Definition
Quality Score is a 1–10 diagnostic rating in Google Ads for each keyword, based on expected click-through rate, ad relevance and landing page experience. Higher scores generally mean better ad positions at a lower cost per click.
Why it matters for law firms
In expensive legal auctions, a small improvement in Quality Score can meaningfully lower costs. Many law firm campaigns score poorly because every ad sends traffic to a generic homepage instead of a page matching the search.
Example
A workers' compensation firm creates dedicated landing pages for its main injury types and writes ads matching each keyword group. Its Quality Scores improve and its cost per click drops.
How to improve it
- Group closely related keywords into tight ad groups.
- Write ads that reflect the searcher's exact problem.
- Use fast, relevant landing pages with a clear call to action.
- Review search terms regularly and remove irrelevant ones.
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PPC for Law Firms
Aditya Chauhan
Head of SEO, PageOne Lawyers
Last updated September 26, 2026