The 20-Point Quality Score Checklist: Free Guide

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.