Google Ads’ 1-to-10 rating of the quality and relevance of your keywords and ads.
Quality Score is a diagnostic in Google Ads, scored from 1 to 10, that estimates how relevant your ad, keyword and landing page are to a searcher. It is built from three components: expected click-through rate, ad relevance and landing-page experience. Higher quality means better Ad Rank at a lower cost.
Quality Score itself is a reporting signal for optimisation, not the exact number used in the live auction. But the underlying quality it represents directly affects both the position your ad wins and the price you pay per click.
The three components each get a status of above average, average or below average. Because Ad Rank multiplies your bid by quality, improving these lets you rank higher and pay less than a competitor bidding more.
Sending all keywords to one generic landing page, cramming loosely related keywords into one ad group, or ignoring landing-page speed and relevance. Tight ad groups with matched copy and dedicated landing pages are what lift the score.
Common questions
Straight answers on how this fits your marketing and build.
Yes. Because Quality Score feeds Ad Rank, a higher score can win the same or better ad position at a lower cost per click, letting you compete effectively without simply outbidding rivals.
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