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Google Ads ad relevance checker

Paste the keywords and ad copy from one ad group. See which keywords your ads do not reflect, which headline terms are missing, and whether the ad group is trying to cover too many themes at once.

One per line. [exact] and "phrase" syntax is fine.

One per line, up to 15.

One per line, up to 4.

Nothing is uploaded. It all runs in your browser.

What it checks

Keyword coverage
For every keyword, which of its terms appear in your headlines, which only in your descriptions, and which nowhere. Headlines count most, because they carry the most weight in the ad.
Ad group themes
Keywords are grouped by the core terms they share. If one ad group holds several unrelated groups, it suggests how to split it.
Missing headline terms
The terms that would lift your weakest keywords most if they appeared in a headline.
Structural issues
Too few headlines or descriptions, headlines over 30 characters, dynamic keyword insertion fallbacks, and keywords with no product term at all.

What it cannot tell you

Google scores ad relevance with a model that also reads the intent behind real searches. No tool outside Google can see that, so this is an estimate rather than your actual status. It does not look at your landing page or your expected click-through rate, which are the other two parts of Quality Score. What it is good at is catching the mistake behind most Below average ratings: an ad group whose keywords the ad simply does not mention.

Questions

What is ad relevance in Google Ads?

Ad relevance is one of the three components of Quality Score for Search campaigns, reported per keyword as Above average, Average or Below average. Google describes it as how closely your ad matches the intent behind a search. It feeds Ad Rank, so it affects both your position and what you pay per click.

Is this the same score Google shows me?

No, and no tool outside Google can produce that. Google also reads the intent behind real searches, which only it can see. This checker looks at the structural cause behind most Below average ratings: keywords whose terms never appear in your ads, and ad groups that mix several unrelated themes. If it says a keyword is missing from your headlines, that is almost always worth fixing regardless.

Why does it tell me to split my ad group?

Because one ad can only match one theme well. If an ad group contains keywords for running shoes, yoga mats and protein powder, whichever theme the ad is written for will look relevant and the others will not. Splitting them so each group has its own ad is usually the fastest way to lift ad relevance.

Does it work in German?

Yes. It recognizes English and German function words and handles common inflections in both, such as shoe and shoes or Schuh and Schuhe. Compound German words are treated as distinct terms, which matches how closely a keyword needs to appear in the ad.

Is my data uploaded anywhere?

No. The check runs in your browser. Your keywords and ad copy are never sent to us or stored. We record only an anonymous count of how many keywords were checked.

Is there an ad relevance score for Display or Performance Max?

No. Quality Score and ad relevance only exist for Search keywords. On Display and PMAX, relevance is decided by the sites your ads appear on, and nothing in Google Ads rates it for you. You have to check it yourself from your placement report.

More on the topic: what ad relevance is and how to improve it, and why Display and PMAX have no Quality Score.