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Same keyword, different landing page score
Posted by on October 21, 2025 at 6:28 amSomething i noticed today for one of the campaign i am running for a b2b SaaS. The keyword is in german and i am using both phrase and exact in the same ad group for that keyword. The keyword is present in ad copy and landing page. The landing page reflects what is in the ad copy as well. But still the phrase has Average LP experience, while the exact match has below average. Has anyone experienced this issue?
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1 Reply
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It’s understandable to be frustrated when you encounter this in Google Ads – you’re definitely not alone! I also face this in SAAS companies. Perhaps this is due to the context of the requests themselves. Often, they are the same for both B2B and B2C, but customers want different results from these requests. I’m not sure what the reason is, but I ran into this.
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Quality score is a load of bollocks. I’d ignore it.
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Even if the keyword, ad copy, and landing page perfectly align, Google evaluates Landing Page Experience (LPE) based on user behavior and query intent, not just content relevance.
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Your low score can happen, Quality Score and Ad Rank are done by machines and don’t always get it right. You can do everything right and still get a low score.
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Interesting, because quality scores should always be the same regardless of match type… are they in this case? If not Google may have changed something… I would assume the components that make up quality score would also have to match exactly.
In terms of LP experience scores and quality scores in general, it’s a relative scale. If you have one other major competitor in your niche it’s fairly easy to score well as long as your keywords are all relevant. If you have 100 high quality direct competitors your scores will probably be very low.
Likewise if you are in small niche that’s adjacent to a large industry you may have trouble getting good quality scores.
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Yes slight variation in query matching can trigger different quality signals even for identical pages create a separate ad group for each match type and tailor ad text more tightly to the phrase version that usually evens landing page score
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I wouldn’t get hung up about it unless the CPCs on both keywords are massively different. They determine the QS based on how someone interacts with your LP. Maybe those couple clicks just happened to be someone who just bounced ?
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Quality scores are entirely in Google’s hands & it might sometimes be inaccurate in doing so. This usually happens with expected CTR tho.
If the keyword is converting well, I won’t worry about it unless the score is less than 6 & has way higher CPC than the phrase match
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