Quality Score
Quality Score is Google's 1–10 rating of how relevant and useful your ads, keywords, and landing pages are. Higher scores lower your cost-per-click and improve ad position.
What it is
Google calculates Quality Score for each keyword in your search campaigns based on three components: expected click-through rate, ad relevance, and landing page experience. Each is rated Above Average, Average, or Below Average. The composite score (1–10) is shown in the Keywords tab.
Why it matters
Quality Score is the single biggest lever for cost efficiency in Google Ads. A score of 8 can cost half as much per click as a score of 4 for the same ad position. Over a campaign's life, that compounds into thousands of dollars saved or wasted.
How to improve it
Tightly group keywords into themed ad groups (ideally one keyword theme per ad group). Write ad copy that includes the exact keyword in headline 1 and addresses the searcher's intent. Send clicks to a landing page that matches the ad headline word-for-word — including the same offer, language, and visual hierarchy. Improve page speed and mobile UX on the landing page.
Frequently asked questions
Is Quality Score the same as Ad Rank?
No. Ad Rank = Quality Score × Max CPC bid (plus other factors like ad extensions). Quality Score is one input to Ad Rank; bid is another.
Why does Quality Score drop after launch?
Initial scores are estimates. Once Google has enough impression and click data, it recalculates based on actual performance. Low CTR or high bounce on the landing page will pull the real score below the initial estimate.
Does Quality Score apply to all Google Ads campaigns?
Search and Shopping use Quality Score. Display, Video, and Performance Max use other quality signals but not the same 1–10 score.
