Google Ads
Factors that affect Google Ads Quality Score
It isn't a single lever, it's a combination of many small factors. Here's a closer look at what specifically moves it up or down.
Page load speed, mobile usability, keyword-to-ad-copy alignment, historical click-through rate, and how closely the landing page content matches the ad's promise all feed into the score. No single fix guarantees improvement, it's the combination that matters.
Historical click-through rate carries real weight
Google tracks how often people actually clicked an ad for a given keyword compared to how often it was expected to be clicked based on position, and a keyword with a consistent history of over-performing this expectation builds Quality Score momentum over time. This is one reason a keyword that starts weak can take longer to recover even after copy improvements, past performance still carries weight.
Landing page speed and mobile experience
A landing page that takes several seconds to load, or that renders poorly on a phone, quietly drags down the landing page experience component of Quality Score, even when the content itself would otherwise be considered relevant. Since most Google Ads clicks now come from mobile devices, testing the actual mobile experience, not just the desktop version, is essential.
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