An ultrasound imaging system that can automatically adjust the imaging parameters based on the original or processed received echoes from the target is presented in this disclosed technology. The adjustment is done through a closed loop negative feedback control system iteratively. Imaging performance evaluation parameters calculated from the received echoes, original or processed, are compared with preset thresholds that represent desired optimal imaging performances. The differences are used to calculate the adjustment for the imaging parameters. The system reaches to an optimal system image quality for the current target or stops when a maximum number of iterations is reached.