What Affects Your Google Ads Quality Score (and How to Improve It in 2025)

Introduction

Quality Score remains one of the most critical levers in Google Ads. It determines ad rank, eligibility, and actual CPC. In 2025, with AI-powered tools reshaping campaign control, getting Quality Score right is more important than ever—especially if you're using Performance Max or other automated campaign types. This post breaks down how Quality Score is calculated, why it matters, and what RevOps professionals should do next to optimize campaigns.

1. What Is Quality Score and Why It Still Matters in 2025

Quality Score is Google’s internal metric that combines ad relevance, click-through rate (CTR) history, and landing page experience to influence ad ranking and cost per click. Ads with higher Quality Scores can outrank higher bids and cost less per click.

While algorithms drive more automation (e.g., Performance Max), a strong Quality Score helps retain control within those "black box" systems—and avoids overpaying.

2. Core Factors That Influence Quality Score

  • Ad relevance

    • What Google values: Matching keywords to ad copy and landing pages

    • How to improve: Segment tightly; use one keyword theme per ad group, and mirror ad copy with keyword text

  • Expected CTR

    • What Google values: Historical click performance by keyword and ad

    • How to improve: Test multiple headlines, optimize negative keywords, and use proven CTAs

  • Landing page experience

    • What Google values: Relevance, speed, transparency, device/mobile-friendliness

    • How to improve: Ensure fast load times, a coherent message, transparent offers, and mobile-optimized layout

  • Account history & device performance

    • What Google values: CTR and ad quality across the account; performance on different devices

    • How to improve: Monitor device-level data and create separate mobile and desktop ad groups if needed

3. Why MARKETING Teams Must Care—Even in AI-Driven Campaigns

Modern AI tools like Performance Max and Meta Advantage+ reduce micro-control but don’t eliminate the need for high-quality inputs:

  • When Quality Score is strong, algorithmic bidding delivers better results.

  • Poor Quality Score limits campaign performance—even when AI is optimizing.

  • Teams still need clean campaign structure, high-relevance copy, and strong landing pages to feed those systems.

4. Fast Fixes to Improve Quality Score in 5 Days

Day 1: Account audit
Segment campaigns by theme/product. Remove overlapping keywords and consolidate high performers.

Day 2: Rewrite ad copy
Test compelling, relevant ad headlines matching keyword themes. Use social proof or promotions.

Day 3: Landing page update
Align landing page content to ad copy. Improve load speed and mobile layout.

Day 4: Review device performance
Check CTR and conversion rates across devices. Adjust bids or separate campaigns as needed.

Day 5: Automate reporting
Set up dashboards tracking Quality Score trends, impression share, CTR, and CPC to monitor progress.

5. More Advanced Tactics for Scaling Quality Score

  • Keyword grouping optimization: Intelligent clusters can boost relevance and budget control.

  • Use explainable AI tools: Use systems that open up insight into ad predictions, CTR forecasting, and creative performance.

  • Alert shifts in user behavior: Tools like AnswerThePublic alert you to changing search queries—adjust ad language accordingly.

Conclusion

Quality Score isn’t going away. In fact, in 2025’s increasingly opaque, AI-driven ad landscape, it matters more than ever. Optimizing the fundamentals—relevance, CTR, and user experience—not only improves performance but also ensures your campaigns remain efficient and scalable, regardless of which Google-led tools you use.

Eric Huebnergoogle ads, quality score, digital marketing, ppc, ppc marketing, search marketing, ai marketing, GEO, SEO