Increased Quality Score

Learn more about how a speed optimization can increase your Quality Score and what benefits it has for you.
Øget Quality Score guide

When it comes to online advertising, having a good Quality Score is essential to the success of your campaigns. Quality Score is a measure that search engines such as Google use to determine the relevance and usefulness of your ads and landing pages in relation to the user’s search. 

A higher Quality Score can lead to lower costs and higher ad positions, making it an important factor for any advertiser.

In recent years, website speed has become an increasingly important factor for both the user experience and search engine optimization . 

But did you know that website speed can also affect your Quality Score? 

In this blog post we will explore the link between website speed and Quality Score and how optimizing speed can lead to a higher Quality Score.

Quality Score statistics

  • Google’s Quality Score ranks from 1 to 10, with 10 being the highest possible score.
  • Advertisers with Quality Scores of 7 or higher typically pay less per click than advertisers with lower Quality Scores.
  • Quality Score is calculated based on a number of factors, including expected click-through rate, ad relevance and landing page experience.
  • In a study conducted by Wordstream, advertisers with Quality Scores of 8 or higher had an average cost-per-click (CPC) that was 25% lower than advertisers with Quality Scores of 5 or lower.
  • According to Google, improving your Quality Score from 5 to 7 can result in a 28% reduction in cost-per-conversion and a 12% increase in conversion rate.
  • A higher Quality Score can also lead to better ad positions, which can increase click-through rates and ultimately lead to more conversions.
  • In a survey conducted by AdHawk, 85% of respondents said that improving their Quality Score was important as part of their advertising strategy.
  • Google’s algorithm updates, such as the 2021 Page Experience update, have emphasized the importance of webpage speed and user experience in determining Quality Score.
  • Advertisers can monitor their Quality Score in Google Ads and make optimizations to improve it over time.

Quality Score and Optimizing Website Speed

Impact of Website Speed ​​on User Experience

Speed ​​plays a crucial role in providing a good user experience. Studies have shown that slow loading times on websites can result in increased bounce rates, lower engagement and ultimately lower conversion rates. A fast-loading website, on the other hand, can improve user satisfaction and increase the likelihood of conversion.

The relationship between User Experience and Quality Score

Google’s Quality Score algorithm takes into account the user experience of a landing page, including its relevance, usability and ease of use. A slow loading website can negatively affect the user experience and thus lower your Quality Score. Conversely, a fast loading page can improve the user experience and potentially increase your Quality Score.

The Importance of Page Speed ​​Insights Score

Google’s Page Speed ​​Insights is a tool that measures the performance of your website on both mobile and desktop devices. It gives a score between 0 and 100, with a higher score indicating better performance. This score takes into account several factors, including time to first byte, first contentful paint and speed index.

Screenshot from a Google Pagespeed Insights analysis of

By improving your Page Speed ​​Insights score, you can achieve a faster loading website, a better user experience and potentially a higher Quality Score. By monitoring and optimizing your speed regularly, you can ensure that your website delivers the best possible experience for your users and improves your advertising performance.

Other factors affecting the Quality Score

While optimizing website speed is important to improving your Quality Score, there are several other factors that can affect your score. Here are some additional factors to consider:

Relevant ad texts for landing page

Your ad copy should accurately reflect the content and purpose of your landing page. If there is a discrepancy between your ad and landing page , it can result in a lower Quality Score.

Relevant content on the ad landing page

Likewise, your landing page content should be relevant to the ad that brought the user there. If the content is out of context or not what the user expected, it can lead to a lower Quality Score.

Click through rate

Click-through rate (CTR) is a measurement of how many people click on your ad compared to the number of times it is displayed. A high CTR indicates that your ad is relevant and appealing to your target audience, which can result in a higher Quality Score.

Historical ad performance

Google’s Quality Score algorithm takes into account the historical performance of your ads, including their click-through rate, relevance and overall performance. If your ads have a history of underperforming, it can negatively affect your Quality Score.

By optimizing these additional factors, in addition to website speed, you can improve your overall Quality Score and your advertising performance.

Benefits of improved Quality Score

There are several benefits to improving your Quality Score. Here are some of them:

Lower costs per click

A higher Quality Score can lead to lower costs per clicks (CPC) for your ads. This is because Google rewards advertisers with high Quality Scores by giving them lower CPC prices.

Improved ad placement

A higher Quality Score can lead to an improved ad position on the Google search pages. This means your ads will appear higher on the page, which can increase your visibility and click-through rate.

Increased visibility of ads

A higher Quality Score can also lead to increased visibility for your ads. This is because your ads will appear more often when users search for the relevant keywords.

Increased number of impressions of ads

A higher Quality Score can lead to an increased number of impressions of your ads. This is because Google will show your ads more often if they have a high Quality Score.

Improved ROI

A higher Quality Score can lead to an improved return on investment (ROI) for your ads. This is because your ads will be shown to a more relevant and engaged audience, which can lead to more conversions and increased earnings.

Overall, improving your Quality Score can lead to better results and a more effective advertising campaign on Google Ads.


Optimizing your website’s speed is an important factor in improving your Quality Score. A higher Quality Score can lead to lower costs per clicks, improved ad placement and visibility, increased number of ad impressions and improved ROI.

Google values ​​the user experience highly, and a fast and responsive website is essential to achieve a high Quality Score. It is important to measure your website speed and implement techniques to improve it.

We encourage you to take action and optimize your website speed to improve your Quality Score and get the most out of your Google Ads campaigns. Use the techniques and tools we’ve presented in this article and regularly monitor your website’s speed and Quality Score to ensure you’re getting the best results.

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