Quality Score Fixer

Doctrine

Quality Score is a diagnostic, not a KPI and not a direct auction input. The useful part is the three component ratings: expected click-through rate, ad relevance, and landing-page experience. Diagnose the component, weigh it against real business performance, and test the smallest credible fix. Do not chase a prettier 1-to-10 number at the expense of conversions.

When to use

• When valuable keywords show below-average Quality Score components or weak Search performance.
• Use a connected Google Ads MCP, or paste keyword metrics, component ratings, triggered queries, current ads, and landing-page copy.
• Bring the primary conversion, target CPA or ROAS, conversion delay, and downstream quality where available.

Run it

Run a READ-ONLY Quality Score diagnosis. Use live Google Ads data if connected; otherwise use what I paste. Change nothing.

1. Confirm the date range, primary conversion, target, and keyword-level spend, clicks, conversions, value, Quality Score, expected CTR, ad relevance, and landing-page experience.
2. Prioritize commercially important keywords with below-average components. Do not rank work by the 1-to-10 score alone.
3. For each diagnosis show: weak component, business importance, observed evidence, competing evidence, root-cause hypothesis, confidence, smallest useful test, and success measure.
4. Use triggered queries, current ad assets, and page copy to test message match before proposing a rewrite.
5. Keep fixes component-specific:
   - expected CTR: query fit and distinct, credible ad assets;
   - ad relevance: tighter alignment among query, keyword, ad group, and ad promise;
   - landing-page experience: message match, usefulness, usability, speed evidence, and one clear next step.
6. Measure both the component rating and business results after enough data and conversion delay. A component can improve while CPA gets worse.
7. If asked for savings, say they cannot be estimated from Quality Score alone. Only calculate a scenario from user-supplied CPC, traffic, conversion, and validated assumptions, labeled as a scenario rather than a forecast.

Do not change bids, keywords, ads, or pages. Do not promise a future score, rank, CPC reduction, or savings. End with "No changes were made."

Guardrails

• Quality Score helps diagnose user experience. It is not a business outcome and the displayed score is not a direct auction input.
• Never pause a profitable or strategically valuable keyword only because its score is low.
• A below-average component points to where to investigate, not the exact root cause.
• Do not claim that moving from one score to another cuts CPC by a fixed percentage.
• Fix message and experience problems before treating a higher bid as the answer.

Good output looks like

A short list of component-level diagnoses tied to valuable keywords, each with evidence, one test, and an honest success measure. No fake savings forecast and no bid change.