Achieving high click-through rates (CTR) is one of the most important metrics in Google Ads, and it’s what Google rewards the most. Advertisers who consistently hit above-average CTRs—meaning they outperform both past and current competitors—are rewarded with higher Quality Scores, which come with lower cost-per-clicks (CPC) and increased ad visibility.
But here's the challenge: if you’re running outdated or underperforming ads, they can drag down your overall CTR and hurt your campaign performance in the long run.
Follow the Ad Marathon Process
Focus on one ad group at a time, until you get it to a Quality Score above 7/10, going through the process as follows:
Why Frequent Ad Testing Matters
Why Frequent Ad Testing Matters
Regularly writing and testing new ads ensures you’re always improving and refining your messaging. Failing to update underperforming ads means you’re missing out on potential improvements in both CTR and Quality Scores.
Tenscores simplifies this process by identifying ad groups where you only have one active ad and reminding you to run A/B tests. Testing different ads is crucial—each ad group should always have two ads running simultaneously. This allows you to find the winning messages that drive higher CTRs and eliminate the losing ads.
Important Note: Only run two ads per ad group unless you’re an expert (this rule applies to search campaigns—display campaigns allow more flexibility).
How to Write Winning Ads
How to Write Winning Ads
The key to consistently creating top-performing ads lies in understanding what works in your specific market. We recommend leveraging expert resources to improve your ad copywriting skills.
We’ve curated some of our best ad copywriting articles to help you write ads that outperform most advertisers:
Mastering ad copy is one of the most impactful ways to improve every aspect of your Google Ads campaigns.
How Often To Write New Ads
How Often To Write New Ads
We recommend focusing on one ad group at a time. When one of the two ads in your ad group reaches 200 impressions or more, it’s time to write a new ad. This ensures you’re always refining your approach and improving your CTR.
By regularly updating your ads and relying on data-driven insights from Tenscores, you can ensure your ads stay competitive and your CTRs continue to rise above the noise.
Focus on Writing Ads for One Ad Group at a Time
Focus on Writing Ads for One Ad Group at a Time
This final step is critical—and it’s all about process. To increase the Quality Score of your entire account into the 9/10–10/10 range, the key is to focus on one ad group at a time. Consistency, attention to detail, and staying disciplined in this approach will lead to higher CTRs and better Quality Scores across the board.
When you’ve completed everything on your Tenscores task list and you’re still facing less-than-ideal Quality Scores, here’s what you need to do next:
Where to Focus
Before jumping into daily tasks, there are two crucial elements you need to ensure for each ad group:
Number of Ads: Ensure each ad group contains exactly two ads. Running more or fewer ads per group can dilute your focus. Stick to two ads for consistent, reliable testing unless you’re experienced enough to handle more.
Ad Extensions: While Google often promotes the use of ad extensions, they are not a requirement for improving your Quality Scores. Instead, focus on perfecting your core ad message. Once you’ve nailed the messaging that resonates with your audience, you can fine-tune your ad extensions to further amplify that message.
Once these fundamentals are in place, you’ll be ready to move on to the next step.
How to Focus: The Objective and Process
How to Focus: The Objective and Process
The Objective: Your goal for each ad group is simple: double or triple the CTR. That’s the benchmark for success when it comes to optimizing an ad group’s performance.
The Process: Here’s a straightforward routine to follow for each ad group:
Monitor Impressions: Each time one of your two ads reaches 200 impressions, assess its performance.
Act Quickly: If an ad hasn’t doubled or tripled your CTR by the time it hits 200 impressions, consider it a failure. Don’t wait for statistical significance—an underperforming ad doesn’t need to run longer to prove itself. Pause it immediately, and replace it with a new variation.
Avoid Overthinking: You don’t have to wait for Tenscores to officially flag a losing ad. If it’s not hitting your objective (doubling or tripling CTR), pause it. This keeps your process agile and focused on growth.
Daily Focus
If you stick to this method—focusing on only one ad group per day—you will systematically elevate your Quality Scores to above 7/10. It’s not about tackling everything at once, but about refining each ad group through consistent, focused improvements.
By dedicating time each day to just one ad group, writing and testing new ads, and pausing anything that doesn’t meet your objective, you’ll see steady progress. This disciplined approach ensures that your entire account benefits from higher Quality Scores and, ultimately, better overall performance.
Stay focused, stick to the process, and results will follow.