Suffering From Low Quality Scores and High CPC’s?

Sam Martin-Ross
Sam Martin-Ross

Low quality scores are one of the main problems that occur when launching campaigns on Google Ads Search network. The problem with low quality scores are the higher cost-per-clicks that occur as a result, which will subsequently increase cost-per-acquisition and reduce ROI.

Initially, when launching a campaign, it can be hard to tell which keywords are going to generate the most clicks, impressions and more importantly, conversions, so the key is to find the keywords that ‘win’ for you, more on that here.

Once you have found them and are setting them up in Google Ads, it’s common to add groups of unique keywords into a relevant ad group. However, the more keywords within an ad group the less relevant each keyword will become to the ads in that group. As a result, it is common to see low quality scores immediately after launching campaigns, or you may see the rarely shown due to low quality score message.

Low Quality Score

So, what does this mean?

If you have too many keywords within an ad group, not all of the search terms they will match to will be a perfect match for the ad that you’re serving.

The less relevant a search term is to the ads within the ad group, the lower your quality score will be. As CPCs are higher with  lower quality scores, this subsequently means  your cost per conversion will be higher too.


What can I do?

The fastest  way to improve low quality scores is by increasing ad relevance with ‘SKAGs,’ aka “Single Keyword Ad Groups.” This is a campaign structure where each keyword in your account is put into its own ad group.

In other words, they are a way of segmenting your ad groups by keywords to maximize their ad relevance, which subsequently improves your quality score  that help lower your CPC, improving your CTR and your CPA too.

Having SKAG’s means that the each exact keyword can be used within each ad, making your ad more relevant to the search terms it will match to. This improves the ad relevance part of your quality score and will therefore reduce your CPC.

In the example shown below, having the keyword in its own ad group allows us to put the exact keyword in the ad, Google then gave us ‘above average’ for ad relevance which contributed to a 10/10 quality score:

10/10 Quality Score



The bottom line is a higher quality score means higher ad rank, which can ultimately leads to higher CTR’s and lower CPC’s for keywords. This can substantially reduce your CPA and increase your ROI over time.

Keep an eye out for our future blog posts where we’ll talk through all the other ways you can increase your quality score.

If you need any help, or have any questions please get in touch.