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Quality Score Simplified: The Google Ads Metric That Impacts Your Bottom Line

A jargon-free guide to understanding and improving one of Google Ads' most important metrics

23 MAY 2025 • 5 min read

What is Quality Score (in Plain English)?

Think of Quality Score as Google's report card for your ads. Instead of grades in subjects, you get scores on how relevant and useful your ad is to people searching. It's rated on a scale of 1-10, with 10 being the best.

This score affects two critical things:

How much you pay per click
Where your ad appears in search results

A Real-World Example

Imagine you're searching for "emergency plumber Manchester" at 11 PM because your bathroom is flooding.

Ad A: "24/7 Emergency Plumber in Manchester - On-site within 60 minutes - Call Now"
Landing page: Dedicated page about emergency plumbing services in Manchester with clear contact information

Ad B: "Professional Plumbing Services - 20 Years Experience - Get a Quote"
Landing page: General plumbing services page with a contact form for quotes

Even though both advertisers might bid the same amount, Ad A will likely get a higher Quality Score because:

The ad text directly addresses the emergency need
It mentions Manchester specifically
The landing page delivers exactly what the searcher expects

As a result, Ad A might appear higher in search results while paying less per click than Ad B.

Why Quality Score Matters to Your Business

A one-point improvement in Quality Score can reduce your cost-per-click by up to 16%. For Manchester businesses where CPCs are already 15-25% higher than the UK average, this can mean significant savings.

Let's put that into perspective:

The Three Components of Quality Score

Google evaluates three main factors:

Ad Relevance: How closely your ad matches what someone is searching for
Expected Click-Through Rate: How likely people are to click your ad
Landing Page Experience: How useful and relevant your landing page is to visitors

3 Quick Action Steps to Improve Your Quality Score

Review your keywords and ad text alignment
Make sure the keywords you're bidding on appear in your ad headlines or descriptions. For local businesses in Manchester, include location terms in both keywords and ads.
Create specific landing pages for different ad groups
Instead of sending all traffic to your homepage, create dedicated pages that match the specific service or product in your ad.
Improve your click-through rate
Test different ad headlines and descriptions to see which ones get more clicks. Include specific benefits and calls-to-action that motivate searchers to click.

How AdLeadz Solutions Can Help

At AdLeadz Solutions, we've helped businesses across Manchester improve their Quality Scores and reduce their Google Ads costs by up to 30%. Our approach includes:

Comprehensive keyword research to find the most relevant terms
Creating tightly-themed ad groups with highly relevant ad copy
Developing landing page recommendations to improve user experience
Regular monitoring and optimization to continuously improve scores

Want to know if your Quality Scores are costing you money?

Book your Free Google Ads Audit today and we'll analyze your account to identify potential savings and improvements.

Get Your Free Audit

Local Google Ads Management

Looking for specialized Google Ads management for your E-commerce business in Manchester? Our Manchester Google Ads services are tailored to the unique needs of local businesses.

This article is part of our "Google Ads Simplified" series, designed to help Manchester businesses understand and improve their digital advertising results.