What is Quality Score?
Google's rating (1-10) of your ad's relevance and quality.
Understanding Quality Score
Quality Score is Google's 1-10 rating of your ad's quality and relevance to the user's search query. It's based on expected click-through rate, ad relevance, and landing page experience. Higher Quality Scores lead to better ad positions and lower CPCs.
Quality Score directly impacts your ad auction performance—ads with higher Quality Scores can outrank ads with higher bids and pay less per click. Improve Quality Score by using specific, relevant keywords in tightly-themed ad groups, writing ad copy that directly addresses search intent, creating landing pages that match ad promises, and maintaining high click-through rates. Quality Score is assessed at the keyword level, so poor-performing keywords can drag down ad group and account performance.
Frequently Asked Questions
What is Quality Score?
Google's rating (1-10) of your ad's relevance and quality.
Quality Score is Google's 1-10 rating of your ad's quality and relevance to the user's search query. It's based on expected click-through rate, ad relevance, and landing page experience. Higher Quality Scores lead to better ad positions and lower CPCs.
What does Quality Score stand for?
Why is Quality Score important?
Quality Score is Google's way of rewarding relevance—high Quality Scores can reduce your CPCs by 30-50% while improving ad position. This creates a virtuous cycle where better ads cost less and perform better. Understanding Quality Score is essential because it means you can compete with bigger competitors not just through budget but through relevance and user experience.