Score your ad
and landing page.

Clarity: what you do, for whom, where, with something specific like a number. 'Quality services you can trust' is a very common kind of headline, and it tells nobody anything.

Trust: one thing a stranger can check, like a rating, a licence, how long you've been going or a guarantee you can keep.

Urgency: a real reason to act now, like 'here today' or a genuine end date. Fake pressure, like 'hurry, last chance' on an offer that never ends, costs trust and can be misleading under the Australian Consumer Law.

Friction: one clear action, and a page that picks up where the ad left off. More on that in message match.

In Google Ads, Quality Score is built from expected click-through rate, ad relevance and landing page experience. Two of those three are about the words: does the ad match the search, and does the page deliver it. Quality Score itself isn't used in the auction, but the ad quality it measures is.

On LinkedIn, ads need both a good relevance score and a good bid to win. Meta's auction also weighs how likely people are to respond, not just the bid.

These are rules of thumb, not a prediction. A plain ad with a great offer will beat a polished one with a weak offer. The real test is running two versions and counting enquiries or sales, not clicks.

It also can't check whether your claims are true. That part is on you: every number and promise in an ad needs to hold up.

Google's responsive search ads give you headlines of up to 30 characters and descriptions of up to 90, and Google mixes and matches them. So each headline has to make sense on its own, next to any other.

That rules out the long, vague headline. 'Plumber Gosford, Here Today' fits. 'Quality Plumbing Services You Can Trust' doesn't, and says less.

Prices in ads have their own trap. A 'from' price is fine if it's real, but the ACCC says prices must be clear, and a part price can't hide compulsory extras. If your ad mentions a price, the page must show the same one.