Google Ads Quality Score and your landing page One of three parts lives on your page.

What Quality Score is

Quality Score is a number from 1 to 10 that Google Ads shows for each keyword. Google calls it a diagnostic tool. It gives you a sense of how your ad quality compares to other advertisers.

That word, diagnostic, matters. Google says Quality Score is not an input in the ad auction. It also says it is not a key performance indicator and should not be optimized or rolled up with the rest of your data. Think of it like the check engine light on a truck. It tells you where to look. It is not the thing you are trying to win.

So why care? Because the parts behind the score point to real problems. Google's Ad Rank page says the quality of your ads and landing page is one of the things that decides where your ad shows and whether it shows at all. The score is a clue to those things.

The three parts of Quality Score

Google builds the score from three parts. Each part gets its own status: above average, average, or below average. Google compares your ads to other advertisers whose ads showed for the exact same search over the last 90 days.

When a part reads average or below average, Google says that may point to a chance to improve. It does not mean the ad is broken. It means you have a place to start.

The landing page part, in plain words

Landing page experience is the one part you fix outside of Google Ads. You fix it on the page itself. That is good news for a contractor or an agency, because the page is something you control.

Google's own tips for landing pages are simple. Here is what its help pages ask for:

• Match the ad. Pick a page that closely matches your ad and keywords. If the ad says roof repair, the page should be about roof repair.
• Mirror the call to action. If the ad says "get a free quote," the quote form should be easy to find.
• Give useful, original info. Explain what you do and what the person gets.
• Put the important stuff up top. Key info should show without scrolling.
• Keep it easy to use. Simple navigation. Let people call, book, or send a form without hunting.
• Skip the clutter. Avoid too many ads or pop-ups.
• Make it mobile-friendly and quick. Many people tap your ad on a phone.
• Make contact easy. Show how to reach you.

Google also says information from its crawlers may be used to judge ad quality. In plain words, Google can look at your page. If the page is slow, broken, or off topic, that is what it sees.

What to check on the page today

You do not need to guess. Start with these checks, in this order.

1. Open the exact final URL on your phone. Not the home page. The page the ad uses. Does it load? Does it redirect somewhere odd?
2. Read the headline next to the ad. Does the page continue the same promise, or does it start a new one?
3. Time the load. Watch how long it takes before you can read the headline and tap the button.
4. Look for blockers. Pop-ups, chat bubbles, and cookie banners that cover the form or phone number.
5. Submit the form and tap the phone number. Make sure both work end to end.
6. Check the Landing pages report. In Google Ads, go to Campaigns, then Insights and reports, then Landing pages. The mobile-friendly click rate column shows how often a page passed Google's mobile-friendly check. Under 100% means it did not always pass.

Speed is where many pages fall down. One roofing company's ad page went from a score of 42 to 93 in ClickMend, and load time dropped from 4.1 seconds to 1.8 seconds. A flooring company ran two pages side by side. One scored 51 and loaded in 7.7 seconds. The other scored 100 and loaded in 1.8 seconds. After they moved the ads to the faster page, cost per lead went from $74 to $56.

Those are real results, but they are not a promise. Many things move cost per lead. The point is that the page is worth checking before you rewrite the ad again. If clicks come in and leads do not, read why Google Ads clicks don't convert.

What ClickMend can and can't see

Be clear about this part. ClickMend does not read your Quality Score. It does not read Google's landing page experience status from your account. Only Google Ads shows you those.

What ClickMend does is check the parts of the page that feed them. It scans the final URL your ad sends people to and gives it a score from 0 to 100. That score blends:

• Google PageSpeed Insights performance (40%)
• Core Web Vitals (25%), using real-user field data when Google has it and lab data when it does not
• SEO basics (20%)
• Best practices (10%)
• Accessibility (5%)

The scan also checks your tracking. Is a Google Ads conversion tag on the page? Did it load? Is the conversion ID still a placeholder? Is Google Tag Manager missing? Is the conversion linker turned off? It also names unused JavaScript and other slow parts.

The free scan shows the problems, with 2 scans a week and no card. Paid plans show the fixes and add weekly monitoring with alerts when a page gets worse. If your keywords show landing page experience as below average, start with the below average fix order, then scan the page to see what is slowing it down.

Frequently asked questions