How do you improve the quality score of an ad?

The Quality Score of any keywords depends on three factors primarily:


Ad Relevance - Make sure you use you theme your keywords properly in adgroups and then use your keywords in your ad copies. If its required to create one keyword per ad group, do it. But you need to make sure you atleast have your keywords once or twice present in your copies. You can once use it in headline or description and use it in the display paths.
Landing page experience: If you are an agency guy, you can't do much about this except for making some recommendations to the client. But if you have the hold on your end, make sure the landing page you use has all the information your user is searching for. Your landing page is responsive and the avg page load time is as few few seconds as possible. Make sure your landing page has the keywords you have put up in your ad copy and what people are searching for. If you have couple of pages talking about the same thing, you can do A/B testing and see which works.
Expected CTR: This is a very vague term I would say as this is possibly a combination of both of the points above. How much people are likely to click on your ad. To improve this, make sure your keywords to adgroups and ads are properly themed.
Also, don't put the lowest bid. Atleast bid to have your presence on the first page, if not on top position.

• The First Step is Knowing the Factors.
• Improve Your Score by Targeting Your Ad Groups.
• Research Keywords.
• Write AdWords Ads That Are High Quality.
• Work on Your Landing Page.
• Make Your Ad Groups Small.
• Try Using Negative Keywords.
• Expand Your Text Ads.

Five ways to use Quality Score to improve your performance

Review your Quality Score components.
Make ads more relevant to keywords.
Try to improve your clickthrough rate (CTR)
Consider updating your landing page.
Use Quality Score with other metrics.

Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers. This score is measured on a scale from 1-10 and available at the keyword level.

Match the language of your ad text more directly to user search terms.
Look for ad groups with many different keywords that can't be easily addressed by the same ad.
Try grouping your keywords into themes to increase relevance.

Match the language of your ad text more directly to user search terms.
Look for ad groups with many different keywords that can't be easily addressed by the same ad.
Try grouping your keywords into themes to increase relevance.
Find relevant keywords. Selecting relevant keywords helps ensure your ads reach users who are genuinely interested in what you're offering.
Organize your ad groups. In Google Ads, you have campaigns.
Align your ad copy with keyword intent.
Optimize Your Landing Page.