In the competitive world of digital advertising in 2025, a high Quality Score is the difference between a profitable campaign and a wasted budget. Google Ads uses this metric to determine your ad rank and how much you pay per click. While many advertisers focus on the top 9 ways to improve quality score of your PPC campaign—such as basic keyword matching and ad copy—true 2025 success requires a deeper, more technical approach.
By improving your Quality Score, you can achieve higher ad positions at a lower cost per click (CPC). Here are 15 technical ways to optimize your score and maximize your ROI this year.
- Optimize for Interaction to Next Paint (INP)
As of 2025, INP is a critical part of the Core Web Vitals that Google uses to judge Landing Page Experience. If your landing page is slow to respond when a user clicks a button or interacts with a menu, your Quality Score will suffer. Use the Chrome DevTools to identify and reduce main-thread blocking tasks.
- Implement Dynamic Keyword Insertion (DKI)
DKI is a technical feature that automatically updates your ad text to include the exact keywords that triggered your ad. This significantly boosts your Expected Click-Through Rate (CTR)—a core component of Quality Score—by making your ads appear hyper-relevant to every unique search query.
- Use Tight Keyword Themes (SKAGs or STAGs)
Moving away from broad ad groups is essential. By utilizing Single Keyword Ad Groups (SKAGs) or Single Topic Ad Groups (STAGs), you ensure a 1:1 relationship between the keyword, the ad copy, and the landing page. This technical alignment maximizes your “Ad Relevance” score.
- Leverage RSAs with Ad Strength Optimization
Responsive Search Ads (RSAs) are the standard in 2025. To improve Quality Score, you must provide the maximum number of headlines and descriptions. Use the “Ad Strength” tool to ensure your assets are diverse and include high-performing technical keywords.
- Prioritize Landing Page “Scent” and Relevance
The browser and Google’s crawlers look for “scent”—the continuity between the ad and the page. Technically, this means ensuring your H1 tags and metadata exactly match the high-intent keywords in your ad group. If a user clicks an ad for “Red Leather Boots” and lands on a page titled “All Shoes,” your score will drop.
- Implement Schema Markup for Merchant Center
For e-commerce advertisers, technical SEO is PPC’s best friend. By implementing “Product Schema” on your landing pages, you provide Google with structured data about price, availability, and reviews. This transparency improves the “Landing Page Experience” component of your Quality Score.
- Utilize Negative Keyword Scripting
Broad and phrase match types can often trigger irrelevant queries. Use Google Ads Scripts to automatically add low-CTR terms to your negative keyword list. By filtering out “junk” traffic, you protect your Expected CTR and keep your Quality Score high.
- Optimize Mobile Page Speed with WebP and AVIF
In 2025, images must be served in modern formats like WebP or AVIF. Large, unoptimized images cause “Largest Contentful Paint” (LCP) delays, which Google interprets as a poor landing page experience. Use a CDN to serve compressed images based on the user’s device.
- Fix Redirect Chains and 404 Errors
Technically, every millisecond counts. If your ad points to a URL that goes through multiple redirects (HTTP to HTTPS to WWW), you are slowing down the user. Ensure your Final URLs are direct and that your tracking parameters don’t cause 404 errors on specific browsers.
- Align Geotargeting with Local Content
If you are targeting specific cities, your landing page should dynamically reflect that. Use scripts to change the city name or local offer on the page based on the user’s location. This hyper-relevance significantly improves the user’s “time on site,” signaling a high-quality landing page to Google.
- Enhance Accessibility (WCAG Compliance)
Google prioritizes inclusive experiences. Ensure your landing pages have proper contrast ratios, alt text for images, and are navigable by keyboard. An accessible site is viewed as a high-quality site by both users and the Google Ads crawler.
- Use Value-Based Bidding with Offline Conversions
By feeding “Offline Conversion” data back into Google Ads via API, you tell Google which keywords lead to actual profit, not just clicks. This helps the AI optimize for higher-quality traffic, which naturally improves your campaign’s overall health and scores.
- Optimize “Cumulative Layout Shift” (CLS)
Nothing ruins a landing page experience faster than elements “jumping” around while the page loads. Ensure your CSS reserves space for images and ads. A stable visual experience is a key technical requirement for a high Landing Page Experience score.
- Employ A/B Testing on Landing Page Elements
Use tools like Google Optimize alternatives to test different CTA placements and hero images. Data-driven UX improvements directly influence “Time on Page” and “Bounce Rate,” which are proxy metrics for Quality Score.
- Server-Side Tracking for Accurate Data
With the decline of third-party cookies, client-side tracking is becoming less reliable. Implementing server-side tracking (via Google Tag Manager) ensures your conversion data and CTRs are reported accurately, giving the Google Ads algorithm the correct data to calculate your Quality Score.
Conclusion: Dominating the Auction in 2025
Mastering the top 9 ways to improve quality score of your PPC campaign is just the beginning. To truly excel in 2025, you must bridge the gap between marketing strategy and technical execution.
A high Quality Score isn’t just a number; it’s a reflection of how well you serve your audience. By focusing on speed, relevance, and technical stability, you ensure that your PPC campaigns remain competitive, affordable, and, most importantly, profitable. For more help on technical PPC, check out the Google Ads Help Center for official Quality Score documentation.
