Landing page experience
Also called landing page quality.
Google Ads' estimate of how relevant and useful a landing page is for the people who click an ad.
Landing page experience is a measure Google Ads uses to estimate how relevant and useful your landing page will be to people who click your ad. Pages rated higher are usually well organized, with text that relates to the search (Google).
It is one of the three components of Quality Score, with expected click-through rate and ad relevance. Each is rated Above average, Average or Below average against other advertisers who showed for the same search over the last 90 days (Google). Google calls Quality Score a diagnostic tool, not an input to the auction.
What usually improves it: a page that answers the search in its first screen, loads fast on a phone, and makes the next step obvious. Your own analytics shows the effect from the other side: a falling bounce rate and a rising conversion rate on that page.
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