Quality Score (QS) still influences auction rank and CPC. A QS 8 vs 4 can mean paying half as much for the same position on identical keywords — especially in competitive ecommerce and local service verticals.
The three components
- Expected CTR — historical and query-level relevance
- Ad relevance — alignment between keyword, ad copy, and landing page promise
- Landing page experience — speed, mobile usability, transparency, policy compliance
Quick wins (any market)
- Single theme ad groups: one intent per group, not «mega lists»
- Dynamic keyword insertion only where it reads naturally
- Landing page headline matches top keyword within 5 words
- Core Web Vitals in green on mobile (LCP under 2.5s)
- Conversion tracking verified — broken tags destroy Smart Bidding and QS signals
Audit sequence
- Export keywords with QS < 6 and impression share lost to rank
- Map each to landing URL — fix mismatches first
- Rewrite RSAs: pin one headline with primary keyword
- Add exact/phrase negatives from search term reports weekly
Measurement
Track CPC trend and impression share after changes — QS updates lag 7–14 days.
FlatReklam Google Ads+ surfaces Quality Score, impression share, and search term waste in one workflow with optional AI coach summaries.