Quality Score
Quality Score is Google Ads' 1–10 rating of how relevant your keywords, ads and landing pages are compared to other advertisers.
What is Quality Score?
Quality Score is a diagnostic metric in Google Ads that rates the quality of your ads compared to other advertisers on a scale from 1 to 10. It is reported at keyword level and is based on three components, each rated as “above average”, “average” or “below average”:
- Expected click-through rate (CTR): How likely your ad is to be clicked when shown for this keyword.
- Ad relevance: How closely your ad matches the intent behind the keyword.
- Landing page experience: How relevant, useful and easy to use the page is that people land on after clicking.
Quality Score itself is not used in the ad auction – Google calculates ad quality in real time for every search. But it is a good indicator of that quality, and higher-quality ads generally reach better positions at a lower cost per click.
To improve Quality Score, group closely related keywords together, write ads that reflect the search intent behind them, and send traffic to fast landing pages that deliver what the ad promises. In international accounts, ads and landing pages in the user’s own language usually perform noticeably better than English-only versions.