What Is Quality Score in Google Ads and How to Improve It

If you’ve ever paid more for a click than your competitor, Quality Score might be the reason

In Google Ads, not all clicks cost the same. Even if two advertisers bid the same amount, the one with a higher Quality Score often pays less and ranks higher. So what exactly is Quality Score, and why does it matter so much?

This guide breaks it down. You’ll learn what Quality Score is, how it’s calculated, what counts as a good score, and what you can do to improve it. Whether you’re managing a single campaign or hundreds, understanding this one metric can help you get more from your ad spend.

Let’s start with the basics.

What Is Quality Score and Why It Matters

Quality Score is Google’s internal rating system that evaluates the relevance and usefulness of your search ads. Every keyword in your Google Ads account receives a Quality Score between 1 and 10, and that number is not just cosmetic. It plays a critical role in the success of your campaigns.

So what is the Quality Score in Google Ads?

It’s a diagnostic tool used to gauge the overall health and efficiency of your keyword-ad-landing page trio. The higher your score, the more likely your ads are to be shown prominently, and the less you typically pay per click.

Google uses Quality Score as part of its Ad Rank formula, which determines where your ad appears on the search results page. Here’s how it works:

Ad Rank = Bid × Quality Score × Ad Extensions and Formats

This means that even if your competitor bids more than you, your ad can still outrank theirs if you have a better Quality Score. In practical terms, this leads to better visibility, a lower cost per click (CPC), and improved return on ad spend (ROAS).

But that’s not all. Quality Score also influences:

• Your cost per conversion
• How often your ads enter the auction
• Whether your extensions show up

It’s not just a performance metric. It’s a reflection of user experience. Google rewards advertisers who create relevant, engaging, and helpful experiences for users. Quality Score is one way they measure that effort.

How Google Calculates Quality Score

Google doesn’t publish an exact formula for Quality Score, but it does break it into three core components. Each of these is evaluated individually for every keyword:

1. Expected Click-Through Rate (CTR)

This measures how likely someone is to click your ad when it appears. It’s not based only on your current ad copy but also on historical data across your account and vertical. If your ads typically underperform in terms of CTR, your score here will likely be “Below Average.”

Expected CTR is predictive. Google uses machine learning to anticipate whether a user will click your ad. If your CTR has been historically low on a specific keyword, even great new copy won’t immediately fix that score. But it can improve it over time.

2. Ad Relevance

This evaluates how closely your ad matches the user’s search intent. Google checks if the keyword you’re bidding on is actually reflected in your headlines and descriptions. Using vague or generic messaging, or mismatching keywords across loosely themed ad groups, can lead to low ad relevance.

To keep this component strong, make sure each ad group has a tight keyword focus. Avoid dumping dozens of keywords into one group. Instead, tailor ads to reflect the user’s query as directly as possible.

3. Landing Page Experience

This part assesses how useful and relevant your landing page is once someone clicks the ad. Google looks at load time, mobile usability, relevance of the content, and transparency of the offer.

For example, if your ad promises “free shipping on all running shoes” but the landing page leads to a generic homepage or unrelated product category, your score will drop. If the page loads slowly or doesn’t work well on mobile, that also hurts your chances.

All three components are rated as:

• Above average
• Average
• Below average

These scores feed into your overall Quality Score for that keyword. But there’s no exact weight assigned to each. Google treats them collectively, meaning poor performance in one area can drag down your entire score.

Why Your Quality Score Might Change Over Time

Even if you don’t change your ads, your Quality Score can shift. That’s because it’s recalculated regularly based on performance, auction conditions, and competitor behavior. Changes in click-through rates, competition, or device performance can all affect your score.

In short, Quality Score is not a set-and-forget metric. It’s a living, evolving reflection of how well your ads are performing compared to others in the auction.

What Is Considered a Good Quality Score

This is one of the most frequently asked questions among advertisers. Everyone wants to know what score to aim for. And while the answer isn’t black and white, there are general benchmarks that can guide you.

A “good” Quality Score depends on your keyword type. For branded keywords, a score of 8 to 10 is common and expected. These terms tend to have high relevance, strong historical CTR, and seamless landing pages because they’re already tailored to your brand.

For generic or non-branded keywords, a score between 6 and 7 is typically solid. You might never hit a 10 for a broad term like “project management software” but a 7 in a competitive market can still deliver strong results.

Here’s a simple guide:

• 9 to 10: Excellent. Often seen with branded or hyper-relevant terms
• 7 to 8: Strong. Indicates good alignment and user experience
• 5 to 6: Average. Still viable, but may signal room for optimization
• 1 to 4: Weak. You’re paying more per click and likely losing impressions

So what is a good QC score?

One that helps you achieve your campaign goals without overpaying. While it’s tempting to aim for a perfect 10, it’s not always necessary. Sometimes, a consistent 7 with high conversions is more valuable than chasing a 10 that doesn’t yield better ROI.

Keep in mind that Quality Score is a guide, not a goal. Its true value is in the insights it provides. If your score is low, it’s a signal that your ad experience needs improvement. If it’s high, it’s a sign that you’re aligned with user intent.

How to Improve Your Quality Score Step by Step

Improving your Quality Score doesn’t happen by chance. It requires a focused effort across each of the three main components: click-through rate, ad relevance, and landing page experience. Here’s how to approach each one strategically.

Improve Your Expected Click-Through Rate

This is often the most influential factor in Quality Score. A high CTR signals that users find your ad relevant and engaging. To improve it:

• Use emotionally resonant, benefit-driven headlines.
• Incorporate numbers, symbols, and urgency triggers like “Limited Time” or “50% Off Today”.
• Test different CTAs. Sometimes “Get a Quote” works better than “Learn More” depending on the query.
• Use Dynamic Keyword Insertion (DKI) wisely. Match the user’s search, but avoid awkward phrasing.

CTR improvement doesn’t happen overnight. Run A/B tests regularly, monitor performance by device and audience segment, and iterate based on actual search queries not assumptions.

Improve Ad Relevance

Google wants to show users ads that match exactly what they are looking for. If your ad copy feels too generic or misaligned with the keyword, your score will drop.

• Keep your ad groups tightly themed. Consider using SKAG or STAG structures.
• Include the primary keyword in both the headline and the first description line.
• Use variations of the keyword to capture broader match intent.
• Align your value proposition with the user’s likely intent. For example, if the query includes “cheap” or “budget,” your ad should mention affordability directly.

Ad relevance is often easiest to control, and a few small tweaks to your copy can result in quick score improvements.

Improve Landing Page Experience

Once the user clicks, your job is not done. The experience on the landing page needs to align with the promise made in the ad and deliver genuine value.

• Match the landing page headline with the ad copy to maintain message consistency.
• Keep page load speed under 3 seconds. Use tools like PageSpeed Insights or GTmetrix.
• Ensure mobile usability. Most searches happen on mobile, so the layout must be responsive and readable.
• Avoid intrusive pop-ups and make CTAs clear and accessible.
• Use simple, focused forms if lead generation is your goal.

Regularly check bounce rate, time on page, and conversion rate by keyword and ad group. These behavioral signals can help you spot landing page friction that may hurt Quality Score. Over time, even small improvements to page experience can lead to a measurable increase in performance and cost efficiency.