A practical 20-point checklist to audit and improve your Google Ads Quality Score. Covers keywords, ad copy, and landing pages.
February 4, 202614 min read
Use this 20-point checklist to systematically improve your Quality Score. Whether your score is stuck at 5 or you want to push from 7 to 9, this guide covers every angle: keywords, ads, and landing pages. Print it, bookmark it, and run through it monthly.
Each point includes what to check, why it matters, and how to fix it if something's off. Let's dive in.
Keywords & Ad Groups (Points 1-7)
1. Keywords tightly grouped by theme
Each ad group should contain 5-15 keywords sharing the same core intent. If you have 'buy running shoes' and 'running shoe reviews' in the same group, split them — the intent is different (purchase vs. research).
2. Primary keyword in ad headline
Your most important keyword should appear in at least one headline. This directly impacts Ad Relevance. If you're bidding on 'CRM software for small business', your headline should mention CRM and small business.
3. At least 3 responsive search ads per group
Google recommends 3+ RSAs per ad group. Provide 10-15 unique headlines and 4 descriptions to give the algorithm enough options to find winning combinations.
4. Negative keywords actively managed
Review Search Terms weekly and add negatives for irrelevant queries. A comprehensive negative keyword list improves CTR by preventing wasted impressions on wrong searches.
5. Search Terms reviewed weekly
The Search Terms report reveals what people actually searched before clicking your ad. Look for irrelevant terms (add as negatives), high-performing terms (consider adding as keywords), and intent mismatches.
6. Match types appropriate for intent
Use Exact match for high-intent branded keywords, Phrase for moderate-intent terms, and Broad only when paired with strong negatives and Smart Bidding. Don't use Broad match without conversion data.
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Sort keywords by Quality Score and prioritize fixing those with scores of 1-5, especially if they have significant spend. Pause chronically low-QS keywords that don't respond to optimization.
Ad Copy (Points 8-13)
8. Headlines include keywords and benefits
Blend keyword inclusion with clear benefits. Instead of just 'CRM Software', try 'CRM Software — Boost Sales 30%'. The keyword signals relevance; the benefit drives clicks.
9. Descriptions have clear CTAs
Every description should end with a clear call to action: 'Start Free Trial', 'Get a Quote Today', 'Download Now'. Vague descriptions like 'Learn more about our solutions' underperform.
10. Ad extensions fully utilized
Use all relevant extensions: sitelinks (4+), callouts (4+), structured snippets, call extensions, location extensions, and price extensions where applicable. More extensions = more real estate = higher CTR.
11. Pinning used sparingly
Avoid pinning headlines to specific positions unless absolutely necessary (like legal disclaimers). Pinning restricts Google's ability to test combinations, which can hurt performance.
12. Ad strength 'Good' or 'Excellent'
While Ad Strength isn't directly Quality Score, Google favors ads with higher strength. Provide diverse headlines, include keywords, and follow Google's recommendations to improve strength.
13. Regular A/B testing
Never stop testing. Swap in new headlines every 2-4 weeks, test different value propositions, and experiment with emotional vs. rational appeals. Document what works.
Landing Pages (Points 14-20)
14. Page load time under 3 seconds
Test with Google PageSpeed Insights. Compress images, enable lazy loading, minimize render-blocking scripts, and use a CDN. Every second of delay costs you conversions and Quality Score.
15. Mobile-first design
Your landing page should look and function perfectly on mobile. Test on real devices, not just browser resizing. Check that forms are easy to fill, buttons are tappable, and content is readable.
16. Headline matches ad promise
The first headline a visitor sees should echo what the ad promised. If your ad says '50% Off First Month', the landing page headline should reinforce that exact offer.
17. Clear, prominent CTA
Your primary call to action should be visible above the fold without scrolling. Use contrasting colors, clear text ('Start Free Trial' not 'Submit'), and repeat the CTA further down the page.
18. Relevant, original content
The page content should directly address the search intent behind the keyword. Include the target keyword naturally in headings and body text. Avoid thin content or doorway pages.
19. Trust signals present
Include customer logos, testimonials, reviews, security badges, and certifications. Trust signals reduce bounce rate and improve engagement, both of which Google considers for landing page experience.
20. No intrusive interstitials
Avoid popups that block the content, especially on mobile. Google penalizes intrusive interstitials. If you must use popups, use exit-intent triggers and ensure they're easy to dismiss.
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Monthly Maintenance Routine
Use this checklist monthly as a recurring audit. Set a calendar reminder and work through each point systematically. Track improvements in a spreadsheet to see progress over time.
Week 1: Keywords & ad groups (Points 1-7)
Week 2: Ad copy audit (Points 8-13)
Week 3: Landing page optimization (Points 14-20)
Week 4: Review results, plan next month's improvements
Expected Results Timeline
After implementing these optimizations, expect to see Quality Score improvements within 2-4 weeks for ad-related changes and 4-8 weeks for landing page changes. Most accounts see a 1-3 point Quality Score improvement within the first month of systematic optimization.
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