Quality Score Distribution

What AdGradr checks

AdGradr evaluates Quality Score across keywords that have enough impressions for Google to assign a score. Two conditions trigger findings:

Keywords scoring 3 or below that are actively spending. The more low-QS keywords actively spending, the more significant the flag. A score of 3 or below means Google considers your ad a poor match for the query.
Account-wide average Quality Score below 5. This indicates a systemic problem, not just a few bad keywords.

AdGradr groups low-scoring keywords by their weakest component so you know exactly where to focus:

Expected CTR: Your ad copy is not compelling enough for the query. Fix the headlines.
Ad Relevance: The keyword and the ad text are misaligned. Fix the ad group structure or copy.
Landing Page Experience: The destination page does not deliver what the ad promises. Fix the page.

Why this matters

Quality Score directly controls what you pay per click. A keyword with a QS of 3 can cost 2-3x more per click than the same keyword at QS 7. Across an account, low Quality Scores silently inflate your CPA while reducing your impression share.

Google uses Quality Score to rank ads in the auction. Higher scores get better positions at lower prices. Lower scores get worse positions at higher prices, or get excluded from the auction entirely.

What good looks like

Account average QS of 6-8. This indicates your ads, keywords, and landing pages are well-aligned.
Zero keywords at QS 3 or below that are actively receiving spend. Low-QS keywords should be paused, restructured, or paired with better landing pages.
Each QS component rated “Average” or “Above Average” across your high-spend keywords.

A perfect 10 across the board is not the goal. QS of 7-8 on your core keywords with no scores below 4 represents a well-maintained account.

Common mistakes

Ignoring low-QS keywords that still convert. A keyword with QS 3 that converts at $50 CPA would convert at $25-30 CPA if you fixed the underlying issue. The conversion masks the overpayment.
Trying to fix QS without looking at components. If the weak component is Landing Page Experience, rewriting ad copy will not help. Check which component Google flags before taking action.
Stuffing keywords into ad copy for relevance. Google evaluates semantic relevance, not keyword density. Cramming exact-match keywords into headlines hurts readability without improving Ad Relevance scores.
Running one landing page for many keyword themes. A single generic page cannot score well on Landing Page Experience for diverse keyword groups. Each theme needs a page that matches the searcher’s specific intent.

How to fix it

Pull the QS component breakdown. In Google Ads, add the columns for Expected CTR, Ad Relevance, and Landing Page Experience. Sort by spend descending.
Fix Expected CTR issues: Test new headlines that directly address the search query. Include the core benefit and a clear call to action. RSA headline pinning can help ensure the most relevant headline shows.
Fix Ad Relevance issues: Tighten ad group structure. Move mismatched keywords into their own ad groups with dedicated ad copy. One theme per ad group.
Fix Landing Page Experience issues: Ensure the page headline matches the ad promise. Improve page speed. Make the next step obvious above the fold.
Pause or restructure keywords at QS 3 or below that have not improved after 2-4 weeks of changes.

When to ignore this check

New keywords (under 2 weeks of data) may show low Quality Scores that stabilize as Google collects impression data. Give them time before reacting.
Niche or long-tail keywords with very low search volume sometimes receive artificially low QS due to limited data. If they convert well, the score is less meaningful.
Competitor keywords often score low on Ad Relevance because your landing page is not about the competitor brand. This is expected and acceptable.

Want someone to handle this? The Click Makers team manages Google Ads accounts for companies spending $10K+/month. Get in touch to see if we are a fit.