Glossary
What is landing page experience in Google Ads?
Melvin Salas1 min readVerified 15 October 2026
Short answer
Landing page experience is one of the three components of Google Ads Quality Score. Google defines it as how relevant and useful your landing page is to people who click your ad, and evaluates it as Above average, Average or Below average, based on a comparison with other advertisers whose ads showed for the exact same search over the last 90 days.
It is the Landing Page Exp. column on the Keywords page, and Landing Page Exper. (hist.) for past reporting periods, both in the Quality score section of the columns menu.
If it reads Below average or Average, Google suggests giving people what they're looking for, keeping messaging consistent from ad to landing page, making your website mobile friendly and improving loading speed. It adds that the word-for-word phrase from a search term doesn't need to be on your landing page.
Google suggests trying conversion rate as a proxy for good landing page experience, and says it doesn't impact your landing page status but can be a good way to measure and optimise. Our reading: that is the reason to watch both. The status is Google's comparison with rival pages on the same search, and the conversion rate, checked against the sales you record outside Google Ads, says whether the page works for your business.
Reading these columns is daily work for us
Riibon watches every campaign daily and holds a baseline for each metric, so a move in impression share or Quality Score is judged against what is normal for that account, not against a rule of thumb, before anyone acts on it.
Ask the Riibon app whether your campaigns are losing to budget or to rank. Access starts with a short call: we look at your ads together, then run them for you or set the app up with you.