Glossary
Landing Page Experience
Landing Page Experience is one of the three components of Google Ads Quality Score, evaluating how relevant and useful a landing page is to users who click on an ad. Google rates Landing Page Experience as Below Average, Average, or Above Average based on factors including page relevance to the keyword and ad copy, ease of navigation, transparency about the business, and mobile-friendliness. A strong Landing Page Experience lowers cost-per-click and improves ad rank, while a poor rating drives up costs and limits impression share. Key optimization practices include ensuring the landing page headline directly mirrors the ad's promise, providing original and useful content, making the page fast and mobile-responsive, and including clear trust signals such as contact information and privacy policies. The other two Quality Score components are Expected Click-Through Rate and Ad Relevance. Unlike Expected CTR — which depends on historical performance — Landing Page Experience is directly under the advertiser's control through page design and content quality.