Advice to improve my Quality Score or bidding strategy?

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Topic summary

A Google Ads advertiser is spending $1,200/month with an average CPC of $1.80—higher than competitors—and Quality Scores ranging from 6-7. They’re seeking ways to reduce costs while maintaining visibility on branded and product category keywords.

Key recommendations provided:

Quality Score improvements:

  • Optimize ad copy to closely match search intent using Dynamic Keyword Insertion
  • Implement Responsive Search Ads with 12-15 headline variations
  • Enhance landing page relevance and load speed
  • Add ad extensions (sitelinks, callouts, structured snippets) to boost CTR

Bidding strategy adjustments:

  • Switch from Manual CPC to Target ROAS or Maximize Conversions
  • Use ad schedule adjustments to bid lower during low-converting periods
  • Review Auction Insights to understand competitor bidding patterns

Keyword management:

  • Use exact or phrase match instead of broad match to avoid irrelevant queries
  • Regularly review Search Terms Report and add negative keywords (“cheap,” “used,” “scam”)
  • For branded keywords, implement a “brand defense” strategy with compelling CTAs

The discussion emphasizes that competitors likely have higher Quality Scores (8-10), enabling lower CPCs. Improving ad relevance, expected CTR, and landing page experience are identified as the primary paths to cost reduction.

Summarized with AI on November 1. AI used: claude-sonnet-4-5-20250929.
1

I spend $1,200/month on Google Ads, targeting branded keywords and product categories, but my CPC averages $1.80, higher than my competitors. My Quality Score is between 6 and 7 for most ads.

What steps can I take to lower my CPC while maintaining ad visibility? Are there specific ways to improve my Quality Score or bidding strategy?

Feel free to give me some tips on this. Thank you community

2

Hi @DracoStones88

It sounds like you’re managing a solid Google Ads campaign but struggling with a high cost-per-click (CPC) compared to competitors. Since your Quality Score is in the 6-7 range, there’s definitely room for improvement, which can help lower CPC while maintaining (or even improving) your ad visibility.

Understanding the Issue

Your CPC is averaging $1.80, and your Quality Score (QS) is 6-7—which isn’t bad, but ideally, you want it closer to 8-10 to maximize efficiency. Since you’re bidding on branded keywords and product categories, the main areas to focus on are Ad Relevance, Expected Click-Through Rate (CTR), and Landing Page Experience—the three factors that influence QS.

Steps to Reduce CPC & Improve Quality Score

Here’s a practical approach you can take:

1. Optimize Ad Copy for Higher Relevance- Check if your ad text closely matches the search intent for your branded and category keywords. Google rewards relevance, so ensure your headlines and descriptions include the exact terms users are searching for.

Try Dynamic Keyword Insertion (DKI) to make ads more personalized:

Headline: Shop {KeyWord:Your Brand} – Official Store

  • A/B test ad variations with different calls to action (CTAs) to boost engagement.

2. Improve Expected CTR- Use Responsive Search Ads (RSAs) with at least 12-15 variations of headlines and 4 descriptions to maximize performance.

  • Include numbers, power words, and urgency-driven CTAs (e.g., “Limited Offer,” “Official Site,” “20% Off Today”).
  • Test different ad extensions like sitelinks, callouts, and structured snippets—these improve CTR, which helps Quality Score.

3. Optimize Your Landing Pages- If bounce rate is high or conversions are low, Google will lower your QS.

  • Ensure fast page load speeds (under 3 seconds) and mobile-friendliness—test with Google’s PageSpeed Insights.
  • Keep messaging consistent between the ad and the landing page. If users click on “Shop Men’s Running Shoes,” the landing page should be filtered to Men’s Running Shoes (not a generic homepage).
  • Consider adding trust signals (reviews, guarantees, shipping details) to boost conversions.

4. Adjust Your Bidding Strategy- If your competitors have a lower CPC, they might be bidding smarter rather than bidding more. Try switching from Manual CPC to Target ROAS (Return on Ad Spend) or Maximize Conversions.

  • Bid lower on low-converting times/days using Google Ads Ad Schedule Adjustments.
  • Analyze Auction Insights to see if competitors are consistently outbidding you.

5. Use Negative Keywords to Reduce Wasteful Spend- Check Search Terms Report for irrelevant searches eating your budget.

  • If you sell premium products, exclude searches like “cheap,” “free,” “used.”
  • Regularly update negative keyword lists to filter out unqualified traffic.

Final Thoughts

Reducing CPC while maintaining strong visibility comes down to maximizing Quality Score, improving relevance, and refining your bidding strategy. Start by tweaking ad copy, CTR strategies, and landing pages, and then fine-tune bidding tactics and negative keywords for better cost efficiency.

If you need any other assistance, feel free to reply and I will try my best to help.
Best regards,
Daisy

3

Hey DracoStones88,

So yes you do have to improve your ad quality score. DaisyVo has mostly covered all the tips.

I want to share some tips about using branded keywords. So branded keywords usually have a lower CPC, but because you have a mid range quality score you are most likely paying more than your competitors. They probably have better quality scores thus the difference.

You can use a ‘brand defense’ strategy to get appear above your competitors/get more visibility. (I am not sure if you’re a reseller of a brand or the brand is originally yours)

  • “Official Site – Free 2-Day Shipping!”
  • “Buy Direct – Exclusive Discounts Available!”

Avoid using broad match keywords instead of exact match or phrase match, your ads might show for irrelevant queries, driving up CPC. Use exact match (e.g., [Nike Running Shoes]) or phrase match (“Nike Running Shoes”) instead of broad match.
Monitor your search terms report to add negative keywords like “scam,” “used,” or “cheap” if those are not relevant. Use negative keywords as well.

If you’re using “Maximize Clicks” or “Target Impression Share”, Google may be aggressively bidding to dominate ad placements, increasing CPC. Switch to “Target ROAS” or Manual CPC if conversions matter more than impressions.

Hope this helps!