How To Improve Ad Rank in Google Ads?
(Without Just Spending More)
If your ads aren’t showing at the top of Google or worse, not showing at all, you’ve probably asked yourself:
“How to improve Ad Rank in Google Ads?”
Ad Rank determines where and if your ads appear in Google Search results. A low Ad Rank means fewer clicks, wasted budget, and lost leads. But here’s the good news: you can improve Ad Rank without increasing your budget – you just need the right strategy.
In this guide, we’ll explain:
– What Ad Rank is
– How it’s calculated
– And most importantly, how to improve Ad Rank in Google Ads to get better results from your campaigns.
What Is Ad Rank in Google Ads?
Ad Rank is Google’s formula for deciding where your ad shows on the search results page—and whether it appears at all.
It’s based on several key factors:
– Your bid – What you’re willing to pay per click
– Ad quality – Includes relevance, expected click-through rate (CTR), and landing page experience
– Ad extensions – Extra features like site links or call buttons
– Auction competitiveness – Who else is bidding on the same terms
– Context of the search – The user’s device, location, time of day, etc.
Even if a competitor bids more, you can outrank them with a higher-quality ad.
Why Does Ad Rank Matter?
A higher Ad Rank can lead to:
– Better ad positions (closer to the top of the page)
– Lower cost per click (CPC)
– More visibility and conversions
If your Ad Rank is too low, your ad might not appear at all—or you’ll pay more for every click. Either way, it hurts your performance.
How to Improve Ad Rank in Google Ads
Now for the good stuff. Let’s walk through how to improve Ad Rank in Google Ads, step-by-step.
1. Improve Your Quality Score
Google gives each keyword a Quality Score from 1 to 10. The higher the score, the better your Ad Rank.
Focus on:
– Ad relevance – Make sure your ads match the keywords you’re targeting
– Landing page experience – Keep it fast, mobile-friendly, and on-topic
– Expected CTR – Write compelling, click-worthy ad copy
Pro tip: Use dynamic keyword insertion to increase relevance and boost your expected CTR.
2. Use More Relevant Keywords
A clean keyword list = a stronger campaign.
– Audit regularly and remove low performers
– Focus on long-tail keywords for better targeting
– Use exact and phrase match for tighter control
– Add negative keywords to avoid irrelevant clicks
The more relevant your keywords, the more Google will reward your ads with better Ad Rank.
3. Optimise Your Ad Copy for Clicks
To lift your Ad Rank, you need higher expected click-through rates.
Craft ads that:
– Include your main keyword in the headline
– Speak directly to user intent
– Offer a clear value proposition
– Have a strong call to action
Split-test multiple versions to find what resonates most with your audience.
4. Use All Relevant Ad Extensions
Ad extensions = bigger, more valuable ads and better Ad Rank.
Add:
– Sitelinks – Link to more pages on your site
– Callouts – Feature perks like “Free Delivery” or “Rated 5 Stars”
– Structured snippets – Highlight services or categories
– Call extensions – Let users call you straight from the ad
More info = better user experience = better Ad Rank.
5. Create a High-Quality Landing Page
The experience after the click matters too.
To improve your landing page experience:
– Ensure fast load speed (under 3 seconds)
– Make it mobile-optimised
– Keep the messaging aligned with your ad
– Include one clear call to action
A poor landing page will drag down your Quality Score and your Ad Rank.
6. Adjust Your Bids Intelligently
Yes, Ad Rank isn’t just about bids, but they still count.
Use automated bidding if you’re managing multiple campaigns
– Increase bids on high-converting keywords
– Reduce bids on under-performers
Don’t just throw money at it, pair bids with better quality and targeting
7. Monitor & Optimise Regularly
Ad Rank fluctuates with every auction. Keep your campaigns healthy by:
– Reviewing performance weekly or bi-weekly
– Monitoring Quality Scores
– Testing new ad copy and extensions
– Adding negative keywords to improve targeting
The key to improving Ad Rank over time? Consistent optimisation.
Improving Ad Rank Is About Strategy, Not Spend
If you’re still asking “How to improve Ad Rank in Google Ads?”, remember, it’s not about outspending the competition. It’s about outsmarting them.
With better keywords, more relevant ads, improved landing pages, and smart bid strategies, you can climb the rankings, increase clicks, and lower your costs.
Tired of second-guessing your way through Google Ads? Let’s change that.
Co Thought Digital specialises in smart Google Ads strategies that improve Ad Rank, reduce wasted spend, and drive more leads for your business.