Does your Quality Score suck? This is what I do: First, don't obsess over it too much it's just use it as a guide of where you may need to optimise, always focus on your actual KPIs! There's a chance you'll even see the worst QS keywords with the highest conversion rates! If you still want to try and optimise: eCTR: I'll always make sure my keywords show in the ad somehow (if I can) with dynamic keyword insertion. As well as ensuring you're adding benefits/USPs into the ads and CTAs. Landing Page Exp: This one's a bit harder as you may be limited to which landing page you can use. If there are a couple you can use, even if one provides a better QS I'd always rather a below average score but a higher conversion rate. If you can optimise it, make sure there's inclusion of the keywords/what you're offering in your ad is on that page too and the UX is silky smooth. Ad Relevance: This a mix of both of the above. Making sure your keywords are all represented by the ad (if not you make need to segment more). Finally, also ensure that the ad matches the landing page. What do you do to boost your Quality Score?