How to Improve Ad Quality Score: 7 Steps to Lower CPCs and Dominate Google Ads

Your Google Ads Quality Score is silently determining whether you pay $2 or $20 per click—and most advertisers have no idea how to fix it. Quality Score is Google’s 1-10 rating that measures how relevant and useful your ads are to searchers. A higher score means lower costs per click, better ad positions, and more conversions from the same budget.

For local businesses watching every marketing dollar, the difference between a Quality Score of 5 and 8 can translate to 30-50% lower costs. Think about it: if you’re spending $5,000 monthly on Google Ads, that’s potentially $1,500-$2,500 back in your pocket—or reinvested into scaling campaigns that actually work.

The problem? Most business owners treat Quality Score like a mysterious black box. They see the numbers, shrug, and keep throwing money at underperforming campaigns hoping something will change.

Here’s what actually happens: Google evaluates three core components every time your ad enters the auction—Expected Click-Through Rate, Ad Relevance, and Landing Page Experience. Each component gets rated Below Average, Average, or Above Average. These ratings combine into your overall Quality Score, which directly influences your ad rank and what you pay per click.

This guide walks you through seven actionable steps to diagnose your current scores, fix the underlying issues, and build campaigns that Google rewards with premium placement at discount prices. No fluff, no theory—just the exact process we use at Clicks Geek to transform underperforming campaigns into profit machines.

Step 1: Audit Your Current Quality Scores and Identify Problem Keywords

You can’t improve what you don’t measure. Your first move is pulling Quality Score data from Google Ads and identifying which keywords are bleeding your budget.

Navigate to your Keywords tab, click the Columns icon, and select “Modify columns.” Under the Quality Score section, add these columns: Quality Score, Landing Page Exp., Exp. CTR, and Ad Relevance. These give you the overall score plus the three component ratings Google uses to calculate it.

Now you’re looking at the diagnostic data that reveals exactly where your campaigns are failing. A keyword with Quality Score 3 and “Below Average” Expected CTR tells you searchers aren’t clicking your ads. A keyword with “Below Average” Landing Page Experience means your destination page doesn’t match what people expect after clicking.

Here’s how to prioritize your fixes: Create a simple spreadsheet with four columns—Keyword, Quality Score, Monthly Spend, and Priority. Sort by highest spend first. These high-spend, low-score keywords are where you’ll get the biggest ROI from improvements.

Focus on keywords spending over $100 monthly with Quality Scores below 6. These are your profit killers. A keyword spending $500 per month at Quality Score 4 could potentially save you $150-250 monthly just by improving to a 7 or 8.

Set baseline metrics before making any changes. Record current Quality Scores, average CPCs, click-through rates, and conversion rates. You’ll need these numbers to prove your optimizations are working. Understanding how to track marketing ROI ensures you can measure the real impact of these improvements.

One critical insight: Quality Score updates aren’t instant. Google needs sufficient data to recalculate ratings, which typically takes several days to a few weeks. Don’t panic if scores don’t jump immediately after making changes. The algorithm is watching, gathering evidence, and will reward consistent improvements over time.

Step 2: Restructure Ad Groups for Tight Keyword-to-Ad Alignment

Bloated ad groups are Quality Score killers. When you stuff 20 loosely related keywords into a single ad group, Google sees your ads as generic and irrelevant to most searches.

Picture this: You’re a local plumber with an ad group called “Emergency Services” containing keywords like “emergency plumber,” “water heater repair,” “burst pipe fix,” and “drain cleaning near me.” Your ad says “24/7 Emergency Plumbing Services.” Someone searching “water heater repair” clicks your ad expecting water heater information, but your ad talks about emergency services broadly. That mismatch tanks your Ad Relevance score.

The solution is restructuring around tight themes. Single Theme Ad Groups (STAGs) group closely related keywords that share identical search intent. For aggressive optimization, Single Keyword Ad Groups (SKAGs) dedicate entire ad groups to individual high-value keywords.

Here’s the practical restructuring process: Start with your high-spend keywords from Step 1. Group them by specific intent, not just topical similarity. “Emergency plumber” and “24 hour plumber near me” share intent—immediate emergency service. “Water heater repair” and “water heater installation” do not—one needs fixing, one needs new equipment.

Create new ad groups where every keyword could reasonably trigger the same ad copy. If you can’t write one ad that perfectly matches all keywords in the group, split them further.

When migrating campaigns, don’t delete old ad groups immediately. Pause them instead. This preserves historical data and conversion tracking while your new structure builds performance history. Run both structures in parallel for 2-3 weeks, then kill the old groups once new ones prove themselves.

Yes, this creates more ad groups. You’ll go from 5 bloated groups to 15-20 tightly focused ones. That’s the point. More work upfront, but Google rewards specificity with lower costs and better placements.

Step 3: Write Ad Copy That Mirrors Search Intent Exactly

Your ad copy is where keyword relevance either clicks or crashes. Google’s algorithm looks for one thing: does this ad answer what the searcher actually wants?

Include your primary keyword in Headline 1 or Headline 2—ideally both. If someone searches “affordable web design Chicago,” your headline should say “Affordable Web Design Chicago” or “Chicago Web Design Services.” Not “Professional Website Solutions” or other creative variations that dilute relevance.

Match your messaging to the specific problem behind the search. “Emergency plumber” signals urgency and crisis. Your ad should emphasize speed: “24/7 Emergency Plumber—Arrives in 60 Minutes.” Don’t waste space on “Trusted Since 1995” or “Family Owned Business.” Those matter for credibility, but the searcher with a flooded basement wants immediate help.

Dynamic Keyword Insertion (DKI) can boost relevance when used strategically. It automatically inserts the searcher’s exact query into your ad. Use it in tightly themed ad groups where all keywords are similar. Never use it in broad groups where it might create nonsensical ads.

Test multiple ad variations within each ad group. Write three different approaches: one emphasizing speed, one highlighting price, one focusing on expertise. Google’s responsive search ads will test combinations and surface winners, but you still need to provide distinct messaging angles. For a deeper dive into crafting compelling copy, learn how to create ads that actually convert.

Here’s what separates good ads from great ones: great ads make a specific promise that matches search intent, then deliver on that promise on the landing page. If your headline says “Free Quote in 24 Hours,” your landing page better have a prominent form promising exactly that.

Step 4: Optimize Landing Pages for Relevance and Speed

Your landing page is where Quality Score lives or dies. Google evaluates whether your destination delivers what your ad promises—and whether it does so quickly enough to keep users engaged.

Start with headline matching. If your ad says “Emergency AC Repair Phoenix,” your landing page H1 should echo that exact promise: “Emergency AC Repair in Phoenix—Fast Response.” Not “HVAC Services” or “Cooling Solutions.” The mental transition from ad to page should feel seamless, not jarring.

Content relevance extends beyond headlines. Your primary keywords should appear naturally in body copy, subheadings, and throughout the page. If you’re targeting “water heater installation,” that phrase should appear 3-5 times on the page in context. Google’s algorithm scans for topical consistency between the ad, keyword, and landing page content.

Mobile experience matters more than most advertisers realize. Over 60% of Google searches happen on mobile devices, and Google penalizes pages that load slowly or display poorly on phones. Your landing page must be responsive, with tap-friendly buttons, readable text without zooming, and no intrusive interstitials blocking content.

Page speed benchmarks: Google recommends pages load in under 3 seconds on mobile. Every additional second of load time increases bounce rate substantially. Quick fixes that move the needle include compressing images, enabling browser caching, minimizing redirects, and using a content delivery network (CDN) for faster asset delivery.

Test your landing pages using Google’s PageSpeed Insights tool. It provides specific recommendations ranked by impact. Focus on the high-impact items first—these typically include image optimization and eliminating render-blocking resources. For a complete framework on building pages that convert, check out our guide on how to optimize landing pages for conversions.

One often-overlooked factor: transparency and trust signals. Google evaluates whether your page clearly identifies your business, provides contact information, and explains what happens after conversion. Include your business name, phone number, physical address (for local businesses), and clear calls-to-action that tell visitors exactly what to expect.

Step 5: Improve Expected Click-Through Rate with Compelling Extensions

Ad extensions don’t just add information—they directly influence Quality Score by increasing your ad’s visibility and click-through rate. More screen real estate means more clicks, which signals to Google that your ad is relevant and valuable.

Sitelinks are your most powerful extension. They add additional clickable links below your main ad, directing users to specific pages. For a local service business, effective sitelinks might include “Schedule Service,” “Emergency Repairs,” “Service Areas,” and “Customer Reviews.” Each sitelink should lead to a dedicated landing page, not your homepage.

Callout extensions highlight key selling points without taking up headline space. Use them for trust signals and differentiators: “Licensed & Insured,” “Same-Day Service,” “Free Estimates,” “A+ BBB Rating.” These short phrases reinforce why someone should choose you over competitors.

Structured snippets showcase specific aspects of your services or products. Categories include Service Catalog, Amenities, Brands, Courses, Degree Programs, and more. A home services company might use Service Catalog to list “Plumbing, HVAC, Electrical, Water Heaters.”

Call extensions are critical for local businesses driving phone leads. They add a clickable phone number to your ad, making it effortless for mobile users to call immediately. Google tracks these calls as conversions, and high call rates signal strong engagement—another positive Quality Score indicator.

Test extension combinations to maximize real estate. Google shows different extensions based on predicted performance, but you can influence this by providing multiple options. Load up your account with all relevant extensions, and Google’s algorithm will surface the combinations that drive the most clicks for each search. Mastering these techniques is essential when learning how to improve ads for better performance.

The compounding effect: extensions increase CTR, higher CTR improves Expected CTR rating, better Expected CTR boosts overall Quality Score, higher Quality Score lowers CPC. It’s a virtuous cycle that starts with giving Google more ways to showcase your ad.

Step 6: Refine Targeting to Attract High-Intent Clicks

Quality Score isn’t just about what you show—it’s about who sees it. Irrelevant impressions and low-intent clicks drag down your Expected CTR, even if your ads and landing pages are perfect.

Negative keywords are your first line of defense. They prevent your ads from showing for searches that will never convert. If you’re a premium service provider, add negatives like “cheap,” “free,” “DIY,” and “how to.” If you’re B2B, exclude “jobs,” “careers,” “salary,” and “resume.” Every irrelevant click you prevent is a CTR percentage point saved.

Build negative keyword lists at both campaign and account levels. Start with obvious exclusions, then mine your Search Terms report weekly. This report shows the actual queries triggering your ads. You’ll discover bizarre, irrelevant searches you never imagined—add them as negatives immediately. This is one of the most effective ways to solve the low quality leads problem that plagues many advertisers.

Geographic and demographic refinements matter for local businesses. If you only service a 30-mile radius, don’t let your ads show to searchers 100 miles away. Tighten your location targeting to areas you actually serve. Review demographic performance data and adjust bids for age ranges and household incomes that convert best.

Ad scheduling prevents wasted spend during low-conversion hours. If your business operates 9 AM to 6 PM Monday through Friday, why run ads at 2 AM Sunday? Analyze conversion data by day and hour, then create ad schedules that concentrate budget when your audience is most engaged and ready to convert.

Device bid adjustments optimize for platform performance. If mobile converts at half the rate of desktop, reduce mobile bids by 30-50%. If tablet traffic never converts, exclude it entirely. These adjustments ensure your ads appear most frequently to users on devices that actually drive results.

The targeting refinement process is ongoing. As you gather more conversion data, you’ll discover patterns about who converts and when. Double down on high-performers, eliminate low-performers, and watch your overall CTR climb as you attract increasingly qualified clicks. This systematic approach is key to learning how to generate qualified leads online.

Step 7: Monitor, Test, and Iterate for Continuous Improvement

Quality Score optimization isn’t a one-time project—it’s a continuous competitive advantage. The advertisers who win are those who systematically test, measure, and refine over time.

Set up Quality Score tracking dashboards in Google Ads. Create a custom report showing Quality Score trends over time for your priority keywords. Schedule this report to email weekly so you’re always aware of score movements. Set up automated rules to alert you when high-spend keywords drop below specific Quality Score thresholds.

Establish an A/B testing cadence. Test one variable at a time so you know what’s actually moving the needle. Week 1: test new ad copy variations. Week 2: test different landing page headlines. Week 3: test new ad extensions. Give each test sufficient time to gather statistically significant data—typically 2-4 weeks depending on traffic volume.

Recognize when scores plateau. If you’ve optimized everything and Quality Scores stabilize at 7-8, you’ve likely hit the ceiling for those keywords. That’s okay—not every keyword can achieve a perfect 10. Focus your energy on the remaining low-performers or new keyword opportunities.

Timeline expectations matter. Quality Score improvements don’t happen overnight. After making changes, expect 1-2 weeks before you see movement. Significant improvements typically take 3-4 weeks as Google gathers sufficient performance data to recalculate ratings with confidence.

Document what works. Keep a testing log noting changes made, dates implemented, and results observed. Over time, you’ll identify patterns specific to your business and industry. Maybe question-based headlines consistently outperform statement headlines. Maybe video landing pages convert better than text-heavy pages. These insights become your competitive playbook.

The businesses that dominate Google Ads aren’t necessarily spending more—they’re spending smarter. They’ve built systems for continuous optimization that compound over months and years, creating cost advantages that competitors can’t match without doing the same work. This disciplined approach is how you reduce customer acquisition cost over time.

Putting It All Together

Improving your Quality Score isn’t a one-time fix—it’s a competitive advantage that compounds over time. By auditing your current scores, tightening ad group structure, aligning copy with intent, optimizing landing pages, leveraging extensions, refining targeting, and committing to ongoing testing, you’ll systematically lower your costs while improving ad positions.

Here’s your action checklist:

✓ Audit and prioritize low-score keywords by spend and impact

✓ Restructure ad groups by tight theme for maximum relevance

✓ Match ad copy to search intent with keywords in headlines

✓ Optimize landing page relevance, speed, and mobile experience

✓ Add compelling ad extensions that increase CTR and engagement

✓ Refine targeting with negatives, scheduling, and bid adjustments

✓ Set up monitoring and testing systems for continuous improvement

The difference between a Quality Score of 5 and 8 can mean 30-50% lower costs per click. For a local business spending $5,000 monthly on Google Ads, that’s $1,500-2,500 back in your pocket—or reinvested into scaling campaigns that actually convert.

Most advertisers never do this work. They launch campaigns, let them run on autopilot, and wonder why their costs keep climbing while results stay flat. That’s your opportunity. While competitors waste budget on poorly optimized campaigns, you’re building a systematically optimized account that Google rewards with premium placement at discount prices. Combined with strategies to improve website conversion rate, you’ll maximize every dollar spent.

Ready to stop overpaying for clicks? Clicks Geek specializes in turning underperforming Google Ads campaigns into lead-generating machines for local businesses. As a Google Premier Partner Agency, we combine Quality Score optimization with proven CRO systems that don’t just lower your costs—they increase the quality of leads and drive real revenue growth.

Stop wasting your marketing budget on strategies that don’t deliver real revenue. Schedule your free strategy consultation today and discover how our proven lead generation systems can scale your local business faster while you pay less per click than ever before.