El Quality Score es la puntuación 1-10 que Google asigna a cada keyword en Google Ads basada en relevance + landing page + CTR esperado. Quality Score 8+ reduce CPC 40-60% vs QS 5 y mejora Ad Rank. Métrica foundational eficiencia paid media B2B.
3 componentes Quality Score
- Expected CTR · CTR histórico esperado para la keyword + ad copy combinación. Driver más pesado.
- Ad Relevance · Coherencia entre keyword + ad copy. Single-theme ad groups + dynamic keyword insertion.
- Landing Page Experience · LCP <2.5s + CWV green + content relevance + mobile-friendly.
Impact Quality Score en CPC + Ad Rank
Ad Rank = Quality Score × Max CPC bid + format impact + signals
- QS 10/10 · CPC -50% vs QS 5 · Ad Rank top 1.
- QS 8/10 · CPC -40% vs QS 5 · Ad Rank top 1-2.
- QS 6/10 · CPC baseline · Ad Rank 2-4.
- QS 4/10 · CPC +40% vs QS 6 · Ad Rank 4+.
- QS <3/10 · ad puede no servir · alarm bell.
Cómo optimizar Quality Score B2B
Expected CTR
- Ad extensions all enabled. Sitelinks + callout + structured snippets + price + lead form.
- Responsive Search Ads · 15 headlines + 4 descriptions con pinning estratégico.
- Negative keywords aggressive. Excluir queries no-fit B2B (consumer intent).
- Audience signals · 1st-party data + customer match para improve CTR.
Ad Relevance
- Single-keyword ad groups (SKAG) o tight thematic clusters.
- Keyword en headline usando Dynamic Keyword Insertion (DKI).
- Match type discipline. Exact + Phrase > Broad para mid-market.
Landing Page Experience
- LCP <2.5s · Core Web Vitals all green.
- Mobile-first responsive · 60%+ traffic mobile B2B 2026.
- Content match keyword intent · landing copy refleja query.
- Trust signals · reviews + certifications + privacy + contact visible.
- CTA clear above-fold · primary action en hero.
Diagnóstico Quality Score bajo
- Google Ads UI → Keywords → columna Quality Score + 3 sub-scores (Expected CTR / Ad Relevance / Landing Page).
- Below average en CTR → revisar ad copy + extensions + match type.
- Below average en Relevance → split ad group + tightening theme.
- Below average en Landing → page speed audit + content alignment + mobile UX.
Errores frecuentes
- Broad match agresivo. Dilute relevance + CTR drop = QS down.
- Landing page genérica. Home page como landing destroy QS.
- Sin ad extensions. Loss free CTR uplift 10-20%.
- Test 1 ad por ad group. Mínimo 3-5 RSA variants A/B.
- Ignorar negative keywords. Irrelevant queries kill CTR.
- Landing page sin tracking conversion. Quality Score Google también usa post-click signals.
Términos relacionados
- Featured Snippet — Core Web Vitals impact ambos.
- CAC — QS reduce CPC reduce CAC.
- Funnel de conversión — Quality Score driver TOFU.
- ICP — audience signals ICP-aware.
- Atribución multi-touch — atribución paid + organic combined.
¿Quality Score <6 B2B Google Ads? Diagnóstico digital gratuito →