Google Ads
Why Google Ads rejects a landing page (destination requirements)
The destination problems behind disapproved ads, and a pre-launch checklist.
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Landing page experience is Google Ads' estimate of how relevant and useful your landing page will be to people who click your ad. Each keyword gets one of three ratings: above average, average or below average. Below average is Google's signal to improve the page.
| Rating | What Google says |
|---|---|
| Above average | No major problems compared with other keywords across Google Ads |
| Average | No major problems compared with other keywords across Google Ads |
| Below average | Consider some changes to improve your website's landing page |
Quality Score is Google's 1–10 diagnostic of your ad quality per keyword, calculated from three parts: expected clickthrough rate, ad relevance and landing page experience. Google is clear that Quality Score itself "is not an input in the ad auction": it's a diagnostic that shows where to improve.
Google's guidance is to make the landing page clear and useful, and related to the keyword and what people are searching for. Pages rated higher are usually well organised, with text that relates to the search.
In Google Ads, for each keyword, as part of the Quality Score details.
Google doesn't promise that. It treats Quality Score as a diagnostic, so use it to find the pages to fix.
Yes, and we run Google Ads too. Landing pages are built in our Launch package.
The destination problems behind disapproved ads, and a pre-launch checklist.
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Instant forms or a landing page: when each one makes sense.
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Meta and Google Ads, creative, websites and lead generation, priced up front.
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