The Ad Auction is a useful tool that Google uses to show how ads are positioned. Google Ads calculates the Ad rank for every ad that has been bid in the Ad auction. The general rule of thumb is that ads with the highest ad rank will show up in the top position. If your ad is not showing on the top of the page of Google Ads then you may need to consider improving the following without increasing bids. Your Quality Score and your Ad Rank formula. Increase your keyword phrases by using a keyword tool. Improve your ad relevance. Improve your website and landing pages.