If you’re running Google Ads for your local service business and frustrated by inconsistent results, you’re not alone. High costs, low clicks, and ads that just don’t deliver — it’s enough to make anyone throw in the towel. But before you do, there’s one essential metric you need to understand: Quality Score.
At EVpro Marketing, a local-focused agency based in Austin, we’ve helped countless service businesses cut ad costs and boost conversions by getting smarter with their Quality Score. In this guide, we’ll break down what it is, why it matters, and—most importantly—how you can improve it without needing to be a Google Ads expert.
What is Google Ads Quality Score?
Let’s start simple: Quality Score is a rating Google gives to your keywords. It’s scored on a scale from 1 to 10, with 10 being excellent.
This score is Google’s way of answering the question: “How relevant and helpful is this ad for the person searching?” It’s based on three main factors:
- Expected Click-Through Rate (CTR) – How likely someone is to click your ad
- Ad Relevance – How closely your ad matches the intent behind the user’s search
- Landing Page Experience – How relevant and useful your website is to the searcher
Google combines these factors into the magic number you see in your account. Higher scores mean better performance and lower costs.
Why Quality Score Matters for Your Ad Performance
Think of Quality Score as your ad’s credit rating. The better it is, the more trust you earn from Google—and the more benefits you unlock. Here’s what a high Quality Score can do:
- Lower Cost Per Click (CPC): You can pay less for each ad click.
- Higher Ad Positions: Your ads can show up higher on the page, even if you’re not the highest bidder.
- Better ROI: Since you’re getting better placements for less money, your return on ad spend improves.
- Improved Ad Eligibility: High scores can help your ads run more often and in better positions.
In short: a good Quality Score makes your budget work smarter, not harder.
How Quality Score Is Calculated
Google doesn’t reveal its full algorithm (wishful thinking), but here’s what we do know about the three key components:
1. Expected CTR (Click-Through Rate)
Google uses historical data to predict how likely someone is to click on your ad.
Improving CTR:
- Use clear, compelling headlines
- Include keywords in your ad copy
- Highlight benefits and unique offers
- Add sitelinks or callouts for extras (e.g., free estimates, 24/7 service)
2. Ad Relevance
This measures how closely your ad copy matches the searcher’s intent.
Boost Ad Relevance by:
- Organizing campaigns into tight ad groups
- Writing custom ads for specific services or keywords
- Avoiding generic messaging
3. Landing Page Experience
It’s not just about clicks—Google cares about where those clicks lead.
Improve landing pages by:
- Matching the landing page title and content to your ad and keyword
- Ensuring fast load time and mobile responsiveness
- Making it easy to find key info (phone number, contact form, service list)
Here’s a simple breakdown:
|
Quality Score Factor |
Signals Google Considers |
Tips to Improve
|
|---|---|---|
|
Expected CTR |
Historical click data, CTR predictions |
Use strong CTAs, relevant headlines |
|
Ad Relevance |
Keyword and ad copy match |
Write specific, focused ads |
|
Landing Page Experience |
Page speed, keyword match, ease of use |
Use dedicated landing pages, mobile optimization |
Common Misconceptions About Quality Score
Let’s bust a few myths.
“It’s all about bidding more.”
Nope. Google rewards relevance, not just who throws the most money at them. You can out-rank competitors with lower bids if your Quality Score is higher.
“Once it’s set, I can’t change it.”
False. Quality Score updates over time based on performance. That means you can improve it with the right tweaks and tests.
“My ads look fine—I shouldn’t worry.”
An okay ad might run, but a great ad performs and costs less. If you’re not optimizing for Quality Score, you’re leaving money and visibility on the table.
How to Check Your Quality Score
If you’re using Google Ads regularly, checking your score is easy:
- Open your account.
- Go to the Keywords tab.
- Click the Columns button and select Modify Columns.
- Under Quality Score, check the boxes for:
- Quality Score
- Landing Page Experience
- Ad Relevance
- Expected CTR
Once applied, you’ll see a 1–10 score next to each keyword, along with ratings like “Average,” “Above Average,” or “Below Average.”
Step-by-Step: How to Improve Your Quality Score
Improving scores takes time and testing. But it’s worth it. Here’s how to get started:
1. Audit Your Campaigns
- Are your ad groups too broad?
- Do you have dozens of keywords in a single group?
- Is your landing page general instead of tailored?
If any of these are true, it’s time to simplify and segment.
2. Create Themed Ad Groups
Group your keywords by specific services or questions a customer might ask.
For example:
- “Emergency plumber Austin” vs. “Toilet installation cost”
- “AC repair near me” vs. “HVAC maintenance plan”
Each group should focus on one intent or offer.
3. Write Relevant, Eye-Catching Ads
Let’s say you’re running a campaign for HVAC tune-ups in Austin.
Here’s a strong version of the ad:
Title: Affordable HVAC Tune-Up — Austin’s Trusted Experts
Description: Get peak performance before summer hits. Same-day service available. Book your service online now.
It repeats the keyword, grabs attention, and gives a clear call-to-action.
4. Optimize Landing Pages
Make sure your landing page:
- Talks about the same offer as the ad
- Uses the same keywords
- Loads quickly and looks great on smartphones
- Has a clear place to take action: call now, book online, or request a quote
5. Monitor and Adjust
Once changes are live, give Google some time to reevaluate your ads. Monitor:
- CTRs for each keyword
- Quality Score shifts week over week
- Conversion rates
Don’t get discouraged by slow results—consistency wins here.
The Local Business Advantage
Here’s the good news: local service providers like HVAC pros, roofers, electricians, and landscapers often have less competition than national brands—especially when campaigns are geographically focused.
That means your Quality Score tweaks can make a big impact faster.
At EVpro Marketing, we see this all the time. When we shift neighborhoods, rewrite ads for one keyword theme, and build service-specific landing pages, we often see client scores jump from 5 to 8—sometimes in just a few weeks.
Can You Audit Your Quality Score Yourself?
Yes—but it’s time-consuming if you’re not in Google Ads every day. If you’re not sure where to start, a quick audit can save you hours of guesswork.
Here’s what we usually check in a typical audit:
- Keyword structure and grouping
- Match between ads and landing pages
- Mobile performance of landing pages
- Ad extensions and call-to-actions
- Cost efficiency of current keywords
Key Takeaways: Making Quality Score Work for You
To keep it simple, here’s what matters:
- Google rewards relevance and usefulness, not just high bids
- Quality Score directly affects cost per click, rankings, and ROI
- You can improve your score by tightening keyword groups, writing better ads, and improving landing pages
- It’s one of the most impactful, underrated metrics in your Google Ads account
Final Thoughts: Don’t Leave Money on the Table
If your ads aren’t performing as well as you’d like, poor Quality Score might be the hidden culprit. But the good news? You don’t need a six-figure budget or a huge team to improve it.
At EVpro Marketing, we’re local and practical—we help service businesses across Austin and beyond fix their campaigns, boost visibility, and get better results from the same budget.
If you’re curious where your Quality Score stands or what quick wins you could implement today, we’d love to take a look. Or, explore more insights on our blog to keep learning how to make smarter marketing decisions.
Your next customers are out there searching. Let’s make sure you show up when—and how—it matters most.