Google Ads advertising is an effective way to market your products online and bring visitors that are interested in your products to your website. Google Ads advertising is greatly influenced by the content that is on your website, as it creates a first impression that allows the visitor to either become more interested or leave your site. The content on your site also has a big impact on the effectiveness of your Google Ads advertising, which is a major factor in google ads advertising quality scores.

In this blog, we briefly review what Google Ads quality scores are and why they are crucial to your company’s Google Ads advertising performance.

What are Google Ads quality scores?

Google wants to show its customers ads that are as relevant as possible, as customers would probably rather click on a relevant ad that interests them than a non-attractive ad. For several years now, Google has considered another factor, along with the price offer, to determine the location of the ad in the bidding competition, which goes better under the name Ad Rank.

Another factor in the competition between advertisers for advertising spots in addition to the price offer is the quality score. Quality scores are a measure created by Google of how relevant a particular keyword – ad – landing page trio is. Relevancy in this policy means how well your keywords, ads, and landing pages match the product or service you provide.

For example, an online store selling dog food should choose “dog food” as its keyword. The ad, on the other hand, should tell you the benefits of buying dog food online. On the landing page you will find dog food options and information about the dog’s food that is important to the customer.

Keyword quality scores can range from 1 to 10 and are determined by three main factors and the history of your Ads account. I will now go through these top three factors in their simplicity, after which I will briefly delve into the world of content.

What factors define Google Ads quality scores?


Estimated click rate

As its name suggests, the predicted click rate indicates the probability that your ad will be clicked when the search term matches your keyword.

It should therefore be noted that not all keywords that trigger the topic are important to your business. Therefore, as we are creating a campaign, keyword choices will become the most important part of this whole at this point.

As a cautionary tale, the keyword “terraced house renovation” is not the best keyword if your company provides sewer stocking services. The key word is that the renovation of the terraced house is too extensive to reach just the right people interested in sewage diving.

The relevancy of the ad

The following factor measures the compatibility of the advertising copy compared to the keyword. In other words, this measures whether the promotional text you typed is associated with your keyword. The goal is to write as relevant of an advertising copy as possible, which tells you the value-added factors of your product or service in the ad itself.

Contents of the landing page

A third important factor affecting quality scores is the landing page, i.e. what happens after a potential customer clicks on an ad on your website. In general, links to a site that go beyond the front page work best, as these pages often have more information and content that serves your customer than the front page alone.

Google uses different metrics to calculate the quality of the landing page. The quality of the landing page is greatly influenced by the content found on the landing page, which is how to get the visitor to read and explore the site further after they arrive. Quality scores increase when the landing page contains content created for the right buyers that the customer enjoys.

Quality scores are better the more a customer explores other content on the site instead of leaving the site as soon as they arrive. As a result, the amount of high-quality, customer-friendly content on your website has a positive effect on your quality score. Of course, technical aspects of the site, such as site speed and image quality, also affect the quality scores of the landing page.

These three factors can be easily linked to a single keyword – ad – landing page queue, where all three factors need to be considered for Google Ads advertising. The most important thing is to look at the compatibility of the authors, keeping the quality scores clear in mind.

High-quality content on a website = better Google Ads quality scores

Investing in quality scores with competitive keywords is important and almost necessary. The better the quality score on your Google Ads account, the more often your ads appear at the top of Google’s search page, while you are paying less for the clicks. See the Wordstream graph below to see how much you can save when your Google Ads account has a high quality score.

The content of your website plays an important role in selling the service itself and as a source of information to the customer – depending on where your customer is in the purchase path.

When the content that speaks to the right buyer person on the website is in mind, we also get the opportunity to bear the fruits of Google Ads advertising.


There are four factors that affect the Google Ads quality score:

  1. Estimated click rate
  2. Ad relevance
  3. Landing page
  4. Past performance of your Google Ads account

Google Ads quality scores are best improved by focusing on the entire palette, i.e. how the keyword-ad landing page creators fit together.

High-quality content on websites serves as a comprehensive marketing boost. The better you have taken into account your customer’s wishes, desires, questions, and needs on your website, the less you will pay for clicks and the more often your ads appear at the top of Google’s search page. Your Google Ads account will also have higher quality scores than your competitor, which has left page content development to a lower level.

Contact us and together we can find out how to get the best possible quality scores for your Google Ads!