It is built from three components Google reports alongside it: expected click through rate, ad relevance and landing page experience, each marked as above average, average or below average. The score is a diagnostic of past performance rather than a live input, but the underlying quality signals feed Ad Rank, which is why a more relevant advertiser can appear above a higher bidder and pay less per click. Low scores usually mean a mismatch somewhere in the chain from keyword to ad text to the page the click lands on.
The fix is structural, not clever copy. Group keywords tightly so each ad group covers one idea, write ads that use the actual phrasing of those keywords, and send clicks to a page specifically about that service rather than the homepage. A contractor running one ad group containing roof repair, gutter cleaning and window replacement, all pointing at the homepage, will get poor relevance marks and pay more for every click. Split it into three ad groups with three matching landing pages and the same budget buys more.
Send the site over. We will tell you what is broken, what you could rank for, and whether AI search knows you exist. No charge and no pitch deck.
