How to Improve Google Ads Quality Score for Better ROAS

I bet you've stared at your Google Ads dashboard wondering why your costs keep climbing. Or maybe you're just starting out and want to get things right from the beginning. Well, a big part of that puzzle is something called Quality Score, and figuring out how to improve Google Ads quality score can feel like a tough job. It's that little number, from 1 to 10, that Google gives your keywords, and it seriously impacts how much you pay per click and where your ads show up.

You'll learn exactly what influences this score and the steps you can take today to improve Google Ads quality score, making your campaigns more effective and affordable, especially if you're an SAP customer looking to drive financial results.  

Want to get actionable advice for your particular Google Ads?  Answer a few questions and we'll provide you with a downloadable customized improvement plan.

What Exactly IS Google Ads Quality Score Anyway?

So, what's this Quality Score all about in your Google Ads account? Think of it as Google's report card for your advertising campaigns. It's a rating from 1 to 10 assigned to each of your keywords, a critical factor in ppc advertising. A higher quality score is like getting an A+, and Google rewards you for it, impacting your ad rank. This reward often comes as lower costs for each click and better ad placement.

Why does Google even care about your ads quality? Google aims for people using its search engine to have a good experience. If potential customers search for "SAP S/4HANA implementation partners" and see a targeted ad that perfectly matches their query, they are satisfied. If they click that google ad and land on a helpful page, their satisfaction increases, which benefits your overall ads quality score. This Google Ads quality score is the system's way to encourage advertisers to create high-quality Google Ads.

Achieving a high quality score is not just about pleasing Google; it's about optimizing your ad spend. A low score Google Ads often means you are paying more than necessary for each click. A higher quality score can significantly reduce your costs and improve ad performance, helping your ads appear more often. This is fundamental for successful Google Ads campaign management.

The Three Main Parts of Your Quality Score

The Google quality score depends on three primary components. Understanding these helps identify areas for improvement to your ads quality scores. Let's examine these parts to refine your focus and improve quality.

Expected Click-Through Rate (CTR)

Expected Click-Through Rate (CTR), often abbreviated as expected CTR, is Google's prediction of how likely people are to click your google ad when shown for an ad keyword. This prediction for the expected click-through is not solely based on your ad's past performance. Google analyzes how well that keyword has performed historically across all advertisers, making it a crucial element of the quality score Google Ads. Many consider it the most significant piece affecting your ads quality.

A high expected click-through rate signals to Google that your ad text is highly relevant and appealing. To boost this, your ad copy must be compelling and persuasive. Consider using strong calls to action, showcasing unique selling propositions of your SAP financial services, or posing an engaging question to spark interest. Trying an unconventional question in your ad, if appropriate for your audience, can sometimes grab attention and improve CTR.

Ad extensions are valuable tools for improving your expected CTR. Sitelinks, callout extensions, and structured snippets expand your ad's visibility and provide more information, encouraging clicks. Regularly a/b testing different versions of your ads is a smart strategy to discover what resonates best and helps improve your score Google ads. For instance, Google's own help documents offer guidance on how to effectively conduct an a/b test for your ad creatives.

Further enhancing your expected click-through rate involves understanding user psychology. Ads that evoke curiosity, urgency, or offer clear benefits tend to perform better. Analyze competitor ads for high-performing keywords to identify patterns, but always strive for a unique value proposition in your ad text. The goal is to make your google ad the most compelling option on the search results page.

Ad Relevance

Ad relevance gauges how well your ad's message aligns with the keywords you're targeting; it's a key part of your quality score key. When potential customers search for "SAP controlling module support," they expect to see ads directly addressing that need. A generic google ad, such as one simply stating "IT Services," will lack relevance, and Google's algorithms will detect this mismatch, affecting your quality score ad.

The crucial factor for high ad quality is a strong connection between your keywords and your ad copy. This often requires granular keyword grouping within your ad groups. Avoid large ad groups with many disparate keywords; instead, create smaller, tightly themed ad groups. In these focused groups, every ad keyword directly relates to the specific ad text, making high ad relevance more attainable for your google ads campaign.

Consider using Single Keyword Ad Groups (SKAGs) or very small, thematically focused keyword grouping. If your ad keyword is "SAP FICO consultant," your ad text should prominently feature "SAP FICO Consultant." This direct match offers clarity to users, reassuring them they've found relevant information, which Google rewards by improving quality scores. This strategy can lead to a higher quality score for that specific keyword.

Another technique to enhance ad relevance is the use of ad customizers. These allow you to dynamically change parts of your ad text based on the user's search query, location, or other factors. For example, you could insert the specific city a user is searching from into your ad headline. Dynamic Keyword Insertion (DKI) is another feature, but it must be used cautiously; if not implemented correctly, it can lead to awkward or irrelevant ad text, harming your ads quality.

Landing Page Experience

Landing page experience evaluates what happens post-click. Does your landing page fulfill the ad's promise? Is it user-friendly, trustworthy, and directly relevant to the ad keyword that triggered the google ad? While sometimes considered less impactful on the direct Quality Score than expected CTR or ad relevance, it still significantly matters for converting potential customers and can indirectly affect your score through user behavior signals.

Your landing page must mirror the keywords and message of your google ad. If your ad offers a "Download Our SAP Financial Planning Guide," the landing page should prominently feature this guide. Incorporate the primary ad keyword naturally into your landing page headlines and content. This consistency helps Google recognize the connection and reassures visitors, which can reduce bounce rates and improve your ads quality score.

Confirm your page loads quickly, is fully mobile-responsive, and provides clear calls to action. Offering multiple conversion paths, like a click-to-call button alongside a form, caters to different user preferences. Use tools like Google's PageSpeed Insights to check and improve your page speed. A positive landing page experience directly contributes to a higher quality score and better conversion rates, crucial for your advertising campaigns.

Beyond speed and mobile-friendliness, a high-quality landing page for your google ads should offer original, valuable content. It should be easy to navigate, with a clear information hierarchy. Trust signals are also vital; these include customer testimonials, privacy policies, security badges (if applicable), and easily accessible contact information. These elements contribute to a lower bounce rate and longer time on page, which are positive signals for Google, potentially leading to a score improve for your keywords.

Furthermore, the "scent" from the keyword to the ad text to the landing page content must be consistent. This means the language, offers, and keywords should align seamlessly across all three touchpoints. Discrepancies can confuse users and lead to a poor experience, negatively impacting your quality score google.

How to Effectively Improve Google Ads Quality Score: Actionable Strategies

Understanding the components is the first step; actively working to improve Google Ads quality score is the next. This requires consistent effort in your campaign management, but the rewards—lower ad spend and improved ad placement—are significant. Here are actionable strategies to improve Google Ads quality, especially useful for specialized sectors like SAP services, that can lead to a higher quality score.

Keyword Research and Smart Organization

Effective advertising campaigns begin with meticulous keyword research. Choose keywords that are frequently searched and demonstrate the correct user intent for your google ad. For example, a search for "what is SAP" shows informational intent, different from "hire SAP finance consultant," which indicates commercial intent. Focus on targeting terms with commercial intent if your goal is lead generation or sales to improve quality.

After identifying your keywords, proper keyword grouping is crucial for your ads quality. A common mistake is including too many disparate keywords in a single ad group. Instead, create tightly-themed ad groups, a core principle of good grouping keywords strategy. This structure allows for highly specific ad text for each small keyword cluster, dramatically boosting ad relevance for each ad keyword. For example, keywords for "SAP Business Warehouse reporting" require a separate ad group and ad copy from those for "SAP BW on HANA migration," a critical factor for success.

Utilize tools like Google Keyword Planner, SEMrush, or Ahrefs for comprehensive keyword discovery and to analyze competitor strategies. Consider a mix of short-tail (broad) and long-tail (more specific) keywords. While long-tail keywords often have lower search volume, they can have higher conversion rates and contribute to a better quality score google ads due to their specificity. Also, pay close attention to keyword match types (broad, phrase, exact); using more precise match types can improve keyword relevance and prevent your google ad from showing for irrelevant searches, which helps your quality scores.

Crafting Ads That Get Clicked

Your ad text is pivotal; it must capture attention and persuade users to click your google ad. Always aim to include your primary ad keyword from the ad group in your ad's headline or description. This inclusion immediately signals relevance to the searcher and can improve your score ad. Emphasize the benefits of your service or product, rather than just listing features, to make your google ads more appealing.

Employ strong calls to action (CTAs) in your ad text. Clearly instruct people on the desired next step, such as "Get Your Free SAP Audit," "Explore Our SAP Solutions," or "Request a Demo." Continuously a/b test different ad versions for your google ads campaign. Create varied ads—some direct, others perhaps more provocative or highlighting a unique selling point—to determine what truly drives clicks and improves ad performance.

Remember the power of ad extensions to improve your score Google. Sitelink, callout, structured snippet, and price extensions make your google ad more prominent and informative. Utilize all relevant extensions; they offer additional details and increase your ad's footprint on the search results page. This enhances visibility and the likelihood of clicks, contributing to a higher expected click-through rate.

When A/B testing, focus on one element at a time, such as the headline, description line 1, or the call to action. This allows you to accurately measure the impact of each change on your expected CTR. Consider using Dynamic Keyword Insertion (DKI) to automatically insert the user's search query into your ad text, which can boost relevance. However, use DKI with caution and confirm your ad groups are tightly themed to avoid awkward phrasing that could negatively affect your ads quality.

Writing benefit-driven copy involves understanding your potential customers' pain points and aspirations. How does your SAP solution solve their problems or help them achieve their goals? Articulating this clearly in your limited ad space is vital for a high-quality google ad.

Optimizing Your Landing Pages for Conversions and Google

After an ad click, the user's journey continues on your landing page, which must convert them. The primary rule is continuity: the landing page must directly correspond to the google ad clicked. If your ad promises "Expert SAP Financial Consolidation Help," the landing page headline should echo this. This consistency reassures both visitors and Google, confirming relevance and contributing to a positive experience, which is good for your ads quality score.

Present clear, concise content focused on user needs. Facilitate easy navigation so users can find information and the next step effortlessly. Mobile optimization is essential; your page must be perfectly functional and visually appealing on smartphones. Page load speed is another critical factor impacting user experience and SEO, indirectly benefiting your quality scores. Use tools from Google, such as PageSpeed Insights, to test and enhance speed for a better score key.

Offering multiple conversion paths caters to diverse user preferences. Not all potential customers want to complete lengthy forms. Provide options such as a click-to-call button, a simple email signup, or a link to download a valuable resource. Making it easy for prospects to connect reduces bounce rates and signals a positive user experience to Google, which can improve the quality score of your google ads.

Include clear trust signals on your landing page. These can be customer testimonials, case studies, partner logos, security badges (especially for e-commerce or lead gen forms), and a visible privacy policy. Confirm your primary call-to-action is prominent and compelling. The overall design should be professional and align with your brand, creating a trustworthy environment for potential customers and supporting a higher quality score.

Content originality is also important. Duplicate content or pages with very thin content can be flagged by Google and negatively impact your landing page experience score. Always aim to provide unique, valuable information that directly addresses the user's query that led them from your google ad.

The Power of Negative Keywords

Negative keywords are frequently underutilized but are vital for maintaining campaign efficiency and a healthy Google Ads quality score. These are terms you instruct Google not to display your google ad for. For example, an SAP consultant focusing on large enterprises might add "jobs," "training," or "free" as negative keywords. This prevents wasted ad spend on clicks from job seekers or those looking for free courses, ultimately helping to improve Google Ads.

Using negative keywords filters out irrelevant searches, ensuring your targeted ad is shown to a more qualified audience. This naturally enhances your click-through rate. An improved CTR positively influences your expected click-through rate, a key component of your ads quality score. Regularly review the Search Terms Report in your Google Ads account to discover new negative keyword opportunities and improve ad performance.

Implement negative keywords at different levels: campaign, ad group, or via negative keyword lists shared across multiple campaigns. For instance, broad negative keywords like "free" might apply campaign-wide, while more specific negatives could be applied at the ad group level to refine targeting for that particular keyword grouping. Consistently refining your negative keyword lists is a key part of ongoing campaign management and is crucial for maintaining a high quality score google.

There are different match types for negative keywords too: broad, phrase, and exact. Understanding how these work will allow you to be more precise in preventing your google ads from showing on undesirable searches, thereby protecting your ad spend and quality score depends on this diligence.

Troubleshooting Common Quality Score Headaches

Occasionally, despite your best efforts, your Google Ads quality score might not reach desired levels. This can be frustrating when trying to improve your Google Ads quality score. Let's examine some common issues and potential solutions for improving quality score.

When Your Score Is Stubbornly Stuck

You've refined your ad groups, crafted excellent ad text, and your landing pages are strong. Yet, your ads quality score remains stuck, perhaps around a 6 or 7. This scenario can occur, particularly in highly competitive industries where achieving a high Google Ads quality score can be challenging. Sometimes external factors, like high competition for an ad keyword, influence this.

A frequent issue is repeatedly searching for your own ads live on Google. Each time your google ad appears but isn't clicked (because it's you), your CTR history can be negatively affected. The solution is straightforward: always use the Ad Preview and Diagnosis tool within your Google Ads account, a helpful diagnostic tool. Find it under "Tools & Settings," then "Planning." This tool shows if your ads are appearing for specific keywords without generating impressions that could harm your expected click-through performance. Google provides resources on using this Ad Preview and Diagnosis tool effectively.

Dealing with "Historical Performance" Baggage

If a Google Ads account or domain has a history of low quality scores over several months, recovery can take time. Google considers historical performance when calculating the current score Google Ads. This doesn't imply a permanent penalty, but it means that efforts to improve quality score may take longer to reflect in your scores.

If significant improvements to your ads quality yield no change after a considerable period, an extreme measure could be testing a new landing page on a different subdomain. In rare, persistent cases, even a new Google Ads account might be considered, but this is a last resort. Such steps usually indicate deep-seated, long-term issues with the existing ads account. Thoroughly exhaust all optimization options before considering such a move to score improve.

Ad Group Level vs. Keyword Level Scores

It is crucial to remember that Google Ads Quality Score is primarily assigned at the ad keyword level. You can view the score for each individual keyword in your ads campaign. While Google Ads might display an average Quality Score for an ad group or entire google ads campaign, your focus should be on individual keywords with low quality scores that negatively impact the average.

Analyze your ad groups to identify keywords with low quality scores (e.g., below 5). Then, examine their specific components: Is it a low expected click-through rate, poor keyword relevance, or an unsatisfactory landing page experience? Addressing the weakest component for that particular ad keyword is the most direct method to improve its score and the overall health of your Google quality score for the ad group.

Industry benchmarks can also play a role. In some highly competitive niches, achieving a 10/10 quality score from google for every keyword might be unrealistic. Focus on outperforming your direct competitors and continually improving. If you've recently made substantial changes to your google ads account structure or ad copy, allow a few weeks for Google's system to gather enough data to reflect these changes in your ads quality scores.

When historical performance is a concern, conduct a thorough audit of past campaign management practices. Were negative keywords consistently used? Was keyword grouping logical? Were landing pages regularly optimized? Understanding past shortcomings can prevent repeating them and help your current efforts to improve quality score take hold faster.

Monitoring, Measuring, and Making Changes

Improving your Google Ads Quality Score is not a single task but an ongoing process of refinement for your advertising campaigns. Monitor your quality scores and make necessary adjustments within your Google Ads account. You can customize your keyword views by adding columns for Quality Score, Expected CTR, Ad Relevance, and Landing Page Experience to better rate ad performance.

Avoid obsessively checking these numbers daily; instead, analyze trends over weeks or months. After implementing changes, such as rewriting ad text or optimizing a landing page, allow Google time to gather new data before assessing the impact on your Google Ads quality score. Consistent, incremental improvements will lead to a better overall quality score from google and enhanced campaign performance. Since markets and competitors shift, your advertising approach must adapt to maintain high google ads quality.

Set up regular reporting or dashboards to track your key Quality Score metrics over time. Segment your data by device, network, or other relevant factors to identify specific areas needing attention. For instance, you might find your landing page experience scores are lower on mobile devices, indicating a need for mobile optimization. Using Google Ads scripts or third-party tools can also help automate some aspects of monitoring and provide deeper insights for your campaign management.

When making changes, document what you changed and when. This helps you correlate your actions with shifts in your ads quality scores. This systematic approach to A/B testing and optimization is fundamental to achieving and maintaining a high quality score for your google ads.

Seeing Quality Score in Action with SAP Examples

Let's illustrate how quality score ad principles apply specifically to SAP customers. Imagine an SAP partner selling financial planning software with an ad group targeting keywords such as "SAP BPC software" and "SAP financial planning tools." If their google ad vaguely mentions "enterprise solutions" and directs to a generic homepage, both Ad Relevance and Landing Page Experience will likely be poor for that ad keyword. This directly impacts their chance to improve their Google Ads Quality Score.

This scenario typically results in a low Google Ads quality score. Consequently, your ads might have poor ad placement or incur higher costs per click. However, if the ad text explicitly states "Advanced SAP BPC Financial Planning Software" and links to a dedicated product page highlighting benefits for finance departments, relevance increases dramatically. Users find precisely what they need, satisfying Google and potential customers, and reducing your ad spend. Such practical changes can significantly improve Google Ads quality score and help you achieve high Google performance.

Consider another SAP example: a company offering "SAP S/4HANA migration services." If their ad keyword is "S/4HANA upgrade cost" but their ad copy only talks about "seamless migration" and the landing page is a general services page, the ad relevance and landing page experience will suffer. A better approach would be an ad that mentions "Transparent S/4HANA Upgrade Pricing" and links to a page detailing their pricing models or offering a consultation for a custom quote. This targeted ad approach directly addresses the user's query, leading to a higher quality score and better engagement from potential customers looking for specific SAP solutions.

Conclusion

That Google Ads Quality Score is far from a random number; it's a vital indicator of your Google Ads campaign's health and efficiency. By concentrating on providing users exactly what they seek—through precise keyword relevance, compelling ad text, and excellent landing pages—you can make a substantial difference to your ads quality. The effort to improve Google Ads quality score requires consistent attention, but the rewards are considerable: reduced ad spend, superior ad placement, and ultimately, more business from your Google Ads investment. Continue a/b testing, keep refining your approach to achieve a high quality score, and watch your quality scores improve.

Want to get actionable advice for your particular Google Ads?  Answer a few questions and we'll provide you with a downloadable customized improvement plan.