What Is Facebook Ad Quality Score?
Facebook Ad Quality Score is a hidden metric that affects your ad performance, cost per result, and ad delivery. While you can’t see the exact score, it’s based on:
- User feedback (positive and negative)
- Ad relevance
- Landing page experience
A high-quality score means your ads are relevant, engaging, and trustworthy, leading to better placement at lower costs.
Why It Matters
Facebook rewards advertisers who create value for users. A high Ad Quality Score means:
Lower cost per click (CPC)
Higher click-through rates (CTR)
Better ad delivery and reach
More efficient spend
If your ads get reported, hidden, or skipped often, your score drops — and your costs rise.
7 Proven Ways to Maintain a High Facebook Ad Quality Score
1. Write Clear, Honest Copy
Avoid clickbait. Be upfront about your offer. Misleading headlines = poor user feedback.
2. Use High-Quality Creatives
Blurry images, pixelated videos, or generic stock visuals lower perceived value. Use eye-catching, branded creatives that stop the scroll.
You can test creative speed and quality using tools like adscheck or adsspeed to ensure smooth delivery.
3. Match Your Ad to the Landing Page
Your landing page should align visually and contextually with the ad. No bait-and-switch tactics. Keep your headline, tone, and offer consistent.
4. Optimize for Mobile
Over 90% of Facebook users are on mobile. Ensure your ad and landing page load fast and look great on all screen sizes.
Tip: Use ads check speed to test how fast your ad experience loads.
5. Encourage Engagement (but Don’t Beg)
Facebook frowns on engagement bait like “Like this post if you agree!” Instead, create authentic, valuable content that naturally drives likes and shares.
6. Use Proper Targeting
Bad targeting = bad feedback. Use Custom Audiences, Lookalikes, and smart segmentation to reach people who actually care.
7. Monitor Relevance Diagnostics
Check these three key relevance scores in Ads Manager:
- Quality Ranking
- Engagement Rate Ranking
- Conversion Rate Ranking
Aim for “Above Average” in all three.
What to Avoid
- Misleading claims or exaggerated benefits
- Ads that don’t match your offer
- Overly aggressive sales copy
- Low-quality or intrusive landing pages
- Ignoring user comments or feedback
Keep Testing & Refreshing
Even a great ad will fatigue over time. Rotate creatives regularly, A/B test headlines and CTA buttons, and watch your metrics closely. Tools like adscheck can help you spot declining performance early.
Final Thoughts
In 2025, Facebook’s algorithm continues to prioritize user experience. Maintaining a high Ad Quality Score isn’t optional — it’s essential for lowering costs, scaling campaigns, and building brand trust.
Use this guide to keep your score high and your results even higher.
