PAY MORE. That's how fair (or unfair) this advertising ecosystem is: if you are careless and inadequately focus your SEM campaignsGoogle will consider that your ad does not deserve to be shown to users, as it will consider it annoying and lacking in value.
NEUTRAL EXPENDITURE. This is the starting point for any advertiser who starts investing in Google Ads campaigns with a new ad account.
YOU PAY LESS. Finally, when you demonstrate that you are a "hard-working" and "relevant" advertiser, providing service and value to users, thus protecting the ecosystem, Google rewards you with a high rating (8/10, 9/10, 10/10). This is the desirable situation and the one I will help you to reach..
Some studies (e.g. WordStream) estimate the CPC increase up to +400% compared to the reference CPC when the quality (the "Quality Score") of an advertising account can be improved. It is therefore very important that you take care of the quality of your account to avoid incurring cost overruns that your competitors may be avoiding thanks to a better quality of their accounts.
The same study indicates a saving of up to -50% in the reference CPC when your advertising account is in good health and has a high "Quality Score".
An example that illustrates Google's behavior: 2 competitors invest 12,000€/year, the first one has a Quality Score 6/10 and gets 12,000 clicks per ad. The second one with a Quality Score of 2/10 would be paying +150% extra cost per click compared to the first one, which means that he would only get 8,000 clicks with the same budget.
This example illustrates perfectly that the same advertising effort can achieve more and better results (almost double) depending on the Quality Score: the Quality Score is very important to get a competitive advantage and make your investment profitable and sustainable, and I know how to help you achieve it.