Facebook ads quality ranking below average: what it means and how to improve
Troubleshooting guide · 2 min read · Updated 2026-10-21 · By the Cofoundr team
Meta's ad relevance diagnostics compare your ad with others competing for the same audience on perceived quality, expected engagement and expected conversion rate. A below average ranking means the ad is weaker than its competitors on that measure. Improve the creative's clarity and hook, match the offer to the page and avoid anything that feels like clickbait.
These rankings are diagnostics, not scores that decide everything, and Meta has changed how it presents them. Use them as a hint about where to look. Check Meta's current help pages for how each ranking is defined.
What the three rankings compare
- Quality ranking: how Meta estimates people perceive the ad quality compared with similar ads.
- Engagement rate ranking: how much engagement it expects compared with similar ads.
- Conversion rate ranking: how well it expects the ad to convert compared with similar ads.
- Each compares you with ads competing for the same audience, not with all ads.
If quality ranking is low
- Remove clickbait, exaggerated claims and misleading before and after images.
- Use clear, uncluttered visuals and honest wording.
- Check negative feedback and hides on the ad.
If engagement rate ranking is low
- Strengthen the hook in the first seconds or the first line.
- Try different formats and angles.
- Address the audience directly, with a clear reason to care.
- See low engagement and hook rate.
If conversion rate ranking is low
- Match the landing page to the promise in the ad.
- Speed up the page and simplify the form or checkout.
- Check tracking is intact. See conversion tracking not matching.
How much to worry
A below average ranking with a good cost per result is not an emergency. A below average ranking with a rising cost is worth acting on. Judge by results first.
How Cofoundr helps
Cofoundr creative diagnostics look at hook rate, hold rate, outbound click-through rate and conversion rate for the top ten ads by spend, judged against each account's own normal, and give a plain-language diagnosis with a suggested next step.
Frequently asked questions
What does below average quality ranking mean?
It means Meta estimates the ad is perceived as lower quality than other ads competing for the same audience. It is a diagnostic hint, not a verdict.
Does ad quality ranking affect cost?
It can influence delivery and cost, but results are the better test. Check cost per result alongside the ranking.
How do I improve engagement rate ranking?
Improve the hook, try different formats and angles, and speak clearly to the audience.