Quality Score

Google grades every keyword in your ads account on three things. How likely people are to click your ad, how closely the ad matches the search, and the experience on the landing page. Score well and Google charges you less per click than a competitor running sloppier ads for the same spot.

The lever most small businesses miss is the landing page. An ad promising “free quote in 24 hours” that dumps people on a generic homepage scores poorly. The page needs to deliver exactly what the ad promised — and load fast doing it. That’s why a dedicated landing page usually pays for itself in cheaper clicks alone.

You’ll find the score in Google Ads under the keyword columns. Don’t chase a perfect 10 — just fix anything sitting at 4 or below, starting with the page the ad points to.