If you’ve ever launched a paid search campaign and felt confused by your ads not performing as expected, a low Quality Score might be to blame. Quality Scores play a big part in how often your ads show, where they appear, and how much you pay per click. But the term can sound more technical than it actually is. At its core, it’s just Google’s way of deciding how helpful and relevant your ad is to both searchers and search engines.
Fixing a low score isn’t about guessing or throwing money at the problem. It’s about knowing what Google looks for and then adjusting your ads, copy, and landing pages to match those expectations. The good news is that you don’t need complex tools to make changes. Whether you’re handling campaigns yourself or guiding a team, understanding what affects Quality Scores is the place to begin.
Understanding Low Quality Scores in Search Ads
Quality Score is Google’s rating of how relevant and useful your ad is to someone searching online. It’s based on a few key things: how closely your keywords match your ads, how often people click on the ads, and whether the page they land on provides a good experience. If your score is low, you’ll probably pay more per click, and your ads won’t show in the top spots.
Many people assume their ads should work just because they’ve chosen the right keywords or used strong copy. But it’s really about everything working together, from the search term to the ads to the page someone lands on. Any mismatch can signal to Google that your ad isn’t helpful.
Common factors that lower a Quality Score include:
- Poor keyword match – When keywords don’t align well with the ad copy, the ad seems less relevant.
- Low click-through rate (CTR) – If not many people click, Google sees it as a sign the ad isn’t appealing or useful.
- Weak landing page – If the page is confusing, slow, or off-topic, users leave quickly and that hurts your score.
Think of paid search like giving directions. If someone asks about a coffee spot and you send them to a place that’s closed or sells sandwiches, they won’t be happy. Consistency and clarity matter.
Identifying Common Issues Leading to Low Quality Scores
Once you’re clear on what a Quality Score is, the next step is figuring out where it’s going wrong. It’s rarely just one issue, it’s often small problems adding up.
Start by checking how well your keywords match your ads. Some advertisers go broad to cover more searches, but this can hurt relevance. If you’re targeting a niche product but use vague keywords, you end up with a mismatch. Picking sharper, intent-driven keywords lets you craft more targeted ads.
Click-through rate is another clue. If not many users are clicking on your ad, your headline or description may need work. Maybe you’re not speaking directly enough to their needs, or the tone isn’t right.
Lastly, look at your landing pages. Your ad may be promising the right thing, but if the page looks messy, takes long to load, or doesn’t clearly deliver what was promised, users won’t stick around. Google picks up on that behaviour and it affects your score.
Even small tweaks can help. When ads, keywords, and landing pages all support one another, you’re more likely to get the clicks and engagement needed to lift your score.
Strategies to Improve Keywords and Ad Relevance
If your Quality Scores are low, reviewing how your keywords and ads connect is a smart first move. Begin by narrowing your keyword list. Focus on terms that reflect exactly what potential customers might search for. Broad terms may get impressions, but matching user intent is what drives performance.
For example, if you run a pet food store, a broad keyword like “dog food” might pull in too many irrelevant clicks. Instead, something like “grain-free puppy food” speaks directly to a buyer’s need. It’s clearer, more specific, and easier to write a good ad for.
Once you’ve got specific keywords, your ads should echo those exact terms. Say what you offer in a clear and helpful way. If someone types in “natural bathroom cleaner,” your ad should include that phrase in the headline or description to catch their attention immediately.
Consistency is key. Don’t forget to check if your landing page supports that same keyword. If your ad mentions “natural bathroom cleaner” but the landing page focuses on all-purpose cleaners, users may get confused. Fixing that disconnect improves both your relevance and your conversion chances.
Boosting Click-Through Rates (CTR)
Click-through rate is one of the things Google looks at when scoring your ads. If people don’t click, even the lowest bids won’t save you money. Improving this metric can go a long way.
Start with A/B testing. Try out different versions of your ad to see what gets attention. Try new headlines, descriptions, or CTAs. One headline might work far better than another, and sometimes even a small word swap can make a difference.
Use strong CTAs. Think about what action you want people to take, whether it’s learning more, shopping now, or booking a consultation, and say that clearly in the ad. Give them a reason to act.
Ad extensions can help too. These are the little extras like site links, call buttons, or location info that show up alongside your main ad. They don’t guarantee clicks, but they make your ad bigger and offer more ways for people to interact. That can give you an edge, especially on mobile.
Enhancing User Experience on Landing Pages
Your ad hypes something up…now your landing page has to prove you can deliver. If it doesn’t, people leave. That hurts your score and your budget.
Start by checking how fast your landing page loads. No one likes to wait, especially not mobile users. A slow-loading page means missed chances and more bounces.
Next, look at layout and content. Is the page easy to read and navigate? Are the headlines clear? Does the page explain or offer exactly what your ad promised?
Your design should be mobile-friendly. A great desktop page can still struggle on mobile if fonts are too small, buttons are hard to tap, or images don’t size correctly.
Finally, make sure visitors can find their next step easily. Whether it’s “Buy Now,” “Sign Up,” or “Get a Quote,” that option should be front and centre without users needing to scroll much.
These efforts don’t just help with Quality Scores. They also help turn visitors into customers.
Getting Professional Help for Paid Search Advertising
There’s a lot to keep track of in paid search advertising. Keyword research, ad writing, testing, analytics, and landing page design all play a part. Sometimes the best move is bringing in expert support.
A professional team can quickly uncover what’s weighing down your scores. Whether it’s poor copywriting, irrelevant keywords, or a clunky landing page, they’ve seen it before and know what works.
They’ll help you focus on what matters most. Instead of randomly trying changes that may not stick, they’ll help you build a plan around ongoing testing and refinement that puts your goals and your audience front and centre.
Working with a specialised agency like Wonderful can give your campaigns the structure and expertise needed to win more attention, entry points, and conversions.
Taking Control of Your Ads’ Quality Scores
Raising your Quality Score isn’t a one-time fix. Like any part of marketing, it requires regular check-ins and upgrades. Watch your performance and be ready to adjust anything that stops working.
Check back on your keywords every few weeks. Tweak ads based on the phrases pulling real value. Keep your call-to-action sharp and headlines interesting. As trends shift or user habits change, update your copy and landing pages to stay relevant.
Landing page updates are equally important. Whether it’s a new offer or seasonal promotion, make sure the experience is always clear, supportive, and useful. That continuity carries forward into a better ad score and better returns on spend.
When everything works together, keywords, ads, webpages, you get rewarded with higher positions, lower costs, and more responses. Quality Scores aren’t just a number to chase. They reflect how well your marketing speaks to your audience, and how likely it is to keep their attention once they bite.
To stay ahead of ad performance issues, updating your strategy regularly makes a big difference. Fine-tuning your approach to paid search advertising can help you reach the right people and get more out of your budget. At Wonderful, we work closely with you to help shape campaigns that attract clicks and deliver better results.
