How to Improve Ad Relevance Score & Reduce Costs
Introduction
Facebook advertising works best only when your ads reach the right people and engage them. Many campaigns fail not because of low budget, but because of low relevance score. When Facebook sees users interacting with your ad, the platform rewards you with lower costs and wider reach.
This guide explains how to improve your ad relevance score and significantly reduce ad spending—while increasing clicks, conversions and ROI.
What is Ad Relevance Score?
Ad relevance score (now known as Ad Relevance Diagnostics) tells how well your ad matches your audience’s interest and behavior.
It is measured using three factors:
| Relevance Diagnostic | What It Means | Goal |
|---|---|---|
| Quality Ranking | User experience, ad feedback, spam complaints | Make ads visually appealing & clean |
| Engagement Ranking | Likes, shares, comments, saves, CTR | Increase audience engagement |
| Conversion Ranking | Likelihood of conversion vs competitors | Improve targeting and landing flow |
A higher score = cheaper ads + more results ✔
10 Proven Ways to Improve Ad Relevance Score & Reduce Costs
Target the Right Audience
If you show your ad to everyone, nobody connects with it deeply.
→ Use narrow interest + location + behavior targeting.
→ Create custom and lookalike audiences.
Use High-Quality Creative & Visuals
Images & videos decide whether people stop scrolling or skip.
✔ Use bold text, clear visuals, product close-ups.
✔ Avoid blurry, overcrowded designs.
Write Clear, Benefit-Driven Ad Copy
People respond when they see value.
Use short lines, clear CTA & direct benefit statement.
Example:
“We sell security fencing.”
“Secure your property 10X better with long-lasting fencing!”
Align Ad Message With Landing Page
Your ad promise and landing page experience must match.
Mismatch = bounce → low relevance ranking.
A/B Test Different Ad Variations
Test one change at a time:
Headline
Image vs video
Call to action
Audience sets
Small changes often drop CPC drastically.
Use Retargeting to Increase Click-Through
People familiar with your brand respond faster.
Retarget website visitors, Instagram engagers, video viewers.
Improve Engagement with Strong CTA
CTA should push users to take action immediately.
Examples:
• Learn More • Book Now • Get a Free Quote • Shop Now
Use Social Proof to Build Trust
Reviews, testimonials and real photos boost relevance.
✔ Use UGC (User Generated Content)
✔ Show before/after results
✔ Add rating badges
Optimize Ad Frequency
Too many repeated impressions = fatigue = negative feedback.
Try to keep frequency below 2–3.
Refresh creatives when frequency increases.
Monitor Metrics & Optimize Regularly
Watch CTR, relevance diagnostic, cost per result.
Turn off poor performers and scale winning ads.
Conclusion
Improving your Facebook ad relevance score is the smartest way to lower advertising costs without increasing budget. With strong creatives, targeted audiences, and continuous testing, your ads will perform better, convert faster, and deliver more ROI.