If you’ve been running campaigns on Google Ads, you’ve probably wondered how to improve your ad rank. A higher ad rank doesn’t just improve your ad visibility, it also lowers your CPC (Cost-Per-Click) – meaning more results for less money!
In this guide, I’ll break down how to improve your ad rank step-by-step, just like I do for my clients.
🔍 What is Ad Rank?
Google defines Ad Rank as a value used to determine:
- Whether your ad is eligible to appear
- Where on the page your ad will show compared to others
So, improving your ad rank means your ads appear higher and cost less. Win-win!
🛠️ 1. Focus on Quality Score
Your Quality Score is a critical part of ad rank. It’s rated from 1 to 10, and anything below 8 can harm your performance.
Here’s how to boost your quality score:
- Use highly relevant keywords
- Match keywords with ad copy
- Ensure your landing page is aligned with the ad
If you’re seeing 6/10 or 7/10 scores, it’s time to optimize. Aim for 8/10 to 10/10.
🔗 2. Relevancy is Everything
Google LOVES relevance.
Here’s what matters:
- Relevant Ad Copy to the Keyword
- Relevant Landing Page content
- Structured ad groups with tight keyword themes
Don’t throw 20 keywords into one ad group. Instead, go for 1-2 keywords per ad group, and write ad copy tailored to each.
📈 3. Improve Your CTR (Click-Through Rate)
CTR is a direct signal to Google about ad relevance.
Tips to increase CTR:
- Use numbers, symbols, and urgency in your headlines (e.g., “Limited Offer – 50% Off”)
- Add emotional triggers like “Best in Class” or “100+ 5-Star Reviews”
- Utilize ad extensions (more on that below)
Higher CTR = Better Quality Score = Higher Ad Rank.
🧩 4. Leverage Ad Assets (Extensions)
Use Ad Extensions (now called Assets) to add more value:
- Sitelink Extensions
- Call Extensions
- Location Extensions
- Price & Promotion Extensions
These not only boost CTR but also enhance trust and make your ad stand out against competitors.
🧪 5. Optimize Your Landing Page
A poor landing page can crush your ad rank. Ensure your landing page:
- Loads fast on mobile
- Matches the keyword + ad copy
- Has clear CTAs (Calls-to-Action)
- Includes trust signals (testimonials, badges, reviews)
Tools like SpyFu can help analyze competitors’ landing pages for inspiration.
🔍 6. Monitor Search Terms + Add Negatives
Review your search terms report regularly and:
- Add negative keywords to block unqualified traffic
- Refine match types to better target intent
- Remove terms that waste spend or don’t convert
This tightens your targeting and improves relevancy.
💸 7. Bid Adjustments: Devices, Locations, Time
Use bid adjustments to increase performance:
- Boost bids for high-converting locations
- Lower bids for devices or times with low ROI
- Use Ad Schedule to only run ads during peak hours
Every % increase in conversion can boost ad rank and cut wasted spend.
🧠 Final Thoughts
Improving your Ad Rank isn’t rocket science — but it does require strategy, structure, and ongoing optimization. Here’s a recap:
✅ Optimize Quality Score
✅ Structure ad groups by intent
✅ Use ad extensions to boost CTR
✅ Improve landing page experience
✅ Monitor search terms & adjust bids
✅ Stay consistent with relevance throughout
🙋 Need Help With Google Ads?
If you’re looking for:
- A Google Ads audit
- A high-converting setup
- Or full campaign management
I’m a Google Certified Partner with years of experience. My team and I are ready to help you grow.
📩 Contact me here and let’s scale your business through PPC.
