How to Improve Ad Rank on Google: A Comprehensive Guide

If you want to get your ad to the top of Google Search, simply bidding more is not enough. You also need smart optimization, since Google considers factors such as ad quality, relevance, and user experience to determine your Ad Rank.

In this guide, we’ll break down what influences Ad Rank and how to improve it without overspending.

What Influences Your Google Ad Rank?

Three main factors determine your ad’s placement and visibility: bid amount, ad quality, and ad extensions. When you perfect these components, your Ad Rank will improve.

Bid Amount

Your bid sets the maximum you’re willing to pay for each click, putting you in competition with other advertisers in the auction. While a higher bid might secure a better position, it doesn’t mean you should just throw money at it. Align your bids with your performance goals and budget limits instead.

Many advertisers start with manual CPC to gather early insights, then shift to automated strategies to refine their approach. Keep an eye on your cost per conversion to check that you are not overspending.

Ad Quality

Ad quality is reflected in your Quality Score, which is a combination of expected CTR, ad relevance, and landing page experience. 

When people regularly click on your ad, your CTR increases and boosts your Quality Score. Relevance improves when your ad text closely matches user search terms. 

Your ad copy needs to be grammatically correct and professionally written as that contributes to perceived quality, and encourages higher engagement rates.

Learn more: How to Use AI for Ad Copy

Ad Extensions

Ad extensions add extra layers to your ads, making them more informative and appealing. Sitelinks direct visitors to specific pages. Callouts and structured snippets highlight product features or special offers. Each extension increases your CTR and signals relevance and usefulness to Google. In addition, routinely updating your ad extensions with current promotions or new product offerings keeps your ads fresh and engaging.

Include customer ratings or seller ratings extensions to show potential customers that others have had positive experiences with your brand.

How to Improve Ad Rank on Google

If your ads aren’t appearing where you want them, it’s time to rethink your strategy. Ad Rank determines your ad’s position on Google, and improving it means higher visibility, better click-through rates, and stronger results. Here’s how to make your ads work harder for you.

1. Write ads that match what users are searching for

Google rewards ads that are relevant and engaging. If your copy doesn’t align with what users are looking for, your Ad Rank takes a hit. Start by researching what your audience is actually searching for using tools like Google Keyword Planner. Target a mix of transactional keywords (e.g., “buy running shoes online”) and informational ones (e.g., “best running shoes under $100”) to reach users at different stages of their journey.

Once you have your keywords, make your ad copy compelling. Instead of writing generic text, highlight what makes your offer different. If you’re running a promotion, say so clearly: “Limited-Time 20% Off – Shop Now.” Adding urgency or exclusivity can drive more clicks.

Negative keywords are just as important. Use them to filter out irrelevant searches so you’re not wasting money on clicks that won’t convert. If you sell premium products, you might exclude words like “cheap” or “free” to avoid unqualified traffic.

2. Make your landing pages fast and relevant

A strong ad will only take you so far—where you send users matters just as much. If your landing page is slow, cluttered, or doesn’t match your ad’s promise, people will bounce, and your Quality Score (which affects Ad Rank) will suffer.

To improve performance:

• Speed up load times by compressing images, removing unnecessary scripts, and using a content delivery network (CDN).
• Keep the messaging consistent. If your ad mentions a 20% discount, make sure users see that immediately on the landing page.
• Simplify navigation. Avoid distracting elements that pull users away from taking action. A clear headline, strong call-to-action, and minimal clutter lead to better conversions.

3. Use ad extensions to make your ads more useful

Ad extensions add extra details to your ads, giving users more reasons to click and improving your overall visibility. Google considers them when calculating Ad Rank, so they’re worth using strategically.

• Sitelink extensions direct users to specific pages like “New Arrivals” or “Best Sellers.”
• Call extensions add a phone number so mobile users can tap and call instantly.
• Promotion extensions highlight sales or discounts with a visible price tag icon.

If you run a local business, location extensions help drive foot traffic by showing your address and directions. Keep your extensions updated to match promotions or seasonal campaigns for the best results.

4. Choose the right bidding strategy

Your bidding strategy affects how often and where your ads appear. If you want more control, manual bidding lets you adjust individual keyword bids, but it requires constant monitoring. If you’d rather let Google’s AI do the work, smart bidding adjusts bids automatically based on real-time data to get the best return.

Some options to consider:

• Target CPA (cost-per-acquisition) sets bids to help you get as many conversions as possible at your desired cost per action.
• Target ROAS (return-on-ad-spend) adjusts bids to focus on revenue-driven conversions rather than just clicks.
• Enhanced CPC is a mix of manual control and automation that increases bids when a conversion is likely.

Analyze past campaign data before choosing a bidding strategy. If you have consistent conversion data, smart bidding can work well. If not, manual bidding might be a better starting point.

An AI tool such as Pixis can help you optimize your budget spend on Google Ads so you get the best results without spending your entire budget. 

5. Track performance and adjust as needed

Your Ad Rank isn’t static, Google recalculates it for every auction. If you’re not monitoring performance, you’re flying blind. Focus on key metrics that tell you whether your ads are working:

• CTR – If people aren’t clicking, test new headlines or descriptions.
• Conversion rate – If clicks aren’t leading to sales, refine your calls-to-action or landing page experience.
• Bounce rate – If people leave your site immediately, something isn’t resonating.

Use Google Analytics and Google Ads reports to track what’s working. A/B test different ad creatives, calls-to-action, and targeting strategies to find the best-performing combinations. 

Elevate Your Ad Rank with AI-Powered Performance Marketing

Improving your Ad Rank requires creating ads that truly connect with your audience. Strong ad copy, relevant keywords, and seamless landing pages all play a role. But staying ahead of the competition requires more than just manual adjustments.

AI makes it easier to optimize every part of your campaign. From refining keyword strategies to analyzing real-time user behavior, AI helps you make smarter decisions without the guesswork.

Pixis’ AI-powered platform fine-tunes your performance marketing strategy, helping you reach the right audience, reduce wasted ad spend, and improve results. Book a demo today and see how AI can transform your campaigns on Google Ads and other platforms.