Quality Score below 5 even after perfect ad copy - what am I missing?

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DriftKoala

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Running a lead gen campaign for home services niche. My CTR is around 6-7% which is decent, my landing page is tight, relevance seems solid, but Quality Score keeps sitting at 4/10 on my main keywords.
Been running this account for about 3 months. Budget is $80/day. I've matched the keyword in the headline and first description line. What else could be dragging QS down? Is it historical account performance weighing it? Anyone dealt with this before and what actually moved the needle for you?
 
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according to my experience it's either the landing page experience that has issues and you'll have to fix it

Or the expected CTR is being judged against competitors in the exact auction
 
A 4/10 QS with good CTR usually means Google doesn’t fully trust the landing page experience or account history yet. What moved the needle for me was tightening ad group intent, improving page speed and cutting broad keywords that were bringing mixed traffic.
 
The quality score isn't determined solely by the ad; the landing page is also very important.
 
DriftKoala said:
Running a lead gen campaign for home services niche. My CTR is around 6-7% which is decent, my landing page is tight, relevance seems solid, but Quality Score keeps sitting at 4/10 on my main keywords.
Been running this account for about 3 months. Budget is $80/day. I've matched the keyword in the headline and first description line. What else could be dragging QS down? Is it historical account performance weighing it? Anyone dealt with this before and what actually moved the needle for you?
Click to expand...
From what I've seen, low QS even with good CTR usually comes from landing page experience or keyword intent mismatch. sometimes board match traffic also hurts quality score even when ad copy looks perfect.
 
ad copy is only one part bro, landing page and keyword relevance matters a lot too.
i had good copy before but QS still bad until i fixed page speed and made landing match keywords better.
 
Could be expected CTR or landing page experience still holding you back. Google says “relevant” but sometimes page speed, mobile UX or too broad match keywords hurt QS badly. I had keywords stuck at 4/10 until I split ad groups tighter and added more exact match terms.
 
If you've been running at 80 a day for 3 months, try to increase the budget
 
You’re likely missing landing page relevance, expected CTR signals, or keyword–intent alignment, not just ad copy quality.
 
DriftKoala said:
Running a lead gen campaign for home services niche. My CTR is around 6-7% which is decent, my landing page is tight, relevance seems solid, but Quality Score keeps sitting at 4/10 on my main keywords.
Been running this account for about 3 months. Budget is $80/day. I've matched the keyword in the headline and first description line. What else could be dragging QS down? Is it historical account performance weighing it? Anyone dealt with this before and what actually moved the needle for you?
Click to expand...
Your CTR could be the issue. A low click-through rate can lead to a lower quality score.
 
Google may expect very high CTRs, especially if your ad is near the top. If competitors are getting 10–15%+ your QS will come down
 
Check your Landing Page Experience component in the keywords tab, as site speed, unique localized content, and explicit privacy policies usually move the needle for home services QS when CTR is already solid.
 
Check your 'Landing Page Experience' component in the QS breakdown; for home services, adding clear trust signals (reviews, license numbers) and matching the exact intent of the keyword on the page usually pushes it past 5.
 
Having the keyword in the headline helps, but Google also looks at how well your ad matches the search. Test a few ad variations and focus on search intent.
 
QS usually isn’t just ad copy, it’s more about expected CTR + landing page experience + auction history. Even with good CTR, if Google thinks conversions are weak (or competitors are stronger), it’ll stay low.

In home services, tight geo + higher intent keywords + improving CVR usually moves it more than rewriting ads again.
 
checkout your page speed and landing page experience column, sometimes google hates mobile load times even if the copy is perfect.
 
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