Quality Score is Google’s rating of the relevance and quality of your keywords, ads, and landing pages. A higher Quality Score generally translates to lower costs per click and better ad positions—meaning you get more visibility for less money. For local Essex campaigns, ensuring your ads match the local keywords and your landing pages specifically address Essex audiences can boost Quality Score. This involves using local references in ad text, having a landing page that clearly states your Essex-based services, and providing a seamless user experience. Ads that don’t align with user intent—like targeting “Southend dog groomer” but sending users to a generic pet care page—might see lower Quality Scores. Monitoring and optimising for Quality Score isn’t just about pleasing Google; it’s about offering relevant, high-quality experiences to local users, which ultimately benefits your bottom line.