Google Ads Quality Score: Diagnose All 3 Components with AI

Start with the component ratings and a performance period

Retrieve the current Quality Score, all three component ratings, keyword status and campaign and ad group identifiers. Check a few returned keywords against Google Ads before relying on the connected report.

SourcetoMCP's Quality Score tool returns a current snapshot. It defaults to 200 rows and supports up to 1,000. Removed keywords are excluded by default, but paused keywords can still appear. The report has no campaign filter or pagination, so a capped result needs a wider review in Google Ads.

Separately retrieve keyword performance for a defined period, such as the last 28 complete days. Include campaign and ad group dimensions so the assistant can join the reports using campaign ID, ad group ID and keyword criterion ID. Identical keyword text can appear in different ad groups and match types.

Keep the account, currency, reporting dates and conversion definition visible. Assess paid enquiries, qualified leads or purchases according to the goal you actually measure.

Read the current keyword Quality Score report for [Google Ads account].
Include the three components, keyword status, match type and IDs.
Check the returned row count and any coverage warnings.

Retrieve keyword performance for [start date] to [end date], including
campaign and ad group dimensions, impressions, clicks, cost,
conversions and conversion value where relevant.

Join by campaign ID, ad group ID and criterion ID. Preserve unmatched
rows and missing ratings. Show current ratings separately from the
dated performance figures. Prepare recommendations for review.

Read the three components separately

Each component points to a different part of the search and click experience.

A missing score can occur when Google has insufficient exact-search information. Keep it recorded as unavailable. Converting a missing score to zero would create a false failure in your analysis. Google explains component ratings and unavailable scores.

Use the component ratings to choose an investigation. Two keywords with the same total score can need different changes.

Diagnose expected CTR with the keyword and offer

A below-average expected CTR rating gives you a reason to inspect whether the ad makes a relevant offer clear. The component rating is different from your report's observed CTR, which is calculated as clicks divided by impressions.

For example, 160 clicks from 4,000 impressions produce an observed CTR of 4%. That figure does not reveal Google's expected click probability or explain the component rating by itself.

Read the search terms and ad wording together. A query such as “google ads reporting template” calls for a different offer from “google ads agency”. Check whether the headline names the task, whether the description explains the offer and whether the call to action matches the next step.

Supply the current headlines and descriptions to the assistant through an export or pasted text. SourcetoMCP's ad performance report returns performance metrics and ad attributes. The report does not include responsive search ad headlines and descriptions.

Review keywords with below-average expected CTR using the supplied
search terms and current ad copy: [copy or export].

For each candidate, identify a specific mismatch or unclear offer,
quote the evidence, and draft two alternative messages using verified
product facts. Preserve Google's component rating separately from
observed CTR. Propose a test and its conversion success measure.

Test an offer the business can fulfil. Google recommends improving ad wording and matching the offer to the searcher's purpose in its ad and landing page guidance.

Diagnose ad relevance across the keyword and ad group

Inspect whether keywords in the same ad group require different messages. “SEO reporting software” and “SEO reporting template” share a topic, but the visitor can be looking for a product in one case and a ready-to-use document in the other.

Review the actual search terms before proposing changes. If the ad group uses one generic message for different tasks, consider a test with more specific ads or a separate group for a distinct task. Changing the structure alone leaves the visitor's experience unchanged. Google explains this in its guide to what affects ad quality.

Ask your assistant to map each relevant query group to a promise you can substantiate. For a template query, a promise of a downloadable template requires a real file. For software, the ad should describe an available feature or a clear demonstration.

Review below-average ad relevance ratings alongside the supplied
search terms, ad group structure and ad copy.

Group queries by the task the person wants to complete. Explain
where the current ad matches that task and where it fails to do so.
Propose specific copy or grouping changes, with supporting examples.
Keep recommendations separate from applied account changes.

Diagnose landing page experience with a page review

Open the actual destination for the affected keyword's ad. Check whether the page delivers the offer, explains the product or service and lets visitors complete the promised action.

For “google ads reporting template”, a general homepage leaves the visitor to find the promised resource. A relevant destination can show the template, explain its contents and provide the download action. A lead form or purchase page needs the equivalent match between the ad promise and the available action.

Review the page on mobile as well as desktop. Check that its main content and forms work, pricing or conditions are clear, and unnecessary steps do not block the task. Use measured page-speed results if you want to diagnose loading performance.

The Quality Score report supplies a component rating. Page text, screenshots, browser access and measured performance give the assistant evidence for a page review. Supply that evidence before asking it to name defects.

Review this landing page evidence: [URL with browser access, page
text, screenshots and measured speed results]. Compare it with this
keyword, search term and ad promise: [details].

Identify verified problems with offer consistency, finding information
and completing the promised action. Cite the page evidence for each
problem. List up to three changes to test, ranked by the size of the
obstacle. Mark checks requiring additional evidence as unresolved.

Google's landing page guidance recommends consistency between the query, ad and destination. A page review turns that principle into changes you can inspect and test.

Prioritise tests using conversion results

Use the weakest component alongside business performance. A low score on a keyword with little spend needs a different response from a weak component on a keyword driving a substantial share of enquiries.

This hypothetical example uses one currency and one reporting period. The lead target is $60 per conversion.

The first keyword's CPA is twice the target. That warrants investigation, but the component rating alone cannot prove why conversions are expensive. The second keyword meets the CPA target despite its lower score. Record qualified lead outcomes before deciding how much to change.

A score increase from 4 to 7 leaves unanswered whether cost per qualified lead improved. Track the conversion result that the campaign is supposed to deliver. Google's Quality Score best practices recommend prioritising high-value areas and using the score as a diagnostic.

Save the baseline and review the result

For each test, save the current component ratings, retrieval date, performance period, supporting evidence, proposed change and success measure. Record when the change went live and any simultaneous budget, bidding or tracking changes.

Allow for the account's conversion delay and sufficient traffic before interpreting a result. A planned two-week review can be a useful checkpoint, but the evidence available at that date determines whether the test has a clear outcome.

Google Ads provides historical Quality Score and component columns in its own interface, with daily segmentation. Use those columns or your saved snapshots to examine changes over time. SourcetoMCP's current Quality Score operation returns the latest available ratings and takes no date range. Google documents the historical columns.

For a broader account review, use the Google Ads audit checklist. Add your component tests to the weekly Google Ads optimisation workflow, with an owner, review date and conversion measure for each change.