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- Quality Score is a 1 to 10 diagnostic per keyword, built from three components.
- Fix the weakest component first; the status column tells you which one.
- Keyword, ad and landing page must agree on one topic.
- Do not chase the number for its own sake. Better conversions are the real aim.
What the score is and what it is not
Quality Score is Google's estimate of how well your keyword, ad and landing page serve someone who searches that term, shown on a scale of 1 to 10 at keyword level. It is built from three components: expected click-through rate, ad relevance and landing page experience. Each is rated as below average, average or above average.
Google describes it as a diagnostic tool, not a number that goes straight into the auction. The real-time auction uses a fresh assessment of quality for each search, along with your bid, the expected impact of ad assets and the context of the query. Still, a low reading usually points to a real problem, and fixing it tends to reduce the cost you pay for clicks and improve your ad positions. Our lesson on what Quality Score is and why it matters covers the definitions.
This post is the practical side: how to diagnose and repair a low score, in the order that gives the best return.
Diagnosing the weak component
Add the three Quality Score status columns to your keyword view, then use this table.
Weak component | Likely cause | First fix |
|---|---|---|
Expected CTR | Ads do not match the searcher's wording or promise | Rewrite headlines using the keyword and a clear benefit |
Ad relevance | Keywords in an ad group cover different topics | Split into tighter ad groups |
Landing page experience | Slow, vague or mismatched page | Send traffic to a specific, fast page |
All three low | Wrong keywords or weak offer | Rebuild from search terms and intent |
Only some keywords low | Broad terms or mixed intent | Pause, refine match type or add negatives |
A repair sequence that works
Work through these in order on your most expensive keywords first.
- Sort by spendFix keywords that cost the most, not the ones with the lowest score. A poor score on a keyword that gets no traffic does not matter.
- Group by intentMove each keyword into an ad group where every term means roughly the same thing. A group for dental implants should not also hold braces.
- Rewrite the adsUse the main keyword in headlines where it reads naturally, state a clear benefit and a call to action, and use all relevant ad assets such as sitelinks and callouts.
- Match the landing pageSend each group to a page about exactly that topic, with the same wording near the top. Our landing page design work focuses on this alignment.
- Add negative keywordsBlock searches that you do not want so your click-through rate reflects relevant traffic. The lesson on how negative keywords improve campaigns shows how.
- Wait and re-checkQuality Score updates as new impressions accrue. Give changes time and compare the same keywords after a few weeks.
Ad-writing fixes for relevance
Use this list when ad relevance or click-through is below average.
- Mirror the searchPlace the main keyword or a natural variant in at least one headline.
- State the benefit clearlySay what the customer gets, such as same-day visits, free quotes or nationwide delivery, only if it is true.
- Use every ad asset that appliesSitelinks, callouts, structured snippets, call and location extensions give more space and relevance.
- Differentiate your adsIf three rivals say the same thing, add a specific fact about your process or experience.
- Test, do not guessRotate several headlines and descriptions, then keep what earns clicks and conversions.
Landing page experience fixes
This component is the one owners most often ignore, and it is often the cheapest to improve.
- Relevance above the foldThe headline and first paragraph should repeat what the searcher asked for.
- Speed on mobileCompress images, remove unused scripts and test on a normal phone connection. See how to speed up your website for Core Web Vitals.
- Clear next stepOne main button or form, visible without hunting.
- Honest contentGive real details on price factors, process, location and policies, not filler.
- Trust signalsContact details, reviews, certifications and privacy information.
- Mobile layoutTap targets that work with a thumb and forms that do not need pinching.
Improving expected click-through rate
Expected CTR estimates how likely your ad is to be clicked for a keyword, based on past performance and ad position. If it is below average, check whether your ad answers the search. A search for emergency plumber near me wants speed, area and a phone number. A headline about quality service for all your home needs wastes the space.
Test several headlines in responsive search ads, but avoid pinning everything, since that reduces the system's ability to combine and learn. Add location, hours or offers where true. Review your search terms report as well. If many irrelevant searches trigger the ad, your impressions rise while clicks fall, and the ratio suffers. Tighter match types and a negative list repair that quickly.
Broad match can be useful with strong tracking, but it can also bring odd queries into a small account. Our academy lesson on broad match versus exact match keywords helps you choose.
Local search habits that change the fix
Searchers in Pakistan often type in English, Roman Urdu or a mix, and a single product or service can have several spellings. Keep these variants in the same tight group if they mean the same thing, and write ads that mirror the way customers type. A landing page in formal English may feel distant to a customer searching in Roman Urdu, so consider a simpler tone or a bilingual section.
City and area targeting also affects relevance. Ads for a clinic in Gulberg should say the area, and the landing page should show the address and map. Many leads in Pakistan arrive by phone or WhatsApp, so put both contact options high on the page and make sure they work on mobile.
If you advertise a store, product feed data can influence the quality of feed-based ads in the same way, as explained in our Google Shopping setup guide for Pakistani stores.
Reading Quality Score without fooling yourself
The score shown in the keyword column is a snapshot with limits. It is measured per keyword, based on exact-match searches in a way that does not always mirror the broad variety of queries that trigger your ads. A new keyword with few impressions may show no score at all. Do not rebuild a campaign because one column looks red.
Use the score as a filter for where to look. If your highest-spend keywords have below-average ad relevance, split the group. If landing page experience is low across the board, test the pages on a phone, read them as a stranger and ask what is missing. If expected CTR is weak only on generic terms, narrow the match type.
Pair the score with real outcomes: cost per qualified lead, conversion rate and revenue. When relevance work lifts both, you have fixed something that matters. When the number rises and results do not, you have probably polished a metric.
Common mistakes when chasing a higher score
The number is useful only when it leads to better results.
Stuffing keywords into ads
Unreadable ads lower click-through and trust.
Sending every keyword to the homepage
The page cannot match every topic, so relevance falls.
Deleting keywords too quickly
Low scores on tiny keywords are noise. Look at spend and conversions first.
Ignoring the offer
A weak product or price cannot be repaired with copy.
Editing daily
Constant changes reset the data Google uses to judge you.
Forgetting conversion quality
A high score with no sales is a good-looking failure.
Junaid's take
In my experience, a low Quality Score is rarely a mystery. It usually means the account was built around keywords in one big bucket and a single page. Once you split by intent and give each group a page that talks about that one thing, the number improves almost as a side effect.
I do not aim for a perfect ten. I aim for above average on all three components on the keywords that carry the spend, and then I measure leads and sales. If better relevance does not bring better conversions, I look at the offer.
For an outside look, a Google Ads audit and optimization shows where relevance and tracking break down, and our Google Ads management team can implement the repairs. If you are weighing campaign types, read search ads versus Performance Max too.
Junaid has worked on Google Ads for more than 18 years, across SEO, paid media, web development and custom software. He founded SEOnumber1, builds WordPress plugins, CRMs and web applications, has served 500+ clients in 48 countries, and holds Google Ads, Analytics and Google Blue and Green Belt certifications. He is a National Level Award Winner in Digital Marketing. Read his story or ask a question about this article.