In the hyper-competitive digital auction of 2026, simply having a large budget is no longer enough to secure the top spot on search result pages. As Google’s algorithms have shifted toward “Intent-Based Matching” and AI-driven relevance, the Quality Score remains the most powerful lever for reducing your Cost Per Click (CPC) and improving your Ad Rank.

If you are looking for the Top 9 Ways to Improve Quality Score of Your PPC Campaign, you must look beyond basic keyword stuffing. Today’s Quality Score is a holistic reflection of your brand’s ability to provide a seamless, high-performance journey from the first click to the final conversion.

The 2026 Quality Score Formula

While the core components of Quality Score—Expected Click-Through Rate (CTR), Ad Relevance, and Landing Page Experience—remain, how Google measures them has changed. In 2026, the engine uses neural networks to determine if your landing page actually fulfills the promise made in your ad copy.

Here are the nine most effective tactics to master this metric today.

1. Optimize for “Semantic Intent” (Not Just Keywords)

In 2026, Google’s “Broad Match” is smarter than ever. To improve your Quality Score, your ad groups must be organized around Semantic Intent. Instead of clustering keywords by word match, cluster them by the user’s problem.

• Action: Ensure your ad copy addresses the solution to the query. If the keyword is “emergency plumber,” your ad should highlight “24/7 Rapid Response” rather than just repeating the keyword.

2. Boost Expected CTR with AI-Enhanced RSAs

Expected Click-Through Rate is a significant portion of your score. By 2026, Responsive Search Ads (RSAs) are mandatory.

• Action: Use Google’s AI suggestions to create 15 diverse headlines and 4 descriptions. Include unique selling propositions (USPs) like “Free AI Consultation” or “Next-Day Delivery” to differentiate your ad and drive higher engagement.

3. Implement Radical Landing Page Speed (INP focus)

Landing Page Experience is no longer just about content; it’s about technical performance. In 2026, Google factors Interaction to Next Paint (INP) into your Quality Score. If a user clicks your ad and the page feels sluggish or non-responsive, your score will plummet.

• Action: Optimize your landing page to load in under 1.5 seconds. Use modern image formats like AVIF and ensure your server-side rendering is optimized for mobile users.

4. Align Ad Copy with Landing Page “First Fold”

Google’s 2026 crawler performs a visual scan of your landing page to ensure the hero section matches the ad’s promise. This is one of the Top 9 Ways to Improve Quality Score of Your PPC Campaign because it reduces bounce rates.

• Action: If your ad mentions a “50% Discount,” that exact phrase must be prominent in the “First Fold” (the part of the page visible without scrolling) of your landing page.

5. Utilize Dynamic Keyword Insertion (DKI) Wisely

DKI remains a powerful tool for maintaining high Ad Relevance. It allows your ad to automatically update to include the specific keyword that triggered it.

• Action: Use DKI for long-tail keywords to make your ads feel hyper-relevant. However, ensure your default text is compelling in case the keyword is too long to display.

6. Eliminate “Jank” to Pass the CLS Test

Visual stability is a critical part of the 2026 user experience. If your landing page has a high Cumulative Layout Shift (CLS)—meaning elements jump around as they load—Google will lower your Quality Score to protect users from a frustrating experience.

• Action: Use CSS aspect-ratio boxes for images and ads to ensure your layout remains stable from the moment it begins to render.

7. Structure Ad Groups for Granularity

Large, bloated ad groups are the enemy of a 10/10 Quality Score. The more specific your ad group, the easier it is to write highly relevant copy.

• Action: Shift toward Single Intent Ad Groups (SIAGs). By narrowing the focus of each group, you ensure that the relationship between the keyword, the ad, and the landing page is airtight.

8. Use Extensions to Maximize Real Estate

In 2026, ad extensions (now called Assets) are vital for CTR. Sitelinks, callouts, and structured snippets provide more paths for the user to click, which improves your “Expected CTR” signal.

• Action: Add at least six sitelinks and four callout assets to every campaign. Use “Image Assets” to make your ad visually dominant, especially on mobile search results.

9. Leverage Negative Keywords to Filter Poor Intent

A high Quality Score isn’t just about who sees your ad; it’s about who doesn’t see it. Showing your ad to irrelevant users who won’t click will tank your CTR.

• Action: Regularly audit your Search Terms Report and add negative keywords for “free,” “jobs,” or “research” if you are running a high-intent sales campaign. This ensures your CTR stays high among qualified buyers.

Quality Score Impact Table: 2023 vs. 2026

Conclusion: The 10/10 Path

Mastering your Quality Score in 2026 requires a shift from “trickery” to “utility.” Google rewards advertisers who make the user’s life easier. By focusing on these Top 9 Ways to Improve Quality Score of Your PPC Campaign, you are doing more than just lowering your costs; you are building a high-conversion engine that respects the user’s time and intent.

As you optimize, remember that Quality Score is an aggregate. Improving your landing page speed can lift the score across your entire account, providing a massive boost to your overall PPC ROI.

For a deeper dive into technical optimization, you can visit the Google Ads Help Center or use the Google PageSpeed Insights tool to audit your landing page performance against 2026 benchmarks.