The Paid Search Podcast – Episode 483: PPC Basics: How to Improve Quality Score

Host: Chris Schaeffer
Date: October 13, 2025

Episode Overview

In this episode, Google Ads specialist Chris Schaeffer takes a deep dive into the foundational concept of Quality Score in Google Ads. He clarifies persistent myths, defines what Quality Score is (and isn't), details the steps to improve it, and outlines what does not influence it—addressing common misunderstandings in the PPC community. He finishes by answering a listener’s question about the value of Demand Gen and Display campaigns for remarketing and lead generation.

Main Discussion Points & Key Insights

1. What is Quality Score and Why Does It Matter? (08:10–14:10)

• Definition:
  “Quality Score, as simple as possible, is a rating from 1 to 10 measuring how relevant your keywords, ads, web pages are to the person that is seeing your ad in that moment.”
  — Chris Schaeffer (08:28)
• Where it's Seen:
  Usually appears at the keyword level, but Google increasingly hides scores for some keywords even if they’re active.
• Practical Impact:
  “It costs more money for you to run keywords with a Quality Score of 1, 2, 3 than it does to run keywords with Quality Scores of 7, 8, 9, and 10.”
  — Chris Schaeffer (10:28)
• Realistic Expectations:
  Scores of 10 are usually only attainable on branded keywords. Most advertisers will max out around 7 or 8.

2. Six Steps to Improving Your Quality Score (14:10–29:40)

Chris lays out a clear, step-by-step “quality score process,” using the example of a rodent removal business:

• Step 1: Establish a Campaign Goal
  • Example: “I want people to contact me for my rodent removal services.”
• Step 2: Establish an Ad Group Target
  • Break down services into focused ad groups (e.g. ‘squirrel removal’ within rodent removal).
• Step 3: Choose Relevant Keywords
  • Select 10–20 high-intent, specific keywords per ad group.
    “You do not need a huge number of keywords here. Pick a few.” (18:18)
• Step 4: Write Direct, Themed Ads
  • Keep ad copy tightly focused on the ad group theme instead of generic or branded content.
  • On using your company name in ads:
    “That does not improve your click through rate chances. That does not improve your relevance. It is a waste of incredibly valuable characters in ad copy...”
    — Chris Schaeffer (21:25)
• Step 5: Point Ads to Relevant Landing Pages
  • Ensure the destination page matches the user’s search intent and ad focus.
• Step 6: Repeat for Every Service/Product
  • Use this process for each distinct offering.

In essence: Align keyword ➔ ad copy ➔ landing page for each ad group for maximum relevance and performance.

3. Lightning Round: What Does Not Improve Quality Score (29:40–35:18)

Chris debunks nine widespread PPC myths and “gimmicks,” warning against wasted effort:

1. Changing Keyword Match Types
   Going from broad to phrase to exact match “does not directly improve your quality score. It’s a gimmick. It’s baloney.” (29:57)
2. Using Every Keyword Match Type in the Same Ad Group
3. Adding More Keywords
4. Using a Specific Bidding Strategy
5. Increasing Budget
6. Improving Optimization Score
   • “Optimization score is not quality score. Do not mix those up.” (33:02)
7. Having a Higher Ad Rank Score
8. Adding More Extensions/Assets
   • Extensions can impact ad rank slightly, but not Quality Score.
9. Other Hacks/Shortcuts
   • “Hacks don’t belong in Google Ads. Save your hacks for that stupid SEO stuff.” (30:47)

4. Listener Question: Demand Gen vs. Display for Remarketing (35:19–end)

Question from Elias (London, UK):

Should I advertise on Demand Gen or Display for remarketing and lead generation? Is Demand Gen just a higher quality version of display campaigns?

Chris’s Answer:

• Demand Gen:
  “Demand gen does not show on websites, standard, just normal websites. It's going to show in the Google environment, YouTube, Gmail, stuff like that. I'm not interested in that...” (36:44)
  • Fewer options, less control & data; likened to Smart Display—easier, but less powerful.
• Display Campaigns:
  “If you want the full capacity, the full dashboard of options, display campaigns is the only way to go.” (37:40)
• Remarketing:
  “I think dollar for dollar, I think remarketing is really the only investment that's truly worth it. I think every business that can remarket should put a few bucks into it... It's like a free billboard to anyone who's been to your website.” (38:23)
• General Display:
  Worth it, but results can be “completely immeasurable… so small it's very difficult to measure,” with high bounce rates, low CTR, and questionable conversions. Useful for brand lift in some rare scenarios.
• Overall Recommendation:
  For most, focus on optimizing and scaling Search until you’re truly saturated/at capacity, then consider putting extra budget into Display.

Notable Quotes & Memorable Moments

• “You do not brand. You do not acquire or push forward brand awareness in your lead generation search campaigns on Google… Stop using your company name.” (21:37)
• “Optimization score is not quality score… You can completely ignore [optimization score], it's baloney. Worthless.” (33:11)
• “Hacks don’t belong in Google Ads. Save your hacks for that stupid SEO stuff.” (30:47)
• “Most people are not going to hit the ceiling on [Search campaigns]... that's why there's always people struggling for success in Google Ads: because it's hard to attain it, it's hard to reach it.” (44:29)

Timestamps for Key Segments

• 08:10 – Defining Quality Score and Its Importance
• 14:10 – The Six Steps to Improving Quality Score
• 21:25 – Why You Shouldn’t Use Your Company Name in Ad Copy
• 29:40 – Lightning Round: What Doesn’t Improve Quality Score
• 33:02 – Optimization Score vs. Quality Score
• 35:19 – Listener Question: Demand Gen vs Display for Remarketing
• 38:23 – Is Display/Remarketing Worth It?
• 44:29 – General Strategy Advice for Budget Allocation

Summary Takeaways

• Quality Score is about relevancy between keywords, ads, and landing pages—and not about tricks or arbitrary campaign setting changes.
• Focus on detailed alignment and relevance at every step—from keyword to ad to landing page.
• Ignore myths: No amount of tweaking bid strategy, budgets, or match types will substitute for relevance.
• For remarketing and broader lead generation, retargeting via Display is advised, but most advertisers should maximize Search before shifting spend.

For more Google Ads tips and direct Q&A, catch Chris every Monday, or visit PaidSearchPodcast.com.