Quality Score is a metric Google Ads uses to assess the overall relevance and quality of a paid ad, its landing page, and the underlying keyword being bid on — scored on a scale from 1 to 10. A higher Quality Score generally means lower costs and better ad placement for the same bid amount.
What Determines Quality Score
- Expected click-through rate — how likely the ad is to actually be clicked
- Ad relevance — how well the ad itself matches the specific keyword being targeted
- Landing page experience — how relevant, fast, and genuinely useful the destination page is
Why Quality Score Matters
- Directly affects cost-per-click — a higher score typically means a lower cost
- Influences ad position, alongside the actual bid amount
- Signals overall campaign health and effectiveness
Improving Quality Score
- Write ad copy that's genuinely, tightly relevant to its target keywords
- Ensure the landing page matches closely with what the ad actually promises
- Improve landing page load speed and overall usability
- Organize campaigns into tightly focused, closely related keyword groups