How to Fix “Low Ad Rank” Warnings

A Low Ad Rank warning means your ad is not competitive enough to show frequently or in high positions on the Google Search Results Page (SERP). Ad Rank is calculated using a simple formula that combines three main factors:

   
Ad Rank = Bid Amount x Quality Score (QS) x Expected Impact of Extensions

To fix a Low Ad Rank warning, you need to improve one or both of the primary variables: your bid and your Quality Score.

1. Address the Bid Amount (Short-Term Fix)

If your ad isn’t showing, the quickest fix is usually to increase your maximum bid or target, giving your ad more power in the auction.

• Increase Manual CPC: If you’re using Manual CPC, increase your Max. CPC bid for the affected keywords. You can often see recommended “First page” or “Top of page” bid estimates in the keyword table to guide you.
• Raise Automated Targets: If you’re using Target CPA or Target ROAS, you may need to slightly relax the target (i.e., raise the CPA or lower the ROAS). This gives the automated bidding system more budget flexibility to bid higher when needed.
• Check Max. CPC Caps: If you are using an automated strategy with a Max. CPC cap, ensure the cap is not set too low. A low cap prevents the AI from bidding aggressively for high-quality, high-converting searches.
  
  

2. Improve Quality Score (Long-Term, Best Fix)

Improving your Quality Score (QS) is the most effective and sustainable way to increase your Ad Rank, as a higher QS means you pay less than a competitor with a lower QS to achieve the same position.

Quality Score is based on three components, all of which you can influence:

A. Ad Relevance

This measures how closely your ad copy (headlines and descriptions) matches the intent of the keyword.

• Ensure the keyword you are bidding on is clearly featured in at least one of your ad’s headlines and descriptions.
• Create highly focused Ad Groups (known as Single Keyword Ad Groups or SKAGs) where all keywords are nearly identical, allowing you to write extremely specific and relevant ad copy for that group.
  
  

B. Expected Click-Through Rate (CTR)

This is Google’s prediction of how likely people are to click your ad compared to competitors, based on your past performance.

• Write more compelling, unique, and benefit-driven ad copy.
• Use strong Calls-to-Action (CTAs) (e.g., “Call Now,” “Get Your Free Quote”) and use Ad Extensions (sitelinks, callouts, call extensions) to make your ad physically bigger and more noticeable on the page.
  
  

C. Landing Page Experience

This assesses how relevant, useful, and user-friendly your landing page is to someone who clicked your ad.

• Ensure the messaging on the landing page directly matches the ad copy and the keyword searched.
• Improve page load speed, ensure easy navigation, and make sure the primary conversion element (e.g., contact form, phone number) is prominently displayed and easy to use on a mobile device.
  
  

3. Utilise Ad Extensions (The Multiplier)

Ad extensions (sitelinks, callouts, structured snippets, call extensions) add valuable information and occupy more physical space on the SERP, which directly increases your Expected Impact of Extensions, the third multiplier in the Ad Rank formula.

• Use as many relevant extensions as possible (Sitelinks, Callouts, and Structured Snippets are essential).
• Extensions not only provide a better user experience but can also boost your Quality Score and CTR, increasing your overall Ad Rank without raising your bid.