Landing page experience is one of the three parts of a Google Ads Quality Score. Google describes it as how relevant and useful your page is to people who click your ad. Its help pages point to matching the ad, useful original information, easy actions, a mobile friendly layout and fast loading.
| Component | Google's description | Possible status |
|---|---|---|
| Expected clickthrough rate | The likelihood that your ad will be clicked when shown | Above average, Average, Below average |
| Ad relevance | How closely your ad matches the intent behind a user's search | Above average, Average, Below average |
| Landing page experience | How relevant and useful your landing page is to people who click your ad | Above average, Average, Below average |
Updated
If you pay for search ads, the page people land on is part of what Google grades. A weak page can hold back an otherwise good ad. This guide sticks to what Google itself publishes about the landing page part of Quality Score, then gives you a checklist you can run against your own page in a couple of minutes.
Tick each statement that is true for the page your ad sends people to.
Each line below is a quote or close paraphrase from Google Ads Help, with what it means for a small business page.
| Google's advice | What to do on your page |
|---|---|
| Choose a landing page that closely matches your ad and keywords | One page per service, linked from the ad group for that service |
| Mirror the call-to-action in your ad text | Same verb on the button as in the ad |
| Provide useful, original information | Your own prices, photos, process and reviews |
| Don't make people hunt around for information | Answer price, area and timing questions on the page |
| Avoid cluttering your site with too many ads or pop-ups | No entry pop-up over the offer |
| Keep it quick, make it easy to contact you, use simple navigation (mobile) | Tap-to-call link, short menu, light images |
Two small pieces that cover several checks at once: a heading that repeats the ad, and a phone link that works with one tap on mobile.
Swap in your own offer and number. The tel: link opens the phone dialer on mobile devices.
<section style="padding:16px;border-radius:12px;background:#f3f7ff">
<h1 style="margin:0 0 8px;font-size:22px">Same-day drain cleaning in Leeds</h1>
<p style="margin:0 0 12px">Fixed price from £89. Booked online or by phone, 7 days a week.</p>
<a href="tel:+441130000000" style="display:inline-block;padding:10px 16px;border-radius:999px;background:#1d4ed8;color:#fff;text-decoration:none">Call now: 0113 000 0000</a>
</section>Google's advice falls into a few groups. Relevance: choose a page that closely matches your ad and keywords, and mirror the call to action from the ad. Content: provide useful, original information about what you advertise. Ease: make it quick to take the action you want and do not make people hunt for information.
Mobile gets its own attention. Google reminds advertisers that many customers visit on a phone, where it is harder to find things, and suggests keeping the page quick, making it easy to contact you and using simple navigation.
The status sits next to each keyword in the Keywords view once you add the Quality Score columns. The separate Landing pages report lists the URLs your ads send people to with clicks, impressions, clickthrough rate and a mobile-friendly click rate.
Google also suggests using conversion rate as a stand-in for a good landing page experience. If you have conversion tracking set up, compare conversion rates between pages before and after a change.
A status of Above average. Google rates the component Above average, Average or Below average, comparing you with other advertisers whose ads showed for the exact same search over the last 90 days.
Google does not list a single cause. Its advice for Below average and Average pages is to give people what they are looking for, keep messaging consistent from ad to page, make the site mobile friendly and improve loading speed.
No. Google says plainly that Quality Score is not an input in the ad auction. It calls it a diagnostic tool, scored 1 to 10 at the keyword level, so treat it as a guide to fixes rather than a number to chase.
Google lists Improve loading speed among the practices for pages rated Average or Below average, and its Landing pages report help calls faster page speed one of the best and easiest ways to improve mobile ad results.
Google's own advice suggests it: adding reviews that show real opinions from other customers is given as an example of useful, original information. Only use real reviews you have permission to show.
Related: How to make a website faster, Build a landing page that converts, PPC advertising for beginners, Google Ads conversion tracking, What is a landing page.
Start for free or see all free tools. We.Inc is free to start, with no card needed. AI building is on paid plans from $20 a month.
We.Inc is an AI-powered website builder you can resell under your own brand. Launch a branded client dashboard, bill on Stripe Connect, and deliver AI-generated websites in minutes. White-label plans start at $99 a month for 25 client sites, with a 7-day free trial and no per-site fees.