Your Quality Score is Google's behind-the-scenes rating of your ads, keywords, and landing pages. A higher score lowers your CPC, improves ad rank, and helps you win auctions. In this chapter, we'll explore what impacts your Quality Score and how to improve it.

Key Points:

Quality Score is rated 1–10 and directly affects your costs and visibility. Higher scores mean lower CPCs and better placement.

Three factors drive your Quality Score:

• Expected CTR → Google predicts how likely users are to click based on keyword–ad alignment;
• Ad Relevance → Your ad copy must closely match the user's search intent;
• Landing Page Experience → Pages should load quickly, be mobile-friendly, and deliver exactly what the ad promises.

Poor Quality Scores often come from broad ad groups, weak ad–keyword alignment, or slow landing pages.

Improving your score:

• Create tightly themed ad groups with no unrelated keywords;
• Use keywords directly in headlines and descriptions;
• Align ad messaging with specific landing page offers;
• Run A/B tests to lift CTR;
• Maintain a strong negative keyword list to improve traffic quality;
• Optimize landing pages for speed, relevance, and trust signals.

Two advertisers may bid the same, but the one with a higher Quality Score wins more auctions at lower costs. It's the silent multiplier in every campaign.