How to Improve Google Ads Quality Score in 2025? CTR and CPC Optimization

You are spending money on Google Ads, yet competitors outrank you while paying less. The most likely culprit behind this is a Quality Score gap. Quality Score is Google's 1-to-10 rating for each keyword in your account, and it directly determines both your ad position and your cost-per-click (CPC).

Accounts with higher Quality Scores pay less to reach the same position. An ad scoring 8-9 out of 10 can achieve the same placement as a competitor scoring 4-5 at a meaningfully lower cost. In this guide we break down every Quality Score component, how to measure it, and the specific steps to improve it.

Why Quality Score Matters: The CPC and Ad Rank Relationship

Ad position in Google Ads is determined by the Ad Rank formula: Ad Rank = Max CPC Bid × Quality Score × Expected Ad Extension Impact. This means the advertiser with the highest bid does not automatically win — the one with the highest Ad Rank does. A low Quality Score forces you to bid higher to maintain position, or forces you down the page.

The CPC impact is equally significant. Actual CPC = (Ad Rank of the ad below yours / Your Quality Score) + minimum increment. As Quality Score rises, your actual CPC for the same position falls. An account that improves its Quality Score from 4 to 8 on a keyword can see meaningful CPC reductions — under the right conditions this translates to using the same budget far more efficiently.

Beyond cost, low Quality Score limits reach. Google deprioritises low-quality ads in the auction; at very low scores an ad may not serve at all. Quality Score is therefore both a cost lever and an impression volume lever.

What Are the Three Components of Quality Score?

Google calculates Quality Score from three factors and labels each one 'below average', 'average', or 'above average'. These labels tell you exactly where to focus your effort.

1. Expected Click-Through Rate (Expected CTR)

Expected CTR is Google's prediction of how likely your ad is to be clicked when shown for a given keyword, based on historical data and comparisons to similar ads. The deeper your account history, the more accurate Google's estimate. New accounts start at 'average' for this component until sufficient data accumulates.

The primary lever for Expected CTR is ad copy: including the keyword in headlines, adding specific value propositions (free shipping, 24-hour delivery), testing Responsive Search Ads (RSA) headline and description combinations, and pausing low-performing ad variants. Each of these actions trains the auction signal in your favour over time.

2. Ad Relevance

Ad Relevance measures how closely your ad matches the intent of the user's search query. If a user searches 'Istanbul courier service' and your ad headline reads 'Fast Logistics Solutions', Ad Relevance will be low. If the headline explicitly says 'Istanbul Courier Service', it will be high.

The most effective way to improve Ad Relevance is correct keyword grouping: cluster keywords with similar intent, then write ad copy specific to that intent. If you are using broad match types, review the Search Terms report regularly — ads appearing for irrelevant queries directly damage this component.

3. Landing Page Experience

Landing Page Experience evaluates how satisfied a user is likely to be after clicking your ad. Google assesses this through content relevance (does the page deliver what the ad promised?), page speed, mobile-friendliness, and ease of navigation.

This component is the slowest to improve but has the longest-lasting positive effect once fixed. After making page changes, allow 3-4 weeks for Google to re-evaluate its signals before drawing conclusions.

Keyword Grouping: SKAG and Theme-Based Approaches

SKAG (Single Keyword Ad Group) places only one keyword (and its close variants) in each ad group. The benefit is that you can write entirely tailored ad copy for each keyword, which directly lifts Ad Relevance. The tradeoff is management overhead: for accounts with large keyword sets, SKAG can become operationally heavy.

Theme-based grouping is the practical alternative: cluster keywords sharing the same search intent into one group, then write copy that targets that intent specifically. This preserves relevance while keeping the account structure manageable.

• Keep 5–15 keywords per ad group to maintain relevance without losing control
• Prefer phrase match or exact match over broad match to protect Ad Relevance
• Enter 15 headlines and 4 descriptions in each RSA; Google will test the best combinations
• Use the keyword or a close variant explicitly in Headline 1 or Headline 2
• Review ad group performance at least every two weeks and pause weak variants

Negative Keywords: The Root Cause of Low Expected CTR

When your ad appears in irrelevant searches and receives no clicks, your average CTR drops and the Expected CTR component is penalised. Negative keywords prevent this: they stop your ad from entering the auction for the specified terms.

Check the Search Terms report (Insights & Reports → Search Terms) every week. Add irrelevant, low-intent, or non-converting queries as negatives. For a company selling accounting software, queries such as 'free accounting template' or 'what is accounting' carry information intent and should be excluded.

• Campaign-level negatives: broad terms that are never relevant across the entire campaign
• Ad-group-level negatives: prevent a keyword winning in one group from triggering ads in another group
• Shared negative lists: apply one list across multiple campaigns for consistency
• Build an aggressive negative list in the first 30 days — clean early data builds a healthier Quality Score baseline faster

Ad Copy Optimisation and Responsive Search Ads

Ad copy directly influences two Quality Score components: Expected CTR and Ad Relevance. For strong ad copy: use the primary keyword in the headline, include a specific benefit promise, and add a trust signal (guarantee, certification, delivery window) in the description.

Responsive Search Ads (RSA) let Google test the best headline and description combinations automatically. Include at least one RSA per ad group. Aim for 'Excellent' or 'Good' ad strength by diversifying your headlines — avoid repeating the same message across multiple headlines, and instead highlight different benefits from different angles.

• Use the keyword clearly in Headlines 1–2
• In Headline 3, add competitive differentiation or a specific credibility signal
• In descriptions, pair a concrete benefit with a CTA
• Avoid pinning headlines — pinned headlines restrict Google's testing and reduce RSA effectiveness
• Review ad strength at least every two weeks; pause variants with consistently low impressions or CTR

Landing Page and Ad Alignment

The first requirement for a strong landing page experience is message match: whatever the ad promises, the page must deliver. A user who clicks 'Istanbul Web Design Agency' and lands on a generic homepage will signal low satisfaction. Directing traffic to a dedicated, query-specific landing page resolves this immediately.

The second requirement is technical performance. If your mobile PageSpeed Insights score is below 70, Landing Page Experience will suffer. LCP (Largest Contentful Paint) should be under 2.5 seconds; CLS (Cumulative Layout Shift) should stay below 0.1. Unnecessary redirects, oversized images, and render-blocking scripts are common culprits.

• Convert images to WebP format and apply lazy loading
• Defer non-critical JavaScript to reduce initial load time
• Build campaign-specific landing pages — sending traffic to the homepage hurts both conversion and LP Experience
• Include the search keyword (or a close variant) in the page's H1 and opening paragraph
• Test mobile rendering with Google's Mobile-Friendly Test tool before launching

Monitoring Quality Score: Google Ads Columns

Quality Score columns are not added by default. To enable them: Keywords tab → Columns → Quality Score section → add Quality Score, Expected CTR, Ad Relevance, and Landing Page Experience. These four columns immediately show which keyword has a problem and which specific component is responsible.

Work through issues by component, not by trying to fix everything simultaneously. If 'below average' shows up for Ad Relevance on a set of keywords, focus there first. If Landing Page Experience is the issue, assess and update the destination URL. Prioritised, component-level action produces faster and more measurable results.

• Quality Score 7–10: healthy — maintain and continue RSA testing
• Quality Score 5–6: average — review ad copy and landing page relevance
• Quality Score 1–4: urgent — pause the keyword or restructure the ad group entirely
• Review Search Impression Share alongside Quality Score: lost share due to rank indicates a quality problem, not a budget problem
• Wait at least two weeks after any change before evaluating impact — Google's signals are cumulative, not instant

Quality Score 1–4: Immediate Action Protocol

When a keyword scores 1-4, a large portion of each bid is effectively wasted overcoming the quality penalty. Before pausing, run this checklist: How closely does the keyword match the ad copy? Does the landing page explicitly address the keyword's intent? What does the account's historical CTR for this keyword look like?

• Move the keyword to its own ad group and write dedicated ad copy around it
• Update the destination URL to a page directly relevant to the keyword
• Tighten the match type: switch from broad to phrase or exact match
• If scores don't improve within 3-4 weeks, remove the keyword and add it as a negative
• Low-QS keywords drag down account-wide average scores — removing or restructuring them benefits the entire account

Managing Quality Score with ADWEBX

Quality Score improvement is not a one-time fix — it is an ongoing operational cycle. Keyword restructuring, ad copy testing, negative list expansion, and landing page optimisation must run together. At <a href='/en/services/google-ads'>ADWEBX Google Ads management</a>, we formalise this cycle: weekly Search Terms audits, monthly RSA A/B tests, and campaign-specific <a href='/en/services/landing-pages'>landing page optimisation</a>.

To get a no-cost analysis of your account's Quality Score distribution and impression share loss, fill out the <a href='/en/analysis'>ADWEBX Free Analysis</a> form or <a href='https://wa.me/905322477388'>reach us directly on WhatsApp</a>. We report exactly which component is causing the most loss and what to do about it first.

Frequently Asked Questions

What is a good Quality Score in Google Ads?

A score of 7 or above is generally considered good, 5-6 is average, and 4 or below requires attention. In highly competitive industries such as insurance, legal services, or finance, even a 7-8 can be difficult to maintain. The number itself matters less than knowing which component is holding you back — every 'below average' label is a specific action item.

How does a low Quality Score affect CPC?

Google Ads pricing is based on Ad Rank. When your Quality Score is low, you either have to bid more to maintain the same position, or you drop to a lower position. Conversely, as Quality Score rises, you can reach the same or better positions at a lower actual CPC. Improving Quality Score is therefore as much a budget efficiency decision as it is a quality decision.

How long does it take for Quality Score to improve?

Changes to Expected CTR and Ad Relevance can reflect relatively quickly, often within 1-2 weeks. Landing Page Experience is slower: after updating a page, allow 3-4 weeks for Google to re-evaluate its signals. Rather than making one large batch of changes and waiting, a pattern of regular, measurable actions is easier to track and produces steadier improvement.

Can I see historical Quality Score data in Google Ads?

Google Ads displays Quality Score as a current value only — there is no native historical trending view. To track trends over time, export the Quality Score column into Google Sheets or a reporting tool (such as Looker Studio) on a regular schedule. Third-party platforms like Optmyzr or Swydo can automate this historical tracking.

Why is Quality Score low on a new account?

In a new account, Google has no historical click data to estimate Expected CTR accurately, so scores start at 'average' or sometimes lower. After 2-4 weeks of data accumulation, Google updates its signals. During this early period, getting keyword grouping, ad copy relevance, and landing page quality right from the start means scores will improve faster once the data threshold is reached.