Related Posts
Podcasts
If you’ve been running paid search campaigns this year and noticed higher CPCs or lower impression share despite solid ad copy, you’re not imagining things.
Google has made subtle but meaningful changes to how it evaluates landing page experience, and that affects your Quality Score more than most marketers realise.
Until recently, the go-to advice was to strip landing pages down… remove nav bars, minimise links, and keep users laser-focused on one action.
But Google’s priorities have shifted.
The algorithm is now favouring pages that are easier to navigate, better structured, and aligned with broader web usability standards.
In this article, you’ll learn why navigation is now a core part of ad quality, what changes to make on your landing pages, and how it can directly lower your cost per click while boosting your visibility.
What’s New in Quality Score for 2025
Google’s Quality Score system hasn’t changed in name, but its focus has evolved.
While ad relevance and expected CTR still matter, the Landing Page Experience component has taken on a bigger role in how your ads are ranked and priced.
In 2025, Google is placing more weight on usability signals. That means it’s no longer enough for your landing page to load quickly or match the ad copy. Google now expects your page to deliver a smooth, intuitive experience, especially on mobile.
But what does that even mean?
This shift reflects broader web standards. Users expect to scroll, navigate, and explore a page with ease. So when a landing page hides key information, lacks structure, or feels like a dead end, it’s marked down, not just by users, but by the algorithm too.
In short: Google is now rewarding marketers who treat their landing pages like real, usable web experiences, not just conversion traps.
Why Landing Page Navigation Now Impacts Ad Visibility
Navigation used to be something marketers stripped out of landing pages. The thinking was simple: fewer options mean fewer distractions, and that should boost conversions.
But in 2025, that approach can work against you, especially when it comes to Google Ads.
Google now views ease of navigation as a core part of the landing page experience.
It’s assessing whether users can find what they need quickly, move around easily, and interact with your content in a way that makes sense.
When your landing page has no structure, no nav elements, and no clear path to more information, it feels like a dead end.
That hurts your Quality Score.
A simple navigation bar, anchor links that let users jump to different sections, or even a sticky footer with helpful links can all improve how Google sees your page. It signals that your page is useful, transparent, and designed with the user in mind.
This may result in a better Quality Score, stronger Ad Rank, and often lower CPCs, without changing a single word in your ad copy.
So with that said, what navigation elements actually matter and what can you change right now on your landing page?
Read: Why Google Ad Campaigns Fail: Common Mistakes
Why Google Ad Campaigns Fail: Common Mistakes
Navigation Elements That Matter
Use the table below to see which navigation elements can improve both user experience and your Google Ads Quality Score:
| Element | What It Is | Why It Matters |
| Top Nav or Anchor Links | A simple navigation bar or links that jump to sections like “Pricing” or “FAQs”. | Helps users quickly find the information they’re looking for. Improves scannability. |
| Sticky Header or Footer | Fixed elements that stay visible while scrolling (e.g. “Call Now” button). | Keeps key actions accessible, especially on mobile. Boosts engagement. |
| Clear Section Headings | Distinct content blocks with descriptive headers (e.g. “Benefits”, “How it works”). | Makes the page easier to navigate and improves visual flow. |
| Internal Links | Links to related pages like your homepage, blog, or pricing page. | Builds trust and shows transparency. Enhances usability without causing distraction. |
| Mobile-Friendly Menus | Touch-optimised, collapsible menus for smaller screens. | Improves navigation on mobile devices. Prevents bounce from frustrated users. |
Honestly, this might just be a simple way to make your ads perform better without increasing spend. Our recommendation? Split test it and see what happens.
Read: Types of Google Ads in 2025: An Ultimate Guide to Ads Campaigns
Types of Google Ads in 2025: An Ultimate Guide to Ads Campaigns
Quality Score Is Still a Diagnostic, But It Counts
It’s true, Quality Score isn’t everything.
At the end of the day, conversions matter more than a number in your Google Ads dashboard.
But here’s the thing: Quality Score is a reflection of how helpful, relevant, and user-friendly your experience is.
In 2025, that means more than just matching keywords. It means showing Google that your landing page is easy to use, well-structured, and worth sending traffic to.
Improving navigation isn’t just about pleasing an algorithm. It’s about making your site easier to trust, easier to explore, and easier to convert on. And when you get that right, Google rewards you with better placements, lower CPCs, and more room to scale.
So if you’re spending money on paid search and not seeing the results you expect, don’t just tweak your ad copy or bid strategy. Look at your landing page navigation. It might be the simplest fix with the biggest impact.
Next, learn about ten reasons your Google Ads might not be converting the way you’d like them to, and what you can do about it.
