The three parts
| Part | What it means | How to improve it |
|---|---|---|
| Expected click-through rate | How likely people are to click your ad | Ads that name the exact job and area |
| Ad relevance | How closely the ad matches the search | Tighter ad groups, one job per group |
| Landing page experience | How useful the page is once they arrive | A page about that exact job, fast on a phone |
Why it matters for your costs
Google decides where your ad sits and what you pay partly on how relevant it is. Relevant ads on relevant pages can win better positions for less. The score itself isn't the goal, but a low one is usually a sign you're paying more than you need to.
Where trade accounts lose points
- One ad group full of every service, with one generic ad.
- Every click landing on the home page.
- Slow mobile pages with the phone number buried.
- Ads that don't mention the job or the area.
How to check yours
In the keywords view of Google Ads, add the quality score columns. Look at the keywords with the most spend first. A 3 or 4 on your biggest keyword is where the money is.
What not to chase
Don't rewrite a profitable campaign just to lift a number. If a keyword with a 5 brings in calls at a good price, it's working. Use the score to find problems, not as the scoreboard.
Want it run for you? Our Google Ads management is built around tracked calls, not clicks.