What Quality Score Measures
Google gives each keyword a Quality Score from 1 to 10. It's based on three parts, each rated below average, average or above average:
- Expected click-through rate. How likely people are to click your ad for that search, compared with competitors.
- Ad relevance. How closely the ad matches what was searched.
- Landing page experience. Whether the page people land on is relevant, useful and easy to use, especially on mobile.
Google uses related quality signals in each ad auction. In practice, a more relevant ad and page can win a better position for the same bid, or the same position for less.
How to See It
Go to Keywords, click Columns → Modify columns → Quality Score, and add Quality Score plus the three component columns. Look at the keywords that spend the most. A keyword with low spend and a low score matters less than one that takes a third of your budget.
Common Reasons Cleaning Keywords Score Low
| Low component | Typical cause in cleaning | Fix |
|---|---|---|
| Ad relevance | One ad group with every service in it, so a move-out search sees a generic headline | Split ad groups by service and repeat the service in headline 1 |
| Expected CTR | Ads that say "Professional Cleaning Services" like everyone else | Add price cues, guarantees, availability and the town name |
| Landing page experience | Every ad goes to the homepage, or the page is slow on mobile | Send each ad group to a matching service page that loads fast |