*Initial* Quality Score

I've been advertising for quite some time now on other SE's and whatnot, but just now starting to work my way into Google.

I have a keyword I am targetting (which is trademarked), but I am having a problem. My initial quality score is always so low that the ad rarely shows due to quality score. The load time and landing page show up as 'no problem', but the relevance always shows up as 'poor', giving me a QS of 2 or 3. I've read quite a bit on optimizing the LP to make it fit the keyword, but for some reason it isn't working. When I use the W3 Semantic tool, it pulls up my keyword nicely, but when I use Google Website Keyword finder, Google doesn't find the keyword, even though it is in the <title>, <meta>, alt, and all the heading tags (h1, h2, and h3), as well as in descriptions and hyperlinks. The LP is validated as well, and has the basic Privacy/Disclaimer/Terms/Home structure. The landing page seems to be very relevant, as well as the ad (keyword appears in every line and the display URL).

What is the problem? I must be missing something obvious, but I can't seem to find it. I was reading that the initial quality score is determined based off how well others as have done, but that doesn't make sense because my ad is rarely shown due to low quality score, and that would mean no new ads could be added since they all perform with a poor initial quality score and can't get any impressions.

Thanks in advance. I appreciate any ideas to resolve this problem.