A Marketer’s First Encounter with Quality Score

Let me take you back to 2018. A young digital marketing executive was grappling with a ballooning CPC (Cost Per Click) for a local florist’s PPC campaign. Despite high bids and beautifully written copy, the clicks weren’t converting. Then, a senior strategist introduced the concept of Google Ads Quality Score—a simple number from 1 to 10 that Google uses to rate the quality and relevance of your ads, keywords, and landing pages.

It was like discovering the missing piece of the puzzle. Once we focused on improving the Quality Score, not only did costs drop, but conversions soared. That was my first taste of how powerful this metric could be.

What Is Quality Score in Google Ads?

Quality Score is a diagnostic tool used by Google to estimate the quality of your ads. It’s based on three main factors:

• Expected Click-Through Rate (CTR)

• Ad Relevance

• Landing Page Experience

Each of these factors plays a unique role in helping Google determine if your ad should be shown and at what cost. The higher your Quality Score, the lower your cost per click—and the better your ad position.

Why Does Quality Score Matter for PPC?

Here’s the game-changer: A better Quality Score = Lower PPC costs.

Let’s say two advertisers bid the same amount, but one has a Quality Score of 8 and the other 5. Google will prefer the one with a higher score, offering them better placement for less money. That’s how you reduce CPC with Quality Score—by playing smarter, not spending harder.

How to Improve Quality Score in Google Ads

So, how do you improve your Quality Score? Let’s explore a few actionable steps.

1. Optimise Your Ad Relevance

Align your ad copy with your target keywords. For example, if you’re promoting a digital marketing agency, don’t just say “We do marketing.” Be specific: “Expert Digital Marketing Services for UK Businesses.”

2. Increase Expected CTR with Compelling Headlines

Use persuasive language that resonates. Add urgency (“Limited Offer”) or clarity (“Free Consultation”) to improve your Click-Through Rate.

3. Enhance Landing Page Experience

Make sure your landing page loads fast, is mobile-friendly, and aligns with your ad copy. If you advertise paid search quality metrics, ensure those exact topics are discussed on your landing page.

Low-Competition and Niche Keyword Strategies

Many new advertisers make the mistake of targeting high-volume, competitive keywords. Instead, go for low-competition keywords like:

• “boost Quality Score with ad copy changes”

• “beginner’s guide to Quality Score”

Also, dive into niche keywords tailored to your business type, such as:

• “real estate PPC Quality Score strategies”

• “eCommerce Quality Score tactics”

These are easier to rank for and improve relevance—boosting your Quality Score while keeping costs low.

Long-Tail Keywords for Smarter Targeting

Using long-tail keywords like “how to improve Quality Score in Google Ads” or “best ways to lower PPC costs using Quality Score” allows you to capture users with clear intent. They’re less competitive, more targeted, and increase your chances of conversion.

Avoid Negative Keywords for Better Ad Spend

To optimise campaigns, filter out irrelevant traffic using negative keywords. Exclude terms like:

• “free Google Ads course”

• “Quality Score in school”

This ensures your ad budget is spent only on qualified leads.

The Role of Digital Marketing Services in Quality Score Improvement

Navigating Quality Score can be tricky. That’s where digital marketing services come in. Agencies have the tools and expertise to optimise ad copy, test landing pages, and select winning keyword combinations, ensuring your PPC campaigns hit the mark.

FAQs About Quality Score

What is a good Quality Score in Google Ads?

A score of 7 or higher is considered good. The higher the score, the better your ad rank and the lower your CPC.

How often does Google update Quality Score?

Quality Score is updated regularly based on your campaign performance and user behaviour metrics.

Can Quality Score impact ad visibility?

Yes, a higher score can lead to better ad placement and higher impression shares, even at lower bids.

Do landing pages really affect Quality Score?

Absolutely. A well-optimised landing page that matches ad content will significantly improve your score.

Are long-tail keywords good for improving Quality Score?

Yes. They improve ad relevance and CTR, which are core factors in the scoring system.

Can a digital marketing agency help with Quality Score?

Yes. Agencies like B&E 50 offer data-driven strategies to improve your scores and reduce costs effectively.

How B&E 50 Can Help You Optimise Quality Score

At B&E 50, we understand the mechanics behind a successful Google Ads campaign. Our team uses industry-best tools and insights to help businesses:

• Choose the right seed keywords

• Craft engaging, relevant ad copy

• Build landing pages that convert

• Exclude wasteful traffic using negative keywords

• Monitor and adjust PPC Quality Score in real time

Whether you’re running an eCommerce shop or a local service, we tailor strategies that align with your goals—ensuring you spend smarter, rank higher, and convert faster.