Recruitment Google Ads: 5 Simple Ways to Improve Your Quality Score

Running Google Ads is a great way to supplement your existing SEO campaign. It can help you obtain more traffic, which can help improve your chances of generating more leads. However, not many recruiters make the most of this marketing strategy. It’s either they didn’t know how or they were afraid of making the wrong bids and going over their budget. 

An advantage of using Google Ads is that you have full control over every aspect of your campaign. When done correctly, you can reach a wider audience without spending a significant amount of money. Also, there are ways to reduce your marketing expenses further.

Google Ads Quality Score Explained

If you’re an existing user or this is your first time using recruitment Google Ads, you can further reduce your expenses by merely improving your ads’ quality score. Contrary to popular belief, the quality score is not a key performance indicator of your paid search campaign. Instead, it is a diagnostic tool that helps you determine how your ads and keywords are doing.  

It tells you how significant and appropriate your ads are to job seekers and employers based on: 

  • Ad relevance – how your ads match search queries and user intention.
  • Expected click-through rate – how likely your ads will get clicks from your audience.
  • Landing page experience – how organised and relevant your landing pages to your audience.

To see your quality score, run a keyword diagnosis on Google Ads. Then, select “Campaign” and click on “Keywords.” You’ll see a white speech box beside your target keywords where the quality score is written. The highest rating is 10 while the lowest is 1. 

Apart from helping reduce your expenses, having a good quality score can help improve your ads’ visibility. Similar to organic search results, paid ads have search rankings. The higher your rank, the bigger the chance your ads will be displayed prominently on Google SERPs. As a recruiter, this is something you should strive for. Having good rankings can help you attract the attention of more job seekers since 46% of all clicks go to the top three paid ads on Google.


How to Get Better Recruitment Google Ads Quality Score

Giving your quality score a significant boost is not that difficult. Simply changing how you create and manage your ads can do wonders to your ads’ score and performance. Here are tips to help you get started.

1. Check your current data

The first thing you need to do is review your data, specifically your impression share. The impression share is how many times your audience views your ads divided by the times you expect people to see them. It helps you determine if your intended audience is seeing your ads. If your recruitment Google Ads have a low impression share, it suggests that they are practically invisible. As a result, they are not getting enough clicks.  

For this reason, it’s essential to check your current data. This way, you’ll know which areas of your campaign you should focus on and fix first.

2. Avoid general/broad keywords

Instead of general or broad match keywords, try targeting more specific keywords. Otherwise, there’s a huge chance that people who aren’t interested in your recruitment services will see your ads. This could make your ads more expensive. 

On the same token, you should try not to use keywords that are too specific. If you do, you’re limiting the number of people who can view your advertisements. Find a middle ground so you can get the results you’re looking for.

3. Group similar ads together

Grouping ads with a similar audience, keywords, and other crucial elements can help your Google Ads campaign become more pertinent and relevant. Not only this sends a positive signal to Google, but it also makes it easier for you to manage your campaign.

4. Create tailored landing pages.

As mentioned earlier, your landing pages have a significant impact on your quality score. This is why you must ensure that they reflect the contents of your ads. See to it that both your ads and landing pages use the same keywords and value proposition. It also helps to improve the navigation and loading time of your landing pages since Google reward webpages with excellent content and sound technical structure.

5. Maintain your score

Don’t rest on your laurels yet once you’ve achieved your desired quality score. Since Google checks the history of your quality score over time, it would be wise to improve your ads, keywords, and landing pages continuously. In doing so, you can enjoy recruitment Google Ads with better search rankings and, at the same time, impress your audience.



Improving your quality score has a significant impact on your Google ads. By making the necessary adjustments, you can reduce your marketing costs while attracting more traffic and generating more leads. Be sure to follow the tips discussed above so you can get a better return on investment and give your recruitment efforts a considerable boost. 

At Recruitment Traffic, we have Google Ads experts who can help you improve your ads’ quality score. Contact us today and let’s discuss the solutions you need.

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