What Is a Google Ads Quality Score and What Does It Mean for My Contractor Business?
Your Google Ads Quality Score is a rating of the quality and relevance of your ads and landing pages. If Google thinks your ads and landing pages match, and they’d help your customers with their problems, you get a higher score. The benefit of a higher Quality Score is you pay less per ad click (so you save money) and your ads are ranked higher (helping you attract more leads and make money).
If you’re using Google Ads to get more work it helps to know the basics – and your Quality Score is one of those crucial terms you need to stay on top of.
That doesn’t mean you need to spend your weekends taking Google Ad courses online, but as a business owner you’ll have more control over your finances if you understand where your money is going and what impact your Quality Score has..
Get More And Facebook Reviews. Then Watch Sales Grow!
What are Google Ads?
Google Ads are a form of pay-per-click (PPC) advertising that lets you skip the organic results on Google.
Instead of running an SEO campaign that can take months to show any results, you can pay to run ads that sit at the top of Google for specific keywords. We’re talking results in a matter of days – pretty cool, right?
What are the benefits of Google Ads for your contractor business?
This type of control gives you immediate access to people who are looking to spend money. Even better, you only pay when someone clicks on your ad. If no one clicks, your PPC budget doesn’t change. And if someone DOES click, it’s a good indication they’re keen on your products and services.
At Tradie Digital we know marketing can be frustratingly complex. And pay-per-click (PPC) marketing can be even MORE complex. Between the confusing acronyms and the needlessly long buzzwords it feels like you’re studying a degree in language as much as you’re trying to grow your business.
In this article we’ll keep things simple and help you understand what a Google Ads Quality Score is, why you should care, and how much money you can save by improving yours.
What is a Google Ads Quality Score?
Your Quality Score is how Google rates the quality and relevance of your keywords and your ads. This score is between 1-10, with a lower score meaning there’s a disconnect between your ads, your keywords, and your landing pages.
If your Quality Score was a visual, here’s what it would look like…
How your Quality Score can SAVE and MAKE you money
Most business owners we speak to aren’t interested in learning the definition of a million different marketing terms.
And we get it – you want to know if what you’re paying for will help you grow your business, or if it’s throwing money down the drain.
Your Quality Score can be used to SAVE money on each ad click. And then MAKE money on each ad click.
How your Quality Score saves you money
Your Quality Score is used to calculate your cost-per-click (CPC) and your ad rank. So if there’s a clear relevant link between the keywords you target, the ad you create, and the page you send people to once they click = your Quality Score goes up.
And when your Quality Score goes up, Google rewards you with:
Higher ad rankings
Imagine paying $2 every time someone clicks on your ads. If your Quality Score goes up, you could reduce that cost per click. Now you’re paying $1 every time someone clicks on your ads. In this example you just cut your cost-per-click in half, saving you money for every lead you earn.
In this example your Google ad campaign just became TWICE as effective.
As well as bringing your costs down, your Quality Score is multiplied by your maximum bid to calculate where your ad ranks (because there will be other businesses in your niche trying to bid on the same keywords as you).
So by getting your Quality Score up, you can get higher rankings at lower costs.
When your ads are ranking higher and seen by more people, your clicks go up. As more people end up on your landing pages or website you get more quote requests and leads. And as a result you get more bookings in the calendar.
With more people looking to hire your trade business, you keep revenue rolling in and it’s all because your higher Quality Score leads to more visibility and higher rankings.
How to improve a Google Ads Quality Score
Now you know how important a good Quality Score is, it makes sense you’ll want to get it as high as possible (with 10 being the highest).
Your Quality Score depends on three factors relating to your ads, keywords and landing pages.
So you’ll need to improve these individually:
Expected click-through-rate (CTR): How likely is someone to click on your ad?
Ad relevance: Does it make sense for your ad to appear for certain keywords?
Landing page experience: Will the landing page provide relevant info relating to the ad?
These are called ‘Quality Score Components’ and no one who doesn’t work at Google knows exactly how much each factor counts, but after a lot of study by a lot of smart people, your expected CTR and landing page experience are seen to count more than your ad relevance.
To make things easy, if you want to improve your Quality Score (and bring down your cost-per-click) you’ll need to follow these 3 simple steps:
Step One: Have specific landing pages (not generic ones that all traffic end up on)
: Write more, and higher quality, ads
Step Three: Increase your budget (despite what most businesses think, budget is the LEAST valuable tweak)
When you follow this simple roadmap you’ll increase your CTR, your ads will be relevant, and your landing pages will be relevant – which ticks the ‘Quality Score Components’ you need to rank higher on Google.
“How much money will I make if I pay someone to tweak my Google ads?”
Let’s be honest, that’s the only question that matters.
Every decision you make that involves your business should be working towards saving you money, or generating more revenue.
It would be nice to rebrand your van but if that $3,000 paint job isn’t going to bring at least $3,000 worth of new business, it’s always going to be tough to justify.
We can’t put a dollar amount on your expected revenue (that will depend on how much you want to spend on Google Ads, and how much a new customer is worth over their lifetime). But we can tell you that improving your Quality Score directly correlates with a lower cost-per-conversion.
When you pay a PPC expert to manage your Google Ads, the pay-off is a higher profit margin.
That’s because a higher Quality Score can get a ton of impressions (that’s how many times your ad is seen) and clicks without you having to spend the most money. And your ads can jump above competitors who are willing to pay MORE per click than you, if your Quality Score is on fire.
In short, your Quality Score is how helpful Google thinks your ads are, and you should care because a higher Quality Score is how you pay less, and generate more revenue from your ads.
On the fence about your own Google Ad campaign? Don’t spend a single cent.