If you’re spending money on Paid Search Ads (PPC), you probably spend a considerable amount of time checking your conversion rate. After all, what’s the point of buying Google ads if it doesn’t convert into paying customers?  Thankfully, there are several ways to optimize your PPC campaigns, get a higher Quality Score in Google, and improve your landing page conversion rate. In this article, we explain how Google defines Quality Score and areas where you should focus to improve your low quality score, which will lead to more conversions. Then, we’ll show you how to utilize SEM competitive insights to fine-tune your strategy.