church google quality score

Church Google Quality ScoreLast Updated: May 1st, 2020

Your Church Google Quality Score matters, although most churches didn’t build their websites with the aim of achieving a high Google Quality Score for important keywords. This results in many churches websites not appearing when people are searching for relevant keywords in Google. It also limits the effectiveness of paid Google Search Campaigns.

Google Quality Score is a rating system used by Google AdWords so they can determine if your ad is eligible to be shown in the sponsored section of the search results. It also determines how your ad will rank compared to others who are bidding on the same keyword, so a higher Quality Score means you will outrank people who are paying the same amount for an ad.

The ad position depends on the Google Quality Score as shown in the chart below:

Church Google Quality Score Chart


The quality score also determines what position the ad will be shown at, and the cost per impression and per click. The cost per impression depends on the Google Quality Score as shown here:

cost per impression

A church website should be optimized to keywords even if they aren’t planning to run Google Search Campaigns, because they need to be relevant to organic search results, as well as to paid search results. A high Google Quality Score on a paid Keyword directly equates to a highly relevant experience for organic searches.

The most important keywords are related to search terms people use when they are looking for a church, a bible study, or prayer support. In addition, there are keywords that are related to church ministries that are also important. We refer to these kinds of searches as ‘Felt Needs Searches’. You can read more about Felt Needs Google Church Search Campaigns here.

Landing Page Excellence and Relevance

There are two drivers of a strong landing page: church landing page design excellence and landing page relevance. “Design excellence” means that users have an easy and intuitive experience when they reach your church’s landing page. “Relevance” means that users find what was promised in the Google Search ad.

This is shown in the illustration below:

Church Google Quality Score relevance

As you can see, the landing page should have a Call To Action, a Clear Purpose, Fast Page Load Speed, Links to Church’s Other Pages, Crawlable Text, and also Easy Navigation.

Click-Through Rates and Keyword Relevance

Historical click-through-rates have a big impact on Quality Score. Google users are constantly voting on the quality of your church’s ads by clicking on them. The pie chart below shows that this accounts for 80% of your church’s Google Quality Score for any Keyword.

Historical Click-through Rate factors include: Ad/Keyword history (which is the historical click-through rate (CTR) of the keyword and the matched ad on the Google domain), Account History (which is measured by the CTR of all the ads and keywords in your account), URL History (which is the historical CTR of the display URLs in the ad group), Geo History (which is the AdWords Account’s performance, in terms of CTR, in the geographical region where the ad is placed.

When there’s no history in your AdWords Account, Google uses the historical performance of other advertisers’ on the specific keywords that are in your church’s campaign to evaluate what Quality Score you get. Therefore, the goal is to exceed the performance of the other advertisers.

Relevance also plays into your Google Quality Score. Ad/Keyword Relevance is the relevance of the keyword to the ads in its ad group. Keyword/Query Relevance is the relevance of the ad to the search query. The pie chart below shows that this accounts for 15% of your church’s Google Quality Score for any Keyword.

This is shown in the illustration:

Church Google Quality Score pie chart

What Do Church Google Quality Scores Mean?

A 7/10 Quality Score is the minimum recommended number, but it is also a “good enough” number. Going above 7 is nice when it happens, but it also may not be worth effort. A good indicator that the landing page and also the ad relevance need improvement is a Google Quality Score below 7.

A score of 1,2, or 3 is very weak, a score of 4, 5, 6 is weak, a score of  7 is sufficient, and lastly a score of  8, 9, or 10 is outstanding.


Church Ad Groups

All Keywords are organized into Ad Groups that correspond with the church’s ministries, but are also related to each other.  You can form your church’s Sweet Spot by seeing where your best Ad Groups overlap your strongest Ministries.


The website of a church should be optimizedfor the following ad groups:

DivorceGlobal MissionsAlcohol Recovery
DenominationsFinancialLocal MissionsAddiction
Christian SinglesWorkplace/CareersCounselingBookstore
DaycareFoster CareDepressionCoffee Shop
Summer ActivitiesParentingAnxietyPurpose
PreschoolFootballPost-Traumatic Stress DisorderJesus Christ
ElementaryBasketballAttention Deficit/Hyperactivity DisorderHoly Spirit
SoccerBipolar DisorderBible Study
Young AdultsVolunteer OppurtunitiesObsessive Compulsive DisorderFaith
DatingFood PantryAutism Spectrum DisorderWomen's Activities
Premarital/EngagedThrift StoreGriefMen's Activities
MarriageCommunity ServicesCancerPrayer

Improve Your Church Google Quality Score

A church should create a map of their website, and also match keywords to all of their content carrying pages. We have a tool that extracts a sitemap and creates a spreadsheet, which can then notate the keywords to match to each page.

To optimize each page for relevant keywords and ad groups, follow this checklist:

  1. Write a title that matches the Focus Keyword in the Google Search Campaign
  2. Give your Landing Page a Meta Description that is relevant to the Keyword and Ad in the Google Search Campaign.
  3. Write your Focus Keyword into a Meta Description that is no more than 156 total characters
  4. Write the Focus Keyword into the first paragraph of the page
  5. Tag the Landing Page with keywords so that they match the keywords in the Google Search Campaign
  6. Tag images that appear on the Landing Page with alternative text so that they match the focus Keyword in the Google Search Campaign
  7. Include the Focus Keyword in the page’s URL
  8. Compose your Landing Page with a minimum of 300 words
  9. Position your Landing Page as a transition point between the Google Search Campaign and additional relevant content on the church’s website
  10. Insert your Focus Keyword into your Landing Page at least once for every 100 words

Try our new Free Church Website SEO Audit tool to analyse your website, and also to get improvement suggestions.

Low Church Google Quality Score

Having a low church Google quality score means that Google does not rate your ad content highly, and as a result, your ad won’t perform as well, and could even cost more. It is vital to keep your church Google quality score as high as possible so that you maximize the effectiveness of your ad. A high church Google quality score not only means that your ad will perform better, but it also means that your content is relevant to your visitors.

To improve your Church Google Quality Score, maximize your exposure on Google, and as a result attract new visitors, get in touch with us to start your Google church search campaign today.

To Get Started

Contact Jason Hamrock or Kevin Peck, or use the Contact Us button.

Jason Hamrock – Phone: 480-773-9115 | Email:

Kevin Peck – Phone: 602-481-2991 | Email:

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