Quality Score.

Quality Score is Google Ads' diagnostic metric that rates the quality and relevance of your keywords, ad copy, and landing pages on a 1–10 scale (10 being the highest). It is composed of three factors: Expected Click-Through Rate (how likely users are to click your ad), Ad Relevance (how closely your ad matches the intent behind the keyword), and Landing Page Experience (how relevant, useful, and trustworthy your landing page is for users who click the ad).

Why Quality Score Matters

Quality Score directly affects your Ad Rank and Cost-Per-Click. Advertisers with higher Quality Scores pay less per click for the same position than those with lower scores. A Quality Score of 8 might cost 30–50% less per click than a Quality Score of 4 for the same keyword and position. Improving Quality Score reduces wasted ad spend and improves ROI without increasing bids.

Improving Quality Score

Improve Expected CTR by writing highly relevant, compelling ad copy that directly addresses the keyword intent. Improve Ad Relevance by tightly grouping related keywords into small ad groups with ad copy written specifically for each group (Single Keyword Ad Groups in some strategies). Improve Landing Page Experience by ensuring the landing page delivers specifically what the ad promises, loads fast, and is mobile-friendly.