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
CPA/CPL results, not a Quality Score screenshot
Search rebuilds on this site 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 They do not publish Quality Score, and there is no 4→9 story.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.
Where to find Quality Score
Open Keywords → Search keywords, then Columns → Modify columns → Quality Score and add: Quality Score, Exp. CTR, Ad relevance, and Landing page exp. The “(hist.)” versions show past values, which helps after a landing page change. Keywords with too few impressions show a dash rather than a score; that is normal for new or low-volume terms.
Reading the three components
| Component | “Below average” usually means | First thing to try |
|---|---|---|
| Expected CTR | The ad does not look like an answer to the query | Put the service and area in headline 1; add relevant assets (sitelinks, calls) |
| Ad relevance | The ad group mixes unrelated keywords | Split the ad group so each RSA can mention its keywords |
| Landing page exp. | Slow page, mismatched content, or a hard-to-use mobile layout | Send to a specific service page; compress images; one clear call to action |
A practical landing-page checklist
- The page headline repeats the service and area from the ad.
- The price or “from” price matches the ad.
- The page loads quickly on mobile data; test with PageSpeed Insights on the mobile tab.
- The call or WhatsApp button is visible without scrolling on a phone.
- No pop-up covers the content on arrival.
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.
