Quality Score optimisation that turns relevance into cheaper clicks
If your CPCs are creeping up or your impression share is capped, Quality Score is often the hidden tax. We tighten query intent, ad relevance, and landing page experience so you can win auctions more efficiently.
No contracts. Clear deliverables. Read FAQs Explore related services
What we diagnose first
Three levers we improve
- Expected CTR: message match, RSA coverage, stronger offers.
- Ad relevance: tighter ad groups, query intent clustering, negatives.
- Landing page experience: speed, clarity, proof, and conversion friction fixes.
You get a ranked action plan, new copy where needed, and a testing roadmap to keep gains compounding.
Built for measurable efficiency, not vanity scores
Quality Score is not a trophy. It is a proxy for relevance and user experience that influences auction outcomes. We focus on the changes that improve both performance and account signal quality.
Google Partner
Senior-led execution with practical playbooks and clean deliverables you can reuse.
Conflict-of-interest protection
Tier 2+ includes one company per industry per location protection where applicable.
Fewer handoffs, faster iteration
Lean senior team, clear scope caps, and a tight revision loop so improvements ship quickly.
What Quality Score optimisation actually changes
Most accounts do not need more keywords. They need better intent grouping, sharper messaging, and landing pages that deliver on the promise of the ad.
Expected CTR
We improve message match and click propensity without clickbait.
- RSA coverage and pinning discipline
- Offer clarity and proof density
- Query intent alignment by ad group
Ad relevance
We reduce semantic drift so queries, ads, and landing pages tell the same story.
- Intent clusters and tighter ad groups
- Negative keyword guardrails
- Extension and asset alignment
Landing page experience
We remove friction and make the page obviously useful for the searcher.
- Speed and mobile UX fixes
- Above-the-fold value clarity
- Trust signals and conversion flow
Quality Score levers and what we do to move them
Use this table to pressure test your current plan and spot the highest impact fixes first.
| Lever | What we change | What it improves | Common symptoms | Priority when |
|---|---|---|---|---|
| Intent grouping | Restructure ad groups by query intent, not by internal categories | Ad relevance, CTR consistency, better query signals | Mixed intent queries, low relevance notes, uneven CTR | QS stuck at 3 to 6 with noisy search terms |
| RSA coverage | New headlines and descriptions for message match and proof | Expected CTR and conversion quality | RSAs under-filled, repetitive assets, weak offers | CTR flat while CPC rises |
| Negatives | Build a negative keyword system by intent conflicts | Cleaner traffic, stronger relevance feedback loop | Irrelevant clicks, poor lead quality, wasted spend | High spend with low conversion density |
| Extensions and assets | Align sitelinks, callouts, structured snippets to the intent | CTR lift, stronger ad usefulness | Generic extensions, weak differentiators | Competitive auctions and low top-of-page rate |
| Landing page clarity | Fix above-the-fold message match, proof, and friction | Landing page experience, CVR, lead quality | High bounce, low time on page, weak form completion | QS notes show landing page issues or low CVR |
| Measurement | Confirm conversions, attribution hygiene, and lead quality signals | Smart bidding feedback and optimisation accuracy | Inconsistent CVR, noisy conversion data | Optimising to the wrong events |
Want help prioritising? Request a review and we will map fixes by impact and effort.
Our Quality Score optimisation process
This is built as a one-time sprint with clear deliverables, then optional ongoing testing support if you want to keep compounding wins.
- 1 DiagnoseQS signals, auctions, and query intent
- 2 RestructureIntent clusters and cleaner ad groups
- 3 RewriteRSAs built for message match and proof
- 4 Strengthen assetsExtensions, sitelinks, and hooks
- 5 Landing page fixesClarity, speed, and friction removal
- 6 Test and lock inTesting plan and measurement QA
Diagnose: where QS is leaking efficiency
We start by separating symptom from cause: ad relevance drift, CTR suppression, or landing page experience friction.
- Search terms and intent clusters: what you should match vs exclude
- Auction pressure review: where CPC inflation is coming from
- QS component diagnosis by campaign and ad group
Restructure: intent-first ad groups
We rebuild structure so each ad group has one job, one intent, and one landing page promise.
- Keyword, match type, and theme cleanup to reduce overlap
- Negative keyword guardrails to protect high intent segments
- Mapping of intent clusters to the right landing page
Rewrite: RSAs designed for relevance
We create asset sets that improve message match, clarify offer, and reduce ambiguity.
- New headline and description library with proof and objections covered
- Consistency across ad text, sitelinks, and landing page copy
- Revision loop for final message match polish
Strengthen assets: extensions that earn clicks
Assets are not decoration. They are additional relevance signals and CTR opportunities.
- Sitelinks that match the top intents and shorten the path to conversion
- Callouts and structured snippets for differentiators and trust
- Lead-focused assets such as call and lead form extensions when relevant
Landing page fixes: match the promise
We improve the page experience so the click feels like the right next step.
- Speed, mobile UX, and obvious usefulness above the fold
- Trust: proof, guarantees, and clarity around next steps
- Conversion friction reduction: fewer steps, stronger microcopy
Test and lock in: measurement and iteration plan
We confirm tracking is clean and produce a practical test plan you can run monthly.
- Conversion tracking QA and event alignment to business outcomes
- Testing roadmap: ad variants, landing page hypotheses, and guardrails
- Before and after reporting so you can see what moved
Quality Score optimisation pricing
One-time sprints with clear scope caps. Pick the level of coverage you need.
$750 CAD
Outcome: better CTR and CVR with clearer messaging
- Messaging map for priority ad groups
- Asset copy set (RSAs) for key coverage
- Objection coverage basics
- 1 revision
- Ranked next steps by impact
Typical timeline: 5 business days. Inputs needed: offer and proof.
$1,700 CAD
Outcome: best value creative coverage
- RSAs for up to 15 ad groups
- Messaging system and proof integration
- Asset library expansion
- Testing recommendations
- 2 revisions
Typical timeline: 7 to 10 business days. Inputs needed: brand guidelines.
$3,400 CAD
Outcome: scalable creative system for multiple campaigns
- RSAs across campaigns with governance plan
- Full testing roadmap and prioritisation
- Stakeholder handoff and documentation
- 3 revisions
- Scalable asset standards
Typical timeline: 2 to 3 weeks. Inputs needed: approvals cadence.
Common add-ons
Add-ons make guardrails feel like options, not limitations. Choose only what you need.
Tracking resilience
Lead quality signals
Structured testing
Timeline
Foundation: ~5 business days. Growth: ~7 to 10 business days. Scale: ~2 to 3 weeks.
What we need from you
Offer and proof, key differentiators, landing pages, access to Google Ads, and a quick approvals cadence. If tracking is uncertain, we will recommend measurement add-ons first.
What’s included in detail
- Ad group and query intent mapping recommendations
- RSA copy sets designed for relevance and proof
- Asset and extension alignment guidance
- Landing page experience review checklist (speed, clarity, friction)
- Testing roadmap and measurement sanity checks
Proof that disciplined optimisation compounds
Better relevance and page experience tend to lift multiple channels at once. Here are a few outcomes from VSA campaigns.
Jet Pet Resort
+1 million organic clicks from a single content asset, plus broader visibility lift.
Release The Hounds
+1,667% organic traffic increase through page optimisations and new content assets.
Ron Parpara
+1,090% organic traffic increase and dominant local visibility growth.
Quality Score optimisation FAQs
Fast answers to the questions we hear most often.
Do you guarantee a specific Quality Score number?
Will this lower CPC right away?
Do you change bids or bidding strategy in this sprint?
What access do you need?
Is this only for Search campaigns?
Request a Quality Score review
Step 1: send your details. Step 2: pick a time. We reply within 1 business day.
Step 1: send details
Step 2: book your call
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