Why Quality Score Not Increasing In Google Ads? [Troubleshooting Tips]

Are you wondering why your Quality Score in Google Ads isn’t improving? The Quality Score plays a significant role in determining the success of your Pay-Per-Click (PPC) campaigns.

Our article provides a step-by-step guide with troubleshooting tips to enhance your ad performance and boost this crucial metric. So, let’s dive into simple strategies that can make a big difference.

Key Takeaways

  • The Quality Score in Google Ads is important for the success of your PPC campaigns. It determines the relevance and performance of your ads.
  • Factors that affect Quality Score include ad relevance, clickthrough rate, landing page experience, ad format and quality, historical account performance, keyword relevance, and geographic location targeting.
  • Troubleshooting tips to improve Quality Score include optimizing campaign structure, writing relevant ad copy, utilizing ad extensions effectively, implementing negative keywords and regularly reviewing campaigns, optimizing landing pages for relevant keywords and improved site speed.

Understanding Google’s Quality Score

The understanding of Google’s Quality Score is essential for optimizing ad performance in PPC advertising campaigns.

Importance of Quality Score

A high Quality Score is a big plus for Google Ads. It shows that your ad and website are good for people who see them. A good score means you pay less money to show your ad. Also, it helps your ad to be seen more often and in better spots on the page.

This can help you get more customers. Your score also tells if your keywords work well with your ads. So, a great Quality Score makes sure ads give value to users and reach more people at a lower cost.

Factors that affect Quality Score

Factors that can affect your Quality Score in Google Ads include:

  1. Ad relevance: How well your ads align with the keywords you’re targeting and the intent of the users searching for those keywords.
  2. Clickthrough rate (CTR): The percentage of users who click on your ads when they are displayed. A higher CTR indicates that your ads are relevant and compelling to users.
  3. Landing page experience: The quality and relevance of the web page that users are directed to after clicking on your ads. It should provide a seamless and valuable experience to users.
  4. Ad format and quality: The overall quality of your ad, including its text, images, and other elements. Well-designed and engaging ads tend to have higher Quality Scores.
  5. Historical account performance: Your track record in terms of ad performance, historical CTRs, campaign relevancy, and overall account health.
  6. Keyword relevance: How closely related your keywords are to the search terms used by potential customers.
  7. Geographic location targeting: Your ad’s relevance to specific geographic locations or regions.

Troubleshooting Tips for Improving Quality Score

Improve your Quality Score by focusing on campaign, ad group, and keyword structure, writing relevant and compelling ad copy, utilizing ad extensions, implementing negative keywords and regular campaign review, optimizing landing pages, and improving site speed.

Campaign, ad group, and keyword structure

Your campaign, ad group, and keyword structure play a crucial role in improving your Quality Score. Here are some tips:

  • Organize your campaigns, ad groups, and keywords in a logical and structured manner.
  • Create tightly themed ad groups with relevant keywords that align with your campaign goals.
  • Use keyword match types effectively to ensure your ads only show for relevant searches.
  • Regularly review and optimize your keyword list by adding negative keywords to exclude irrelevant search terms.

Writing relevant and compelling ad copy

To improve your Quality Score in Google Ads, it’s important to write relevant and compelling ad copy. This means creating ads that are tailored to the keywords you’re targeting and are highly engaging for your target audience.

Make sure to include the main keyword in your headline and incorporate it naturally throughout the ad. Use persuasive language, highlight unique selling points, and include a strong call-to-action to encourage clicks.

By writing ad copy that is relevant and compelling, you can increase your clickthrough rates (CTR) and improve your Quality Score.

Utilizing ad extensions

Ad extensions are a great way to enhance your ads and improve their performance. By utilizing ad extensions, you can provide additional information and make your ads more engaging for potential customers.

These extensions can include things like phone numbers, site links, callouts, and structured snippets. By adding relevant ad extensions, you can increase the visibility of your ads and drive more clicks.

This will ultimately help improve your Quality Score as well as the overall effectiveness of your Google Ads campaign.

When using ad extensions, it is important to choose ones that are relevant to your business and align with your advertising goals. For example, if you want to drive phone calls to your business, adding a call extension would be beneficial.

Similarly, if you want users to visit specific pages on your website, adding site link or structured snippet extensions would be useful.

Implementing negative keywords and regular campaign review

To improve your Quality Score in Google Ads, it is important to implement negative keywords and regularly review your campaign. Here are some tips:

  1. Add negative keywords: Identify keywords that are not relevant to your campaign and add them as negative keywords. This helps prevent your ads from showing for irrelevant searches, which can lower your clickthrough rate (CTR) and hurt your Quality Score.
  2. Review and refine your campaigns: Regularly review your campaigns to identify any underperforming keywords or ads. Make changes to optimize their performance and improve relevance.
  3. Monitor search terms report: Keep an eye on the search terms report to see which queries trigger your ads. If you notice any irrelevant terms, add them as negative keywords.
  4. Improve ad group organization: Structure your ad groups based on themes or categories. This allows for better targeting and ensures that ads are highly relevant to the keywords within each group.
  5. Test different ad variations: Experiment with different ad copies to find the ones that generate higher CTRs. Create compelling ads that align with the intent of the search query.

Optimizing landing pages

To improve your Quality Score in Google Ads, optimizing your landing pages is crucial. Here are some important steps to follow:

  1. Use relevant keywords: Ensure that the keywords used in your ads are also present on your landing pages. This helps improve the relevance and quality of your landing pages.
  2. Improve load times: Slow-loading landing pages can negatively impact user experience and your Quality Score. Make sure your landing pages load quickly by optimizing images and reducing unnecessary scripts or code.
  3. Enhance mobile responsiveness: With a significant number of users accessing the internet through mobile devices, it’s essential to have responsive landing pages that provide a seamless experience across all devices.
  4. Create clear and concise headlines: Make sure your landing page headlines clearly convey the message of your ad. This helps users understand what they can expect when they click on your ad, improving their overall experience.
  5. Deliver valuable content: Provide useful information on your landing pages that aligns with the expectations set by your ads. This helps improve user engagement and increases the likelihood of conversions.

Improving site speed

To improve your Quality Score in Google Ads, it’s essential to focus on improving site speed. A slow-loading website can negatively impact user experience and increase bounce rates.

This affects the overall performance of your ads and can result in a lower Quality Score. To increase site speed, consider optimizing images and compressing files to reduce load time.

Additionally, make sure that your website is hosted on a reliable server with sufficient bandwidth to handle traffic. By improving site speed, you can enhance user experience, keep visitors engaged, and ultimately improve your ad performance.

Tools and Resources for Improving Quality Score

Improving your Quality Score in Google Ads can be made easier with the help of tools and resources. Here are some options to consider:

  1. Google Ads Keyword Planner: Use this tool to find relevant keywords for your campaigns and ad groups. It provides valuable insights into search volume, competition, and suggested bids.
  2. Google Analytics: Track and analyze user behavior on your website, including bounce rate, time on page, and conversion rates. This data can help you identify areas for improvement in your landing pages.
  3. Google Search Console: Monitor the performance of your website in Google search results. It provides information about clicks, impressions, and average position for your targeted keywords.
  4. Ad Extensions: Take advantage of various ad extensions offered by Google Ads, such as call extensions, sitelink extensions, and structured snippet extensions. These extensions can enhance the visibility and relevance of your ads.
  5. Conversion Tracking: Set up conversion tracking in Google Ads to measure the success of your campaigns. It allows you to track specific actions taken by users on your website after clicking on an ad.

Frequently Asked Questions about Quality Score in Google Ads

A lot of questions often arise about Google Ads’ Quality Score. Here’s a quick rundown of some of the most frequently asked questions to clear up some common misconceptions and provide a better insight.

Question Answer
What is Quality Score in Google Ads? Quality Score is a measure of the quality, relevance, and performance of the ads in a pay-per-click (PPC) advertising campaign.
What factors affect Quality Score? Several factors including relevance of the keyword and ad to the search query, landing page quality and relevance, and your ad’s clickthrough rate (CTR).
Why is my Quality Score not increasing? It could be due to various factors such as low relevance of keywords, poor ad copy, lack of negative keywords, or low-performing landing pages.
How can I improve my Quality Score? You can improve your Quality Score by bidding on relevant keywords, optimizing ad groups, using negative keywords, writing compelling ad copy, and improving your landing page performance.
Why is my Quality Score not displayed? Sometimes, the AdWords Quality Score may not be displayed due to low activity or other technical issues on Google’s end.

Remember, optimizing towards Quality Score is not recommended as a lone strategy. It is more important to focus on relevance and performance, which ultimately contribute to a higher Quality Score.


In conclusion, improving your Quality Score in Google Ads requires a strategic approach. By optimizing ad groups, using relevant keywords, and writing compelling ad copy, you can enhance the performance of your ads.

Additionally, monitoring landing page experience and implementing negative keywords can also contribute to increasing conversions. Remember that relevance and performance are key factors in achieving a higher Quality Score.

So keep experimenting with different tactics and analyzing the results to continually improve your ad account’s success on Google Ads.


1. Why is my Google Ads quality score not increasing?

Your Google Ads quality score may not be increasing due to factors such as poor ad relevance, low click-through rate, and landing page issues.

2. How can I improve my Google Ads quality score?

To improve your Google Ads quality score, focus on creating relevant and engaging ads, optimizing keywords and bids, improving landing page experience, and monitoring campaign performance regularly.

3. Does the content of my website affect my Google Ads quality score?

Yes, the content of your website plays a role in determining your Google Ads quality score. Having a well-structured and user-friendly website with relevant content can positively impact your score.

4. Can competitor ads affect my Google Ads quality score?

No, competitor ads do not directly affect your Google Ads quality score. However, if competitors have higher-quality ads that result in better performance metrics like click-through rates or conversion rates, it could indirectly impact the competitiveness of your own ads within the auction system.

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