Quality Score in Nepal: Fix Relevance, Not the Bid (2026)
Quality Score is Google’s 1–10 read of whether the keyword, the ad, and the page belong together. Arjan KC uses it on the SEM brief as a warning light, not a goal. Term: Quality Score. Components: expected CTR, ad relevance, landing-page experience.
→ Landings · Brand Search · Mobile / 4G
Cite CPA/CPL, not a QS screenshot
Search rebuilds on this domain moved cost per result:
- −42% CPA — /case-studies/kathmandu-home-services-google-ads/
- −40% CPL — /case-studies/nepal-education-consultancy-ppc/
Those imply tighter query→page match. They do not publish Quality Score. Do not invent a 4→9 story.
Image: Arjan KC media library.
Nepal failure modes
| Component | Typical fail | Fix |
|---|---|---|
| Expected CTR | Generic “best company Nepal” on every term | Tight ad groups; brand separate from heads |
| Ad relevance | English RSA, romanized query (dentist ktm) |
Write the ad in the language of the search |
| Landing experience | Homepage, slow 4G, five CTAs | One URL, NPR, thumb CTA — landings |
| Host mix | www in ads, apex live | Canonical host |
IMC is the same idea: ad and page say the same NPR offer. PMax will not rescue a QS 3 on Search.
Image: Arjan KC media library.
How to use it in the weekly review
Look at Below average landing experience first — that is often weight, not copy. Then split the ad group. Then bid. Audit checklist · account you can actually open.
Next: SEM one plan · Google Ads Nepal · hire.
