10 Proven Ways to Improve Google Ads Quality Score

In the competitive world of online advertising, Google Ads remains a powerful tool for driving traffic and conversions. But simply running ads is not enough. For your campaigns to be cost-effective and impactful, you must understand and improve one crucial metric — Quality Score.

Quality Score is Google's rating of the quality and relevance of both your keywords and ads. It directly affects your cost-per-click (CPC), ad positioning, and overall campaign success. In this blog, we’ll break down the 10 proven strategies that help improve your Quality Score, ensuring your Google Ads campaigns are optimized for maximum return.

Whether you're managing a startup or an established brand, these insights are essential. And if you're looking for expert help, the best digital marketing company in Vizag is always ready to support you — more on that later.

What Is Google Ads Quality Score?

Google's Quality Score is rated on a scale of 1 to 10 and is based on three components:

1. Expected Click-Through Rate (CTR)

2. Ad Relevance

3. Landing Page Experience

The better your Quality Score, the more favorably your ads are placed, and the lower your CPC. Now let’s explore how you can improve each component effectively.

1. Use Highly Relevant Keywords in Every Ad Group

One of the most common mistakes advertisers make is overloading a single ad group with too many unrelated keywords. When your ads don’t closely match the intent of the search, relevance drops — and so does your Quality Score.

Action Steps:

• Create tightly themed ad groups.

• Focus on specific services or products per group.

• Use keyword match types smartly: exact, phrase, and modified broad match.

Relevance is everything. The more aligned your ad copy is with the keywords, the better your CTR and ad score.

2. Write Click-Worthy, Engaging Ad Copy

Even with perfect keyword targeting, weak ad copy will sabotage your Quality Score. Your ad must be compelling, direct, and aligned with the user’s intent.

Best Practices:

• Include the primary keyword in the headline and description.

• Use emotional triggers or urgency: “Limited Time,” “Free Demo,” “Now Open.”

• Make the ad address a specific need or problem.

Well-written ads not only attract clicks but signal to Google that users find your ads helpful — boosting your CTR and score.

3. Optimize Your Landing Page Experience

If someone clicks your ad and lands on a page that loads slowly or doesn’t deliver what was promised, your Quality Score will suffer. Google wants users to have a seamless experience from search to conversion.

What to Focus On:

• Fast page load speed (under 3 seconds)

• Mobile responsiveness

• Matching content — if your ad mentions "digital marketing services in Vizag," the landing page must address that exact offer

• Clear CTAs like “Get a Quote,” “Book a Call,” or “Buy Now”

An optimized landing page improves user engagement and lowers bounce rates — key to higher Quality Scores.

4. Improve Your Expected CTR Over Time

Google measures how likely your ad is to be clicked based on past performance. Higher CTR equals higher Quality Score. So how do you build that momentum?

Strategies:

• A/B test headlines and descriptions.

• Use dynamic keyword insertion (DKI) for more personalized ads.

• Include sitelink, callout, and structured snippet extensions.

Ads that consistently outperform others in CTR naturally climb the Quality Score ladder.

5. Structure Campaigns Around Buyer Intent

You should always align your campaigns with what users are looking for in their buying journey. This includes targeting informational, navigational, and transactional intent separately.

Tips:

• Target “near me” keywords for local services.

• Separate cold and warm traffic keywords into distinct ad groups.

• Offer different messaging for research-phase users vs. purchase-ready users.

The better you match intent, the more relevant your ads become — a core driver of Quality Score.

6. Regularly Remove Underperforming Keywords

Not every keyword will perform equally. Some drive irrelevant traffic and bring down your campaign metrics.

Here’s What You Should Do:

• Use the Google Ads dashboard to spot low CTR keywords.

• Pause or remove keywords with a Quality Score below 5.

• Continuously test and refine.

Think of it as pruning your campaign. Cutting out the weak links allows the strong ones to thrive.

7. Use Ad Extensions Strategically

Ad extensions enhance your ads with more information — and they also impact Quality Score indirectly by improving CTR.

Most Effective Extensions:

• Sitelinks (lead users to deeper pages)

• Callouts (highlight benefits like “24/7 Support”)

• Location (especially important for local services)

• Call Extensions (great for mobile)

Not using extensions is a missed opportunity, especially when your competitors are.

8. Leverage Negative Keywords to Refine Traffic

Negative keywords help you block irrelevant searches from triggering your ads. This keeps your click data clean and improves CTR and relevance.

Examples:

• If you sell premium products, add “cheap” as a negative keyword.

• If you don’t offer free services, exclude “free trial.”

Cleaner traffic means better engagement, higher relevance, and ultimately a better Quality Score.

9. Maintain Consistency Across Ads and Landing Pages

Google rewards consistency. If your ad promises “ Services in Vizag,” your landing page should repeat that message, include the same keywords, and feature similar offers.

Content Consistency Tips:

• Match your call-to-action across both ad and page.

• Reuse specific phrases and keywords.

• Ensure the headline of the landing page aligns with the ad copy.

This seamless experience improves trust, user satisfaction, and Quality Score.

10. Monitor and Optimize Campaign Performance Weekly

You can’t improve what you don’t measure. Regularly reviewing your campaign performance allows you to catch problems early and apply improvements.

Focus Areas:

• Keyword-level Quality Scores

• CTR trends over time

• Bounce rates and conversions

• Mobile vs. desktop performance

Set a weekly or bi-weekly routine to review all metrics. Small changes compound over time into major Quality Score gains.

Bonus Tip: Hire a Digital Marketing Agency in Vizag

Improving Quality Score takes skill, testing, and time. If you want to fast-track success, consider partnering with a professional team that knows the ins and outs of Google Ads.

At Leadraft, the best digital marketing company in Vizag, we help businesses of all sizes run smarter ad campaigns that generate results. With tailored strategies, keyword research, and high-converting ad copy, we ensure every rupee you spend counts.

A higher Quality Score isn’t just a vanity metric — it directly affects how much you pay for clicks, where your ad appears, and how often it’s shown. By focusing on relevance, landing page quality, keyword optimization, and consistent testing, you can significantly improve your ad performance.

Whether you're running ads for lead generation, eCommerce, or local services, these 10 strategies will elevate your campaigns and put your brand ahead in the Google Ads game.

If you're serious about getting better results from your PPC efforts, tap into digital marketing services in Vizag that are result-driven, creative, and built to scale your business.