The Essential Quality Score: Landing Page Experience
Google AdWords reads the content of the page that opens when an ad is clicked, which is then assigned an initial Quality Score. This score is based on how well the page matches the keywords linked that trigger the page to appear. Basically, the best thing to do is to optimize the entire site for better SEO scoring, as this will ultimately bump up the success rates of both conversions and rankings on Google pages.
The experience people have on the landing page will likely set the tone or impression they initially get from you as a healthcare provider. A poorly designed landing page or website is likely to increase bounce rates, thus damaging your SEO scores and ruining your reputation in the industry.
As such, the trick is to focus heavily on user experience and think of navigating your entire website and landing pages as a potential client. Doing so will help reveal the aspects that need to be improved and what can be added to ensure a better overall design.