers.

Include:

• Keyword variations
• Different benefits
• Multiple CTAs
• Brand name

Improving Landing Page Experience

Relevance

Match Search Intent:

• Page content addresses what user searched
• Headline echoes ad message
• Product/service clearly presented

Example:

• Search: "blue running shoes"
• Ad: "Blue Running Shoes - Free Shipping"
• Landing Page: Category page filtered to blue running shoes (not homepage)

Page Speed

:::danger Speed Impact

"A slow-loading page can drive visitors away. Aim for a page that loads in under 3 seconds."

:::

Speed Optimization:

• Compress images (WebP format)
• Minimize JavaScript
• Use CDN
• Enable caching
• Reduce server response time

Testing Tools:

• Google PageSpeed Insights
• GTmetrix
• Lighthouse

Mobile Experience

Most searches are mobile. Pages must be:

• Responsive design
• Touch-friendly buttons (44px+)
• Readable without zooming
• Fast on mobile networks

Trust Signals

• SSL certificate (https)
• Clear contact information
• Privacy policy
• Trust badges/reviews
• Professional design

Navigation

• Clear path to conversion
• Easy to find information
• No aggressive pop-ups
• Simple form fields

Quality Score by Keyword Type

Branded Keywords

Typically high Quality Score (8-10) because:

• High CTR (users searching for you)
• Perfect relevance
• Your landing pages

Non-Branded Keywords

More challenging. Focus on:

• Tight keyword-ad alignment
• Specific landing pages
• Competitive CTR

Competitor Keywords

Often lower scores (4-6) because:

• Lower CTR (users wanted competitor)
• Relevance challenges

Strategy: Accept lower scores, ensure messaging differentiates.

Common Mistakes

Mistake 1: Obsessing Over Score

Quality Score is diagnostic, not a goal.

Fix: Focus on actual performance metrics (conversions, ROAS).

Mistake 2: Broad Match Keywords Only

Broad match = less relevance = lower scores.

Fix: Use phrase and exact match for better alignment.

Mistake 3: One Ad Group for All Keywords

Kills relevance and CTR.

Fix: Organize by theme, 5-15 keywords per group.

Mistake 4: Generic Landing Pages

Sending all traffic to homepage destroys landing page experience.

Fix: Dedicated landing pages for major keyword themes.

Mistake 5: Ignoring Mobile

Desktop-only optimization ignores majority of searches.

Fix: Mobile-first approach to ads and landing pages.

Quality Score Audit Checklist

• [ ] Keywords organized into tight themes
• [ ] Each ad group has relevant, keyword-specific ads
• [ ] Landing pages match ad promises
• [ ] Page speed under 3 seconds
• [ ] Mobile experience optimized
• [ ] Negative keywords added
• [ ] Ad extensions implemented
• [ ] Below-average components identified and addressed

The Bottom Line

Quality Score matters, but it's a symptom, not the disease.

Focus on creating genuinely good user experiences:

• Relevant ads that match search intent
• Fast, useful landing pages
• Tight keyword organization

The score will follow.

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