Quality Score stuck at the floor
Years of keyword micro-management had left almost everything exact-matched and Quality Score stuck at the floor, silently inflating every cost per click.
The instinct was to rewrite the ads. That would have been optimising the wrong thing entirely.
Three moves, in order
Decomposed Quality Score
We split Quality Score into its three parts, expected CTR, ad relevance and landing-page experience, to see which one was actually dragging.
Proved the pages were the cap
Ad relevance was fine. Landing-page experience was rated below average on 2,961 keywords, capping the score account-wide.
Prescribed page fixes and rebalance
Page-experience fixes plus a keyword-profile rebalance, so a near-100 percent exact-match setup stops starving volume.
Quality Score has three components with three different fixes. Audit the components instead of churning copy and you stop optimising the wrong thing.
The real cap, found
The audit found 4,181 exact keywords stuck at Quality Score 1 to 3, almost none above 5, with landing-page experience rated below average on 2,961 of them, the true cause. The prescription: fix the page experience and rebalance match types, not rewrite the ads.
These numbers are real. We will show you live.
Every figure on this page came from a real account. Book a call and we will screen-share the actual dashboard and walk you through these exact numbers, live, so you know they are real and not a screenshot anyone could fake.