Online advertising: what to check before you spend
Google Ads calculates Ad Rank to decide whether an ad is eligible to show and, if it is, where it sits relative to other ads. The Help page lists six factors: your bid, the quality of the ad and landing page, Ad Rank thresholds, how competitive the auction is, the context of the search, and the expected impact of ad assets. Your bid is the maximum you are willing to pay for a click.
Google says the amount you actually pay is often less. A higher-quality ad can often mean a lower cost per click. None of that is a promise that the ad will show, or that the spend will come back.
What should you check on the landing page first?
If the landing page cannot take the visit, fix that before you buy traffic. Google's page-experience guidance asks whether the content displays well on a phone, whether the page is served securely, whether ads distract from the main content, and whether the main content is easy to tell apart from the rest of the page.
It also says Core Web Vitals are used by ranking systems, and that a good score in a report does not guarantee a top result. Google Ads uses the usefulness of the landing page, and how easy it is to navigate, as part of ad quality.
A fix to that page, when someone wants one, is web development, at its own published terms. This page has no current advertising package price.
Does this page publish an advertising price?
No. This page has no current advertising price.
Related reading
Key takeaways
- Google Ads uses Ad Rank to decide whether an ad can show and where it sits.
- Ad Rank factors include your bid, ad and landing-page quality, thresholds, competition, search context, and ad assets.
- If the landing page cannot take the visit, fix that before you buy traffic.
- This page has no current advertising package price.
Next step: Book a consultation.