Bright Moon Digital LLC – Pioneering Innovation in Web, Design & Digital Strategy

How to Improve Your Google Ads Quality Score

Running ads isn’t enough anymore. If you’re pouring money into Google Ads and not seeing returns, you’re likely facing an issue most advertisers overlook: a low Google Ads Quality Score. It’s not just a number — it’s Google’s way of rating your relevance, trust, and ad experience. And when it drops, everything gets more expensive.

At Bright Moon Digital, we help high-growth brands turn underperforming ad accounts into lean, efficient revenue drivers. Our cross-border team thrives on structure, strategy and systems — the kind that simplify chaos and deliver long-term growth.

In this guide, we’ll break down exactly what Google Ads Quality Score is, why it matters, and how to improve it across your entire funnel — from keywords to landing pages.

 

What Is Google Ads Quality Score?

Your Quality Score is a 1–10 rating Google assigns to each keyword in your ad account. It’s based on:

• Expected Clickthrough Rate (CTR)
  
• Ad Relevance
  
• Landing Page Experience

Google uses this score to determine how your ads rank and how much you pay. Even if your competitor bids higher, you can outrank them with a better score — and pay less doing it.

High Quality Score = lower cost-per-click (CPC) + better ad placements.

 

The Cost of a Low Quality Score

Let’s be clear: Google rewards efficiency. If your Quality Score is low, you’re bleeding money — period.

• CPCs go up (sometimes 2x or 3x more)
  
• Ad Rank drops, even if you bid aggressively
  
• Your impressions shrink, conversions drop, and ROI tanks

If your marketing team is constantly trying to “fix” the same campaign and throwing budget at the problem — you’re reacting, not optimizing. And that’s exactly what Google penalizes.

 

How to Improve Your Google Ads Quality Score

Let’s break this into three core pillars: CTR, Ad Relevance, and Landing Page Experience. Your job is to optimize all three, not just one.

 

1.  Improve Expected Clickthrough Rate (CTR)

CTR is a proxy for how well your ad connects with search intent. Google uses historical data to predict how likely users are to click on your ad. Here’s how to improve it:

✅ Use keyword-rich headlines

Match your headline to the exact search query. If someone types “affordable digital marketing agency NYC,” don’t show them an ad that says “Creative Solutions for Growth.” That’s vague. Be specific.

✅ Add dynamic keyword insertion (DKI) — strategically

When used well, DKI can boost CTR by 10–15%. But overuse it and your ads start sounding robotic. Blend dynamic keywords with natural copy.

✅ Leverage emotional triggers

Use urgency (“Book now”), authority (“Trusted by 250+ brands”), or exclusivity (“Limited spots”) to nudge engagement.

✅ A/B test aggressively

Test at least 3 ads per ad group. Rotate regularly. Pause losers. Promote winners. The market tells you what works.

 

2.  Increase Ad Relevance

Google measures how closely your ad matches the keyword and intent behind the search. You can’t just stuff keywords and call it a day — relevance is about alignment.

✅ Tighten ad groups

One keyword per ad group = precision. It’s called SKAG (Single Keyword Ad Group) and it works — especially for high-value search terms.

✅ Match headline, description and display URL

If your keyword is “SEO audit tool,” make sure all three parts of your ad reflect that — clearly and directly.

✅ Align ad copy with funnel stage

Don’t offer discounts to someone searching “what is content strategy.” Instead, educate. On the flip side, if they search “buy WooCommerce SEO plugin,” go straight to CTA.

 

3. Optimize Landing Page Experience

Google crawls your landing page and evaluates it for relevance, transparency, usability and speed.

✅ Align landing page content to ad copy

If your ad promises a “Free 15-Minute SEO Consultation,” the page must deliver it — above the fold. Don’t bait-and-switch.

✅ Improve loading speed

Use tools like Google PageSpeed Insights and GTmetrix. Aim for under 2 seconds. Anything over 3 seconds is killing your conversions and your Quality Score.

✅ Design for clarity and trust

Use clean design, clear CTAs, and visible contact info. Trust signals like SSL, testimonials and real team photos help.

✅ Avoid excessive popups or redirects

Google sees this as a poor user experience. Keep it simple, fast, and focused.

 

Bonus: Technical and Strategic Fixes

🔍 Use Exact Match + Phrase Match

Broad match can tank your relevance. Stick to exact match or phrase match unless you’re running a top-of-funnel awareness campaign.

📈 Use Google’s Keyword Diagnosis Tool

It shows if Quality Score issues are due to relevance, CTR or landing page problems — so you can fix the right thing.

🧰 Build custom audiences with high intent

Use retargeting + lookalikes. Don’t waste CPC on cold, irrelevant clicks.

🤖 Implement conversion tracking + value

Track real ROI, not just clicks. Add value-based tracking for high-ticket services or purchases.

Our Process: Strategy Meets Structure

At Bright Moon Digital, we don’t just tweak ads — we re-architect campaigns. Our global team spans time zones but operates as one unit, rooted in Eastern Europe’s discipline and the transparency U.S. companies demand.

From custom WordPress builds to advanced automations, we create full ecosystems that support profitable advertising — not just isolated campaigns. Our services include:

• Google Ads strategy & management
  
• SEO and content ecosystems
  
• UX/UI design that converts
  
• Hosting, security & performance optimization
  
• Internal team setups
  
• Blog systems & newsletter funnels
  
• Cross-channel analytics

We’re not interested in fluff or fast wins. We build digital machines that scale with you.

Who This Is For

If you’re a founder, marketing director or CMO asking:

• “Why are we spending more and getting less?”
• “How do we actually make our paid media sustainable?”
• “What’s missing between our traffic and actual sales?”

Then it’s time to audit, align and rebuild — with a team that brings structure, not noise.

 

Next Steps

Improving your Google Ads Quality Score is one of the most powerful ways to cut costs, boost ROI, and build a resilient growth engine.

👉 Contact us and let’s explore how we can bring clarity, structure, and long-term growth to your digital strategy — no shortcuts, just smart execution.