Uncover ways that you can drive better ad performance, without just following the basic rules.

When it comes to Google Ads, improving your Quality Score is the key to great performance. A higher Quality Score means lower costs per click and better ad positions.

Google gives you the basics, like improving your ad relevance, expected Click-Through Rate (CTR), and landing page experience. However, do you ever wonder why some ads do better than others? Well, that’s because they don’t tell you everything you need to know to make the secret sauce. In a competitive market, you don’t want to be missing any ingredients that will help you get more leads.

Let’s dig into some often-overlooked strategies that can boost your Quality Score in ways Google doesn’t advertise.

Begin Targeting Intent Instead of Keywords

Many advertisers just think about keywords. Experts think about the customer’s intent.

Instead of chasing after a disorganized cluster of words that are related to the product or service, focus on placing yourself in the shoes of the customer. Use tools like Google Search Console, Facebook pages, and Reddit threads to uncover what people are actually trying to do. Look for the problem they are trying to solve and build ad groups and landing pages around those intentions.

Example: Instead of “best running shoes,” dig deeper:

• “best running shoes for shin splints”
• “lightweight trail running shoes for women”
• “affordable marathon shoes with arch support”

By zooming in, you increase relevance and CTR.

Customize Landing Pages

If you don’t want your ads to be seen as generic, then make sure your landing pages aren’t either! 

Google values alignment between your ad and landing page, but that’s only part of the equation. What they really reward is engagement. A strategically optimized landing page that gently filters out unqualified traffic can actually boost your Quality Score over time by improving key metrics like time on site, bounce rate, and conversion rate.

Introduce soft vetting process to help qualify users before they convert:

• Tiered product or service recommendations
• A quick quiz
• A small micro-conversion step before the main CTA

These tactics ensure the right users move forward, helping Google’s algorithm identify your ad as highly relevant to the most valuable searchers.

Use Negative Keywords Proactively, Not Reactively

You likely know about negative keywords, but most people only add them after they see bad performance in their search term report. 

Flip the script and save money early. Proactively build out a negative keyword lists before you launch:

• “Jobs,” “career,” “cheap,” “free,” “review,” “reddit” (depending on your product or service)
• Competitor names you don’t want to bid on
• Vague or research-based queries that won’t convert

Not only will your ads only be seen by those more likely to convert, but it will lead to higher click-through rates and conversion rates. 

Get in the Searchers Head With Emotional Triggers in Ad Copy

Google’s algorithm doesn’t read your emotions, but users do. I don’t know about you, but I click based on the feeling or value, not logic. Think about what state of mind your user is in when they are searching. 

Use ad copy that:

• Mirrors pain points: “Tired of Mowing Every Weekend? Let Us Handle It for You.”
  
• Adds urgency: “Only 3 Spots Left This Week. Book Now.”
  
• Builds identity: “Trusted by 5,000+ Busy Moms Who Hate Meal Prep.”

Higher emotional engagement = better CTR = better Quality Score.

Run A/B Tests With Different Ad Types (Not Just Ad Variants)

Most people A/B test within ad formats (like responsive search ads).
Try this instead:

• Test text-only vs. image-heavy landing pages.
  
• Use video snippets on mobile landing pages.
  
• Call to actions on landing pages.

You want to make the user experience great. When users stay longer, engage more, or convert faster, your Quality Score will go up.

Google Grades You on Engagement, They Won’t Give You an A for Effort

At the end of the day, Google isn’t trying to reward people who follow the rules. They’re rewarding ads that perform well for users.

If you treat your campaigns like checklists, you’ll blend in with everyone else running ads. Be bold with your ads!  Dive deep into thinking like your searchers.

Want help applying these strategies to your Google Ads account? Let’s chat and audit your campaigns together.