Great question—there are several factors to consider.

First, make sure your client understands that search ads do not guarantee the top position on Google or any search engine. We can increase the likelihood of reaching the top by raising bids, but bids are not the only factor. Also, for your client’s awareness, being at the very top of the page does not always correlate with better performance.

How Google Determines Ad Position (Ad Rank)

Google uses Ad Rank to determine your ad’s position. It’s calculated by the following formula:

Ad Rank = Max CPC Bid × Quality Score + Extensions/Format Impact

How Google Grades Your Ad and Landing Page

1. Expected CTR% (Is your ad likely to get clicked? CTR = click-through rate)
2. Ad Relevance (Does your ad match the searcher’s intent?)
3. Landing Page Experience (Is the site fast, mobile-friendly, and relevant?)

Use Ad Features to Increase Visibility and Rank

• Location extensions (great for restaurants)
• Call extensions
• Sitelinks (Menu, Directions, Hours, etc.)
• Structured snippets (e.g., “Popular items: bedding, pillows, accessories”)

SoCast typically adds these based on your website. If you have additional items in mind for your campaign (e.g., more sitelinks, call extensions), please let our team know.

Other Factors That Influence Higher Paid Search Rankings

• Mobile Optimization: Google favors ads that send users to mobile-friendly pages.
• Page Speed: A slow site creates a poor experience and can lower your rank.
• Local Relevance: Targeting specific locations (e.g., “Italian food in city/state”) improves performance.
• CTR History: High historical click-through rates can boost your ad’s position over time.
• Keyword Relevance: Match your ad’s keywords closely to what people are searching.
• Ad Copy Quality: Clear, appealing copy improves CTR and Quality Score.

Learn More

Get your ads to show on the first page - Google Ads Help

About Ad Rank - Google Ads Help