What Is Google Ads Quality Score?
If you run paid search campaigns, you have probably seen the term Quality Score floating around your Google Ads account. But what does it actually mean, and why should you care about it?
Google Ads Quality Score is a diagnostic metric rated on a scale of 1 to 10 that Google assigns to each of your keywords. A score of 1 is the lowest (poor quality), while 10 is the highest (excellent quality). It reflects how relevant and useful your ad and landing page are to someone searching for that specific keyword.
Quality Score is not a hidden number. You can see it directly inside your Google Ads account at the keyword level. Think of it as Google’s way of telling you: “Here is how your ad experience stacks up against other advertisers bidding on the same keyword.”
While Quality Score itself is a diagnostic tool and not a direct ranking factor used in the real-time auction, it mirrors the same signals that do influence your Ad Rank. That means a higher Quality Score generally correlates with better ad positions and lower costs per click.
Why Does Quality Score Matter?
Understanding and improving your Quality Score is one of the most impactful things you can do as an advertiser. Here is why:
- Lower cost per click (CPC): Google rewards high-quality ads with lower costs. A higher Quality Score means you can pay less for the same (or better) ad position.
- Better ad positions: Quality Score feeds into Ad Rank, which determines where your ad shows on the search results page.
- Higher impression share: Ads with strong quality signals are more likely to be shown, reducing lost impressions due to rank.
- Improved return on ad spend (ROAS): When you pay less per click and your ads are more relevant, your overall campaign profitability improves.
In short, Quality Score is the lever that lets you do more with the same budget.
The Three Factors That Determine Quality Score
Google calculates Quality Score based on three core components. Each one is rated as “Above Average,” “Average,” or “Below Average” compared to other advertisers. Understanding these factors is the key to improving your score.
| Factor | What It Measures | Why It Matters |
|---|---|---|
| Expected Click-Through Rate (CTR) | The likelihood that your ad will be clicked when shown for a keyword | A higher expected CTR signals that users find your ad compelling and relevant |
| Ad Relevance | How closely your ad copy matches the intent behind the keyword | Irrelevant ads frustrate users and waste budget |
| Landing Page Experience | How useful, relevant, and easy to navigate your landing page is | A great landing page converts clicks into customers and keeps Quality Score high |
Let us now break down each factor in detail and look at exactly what you can do to improve it.
1. Expected Click-Through Rate (Expected CTR)
Expected CTR is Google’s estimate of how likely someone is to click your ad when it appears for a given keyword. This prediction is based on your keyword’s historical click performance (with adjustments for ad position and other factors).
Important: This metric looks at your ad’s performance specifically for exact match searches of the keyword, so broad match behavior does not muddy the waters here.
How to Improve Expected CTR
- Write compelling headlines: Your headline is the first thing users see. Include the target keyword and a clear value proposition. For example, instead of “We Sell Running Shoes,” try “Premium Running Shoes – Free Shipping on All Orders.”
- Use strong calls to action: Phrases like “Get a Free Quote,” “Shop Now,” or “Start Your Free Trial” give users a reason to click.
- Leverage ad extensions (assets): Sitelinks, callouts, structured snippets, and other ad assets make your ad bigger and more informative, which naturally boosts CTR.
- Test multiple ad variations: Run at least 3 responsive search ad variations per ad group. Let Google’s machine learning find the best-performing combinations of headlines and descriptions.
- Refine your keyword list: Remove underperforming keywords that drag down your account-level quality signals. Focus on keywords that genuinely match what you offer.
2. Ad Relevance
Ad relevance measures how closely the message in your ad matches the search intent behind a keyword. If someone searches for “affordable CRM software” and your ad talks about “enterprise-level ERP solutions,” Google will flag that as a mismatch.
How to Improve Ad Relevance
- Organize campaigns into tightly themed ad groups: Each ad group should contain a small cluster of closely related keywords. This allows you to write ad copy that speaks directly to that group of search terms.
- Include keywords in your ad copy: Make sure your target keyword (or a close variant) appears in at least one headline and ideally in the description as well.
- Match user intent: Think about what the searcher actually wants. Are they looking for information, comparing products, or ready to buy? Tailor your ad message accordingly.
- Avoid overly generic ads: The more specific your ad is to the keyword, the better your relevance score will be. Generic copy that tries to cover too many topics in one ad group is a common mistake.
- Use keyword insertion carefully: Dynamic keyword insertion can help boost relevance, but only use it when the inserted keyword will read naturally in your ad.
3. Landing Page Experience
Landing page experience evaluates the quality of the page users land on after clicking your ad. Google considers factors like relevance of the page content, page load speed, mobile friendliness, ease of navigation, and overall trustworthiness.
This is the factor many advertisers overlook because it requires changes outside of the Google Ads platform itself. But it is also where some of the biggest Quality Score gains can be found.
How to Improve Landing Page Experience
- Ensure content relevance: The landing page should directly address what the ad promises. If your ad promotes a specific product, do not send users to a generic homepage. Send them to the product page.
- Optimize page speed: Use tools like Google PageSpeed Insights to identify and fix performance issues. Aim for a load time under 3 seconds. Compress images, leverage browser caching, and minimize unnecessary scripts.
- Make it mobile friendly: A significant share of clicks come from mobile devices. Your landing page must be fully responsive, easy to read, and simple to navigate on smaller screens.
- Provide a clear and trustworthy experience: Include contact information, privacy policies, and trust signals (reviews, certifications, security badges). Avoid intrusive popups and deceptive practices.
- Improve navigation and usability: Users should be able to find what they need quickly. Use clear headings, logical page structure, and prominent calls to action.
- Create original, valuable content: Avoid thin or duplicate content. Provide genuine value that helps users accomplish their goal.
How to Check Your Quality Score in Google Ads
Checking your Quality Score is straightforward. Follow these steps:
- Sign in to your Google Ads account.
- Navigate to Keywords in the left-hand menu.
- Click the Columns icon (it looks like three vertical bars).
- Under “Modify columns,” expand the Quality Score section.
- Add the following columns: Quality Score, Expected CTR, Ad Relevance, and Landing Page Experience.
- Click Apply.
You will now see Quality Score data for each keyword in your account. You can also add historical Quality Score columns to track how your scores have changed over time.
What Is a Good Quality Score?
Here is a general benchmark to help you evaluate your scores:
| Quality Score | Rating | What to Do |
|---|---|---|
| 8 – 10 | Excellent | Maintain your current strategy and monitor for changes |
| 6 – 7 | Good / Acceptable | Look for incremental improvements in one or two factors |
| 4 – 5 | Below Average | Prioritize improving the weakest component (CTR, relevance, or landing page) |
| 1 – 3 | Poor | Restructure your ad groups, rewrite ads, and overhaul landing pages |
For most advertisers, a Quality Score of 7 or above is a solid target. Branded keywords often score 8 to 10 naturally, while competitive non-branded keywords might hover around 5 to 7. The goal is continuous improvement, not perfection on every single keyword.
Quality Score vs. Ad Rank: What Is the Difference?
This is a common source of confusion. Let us clear it up:
- Quality Score is a diagnostic metric visible in your account. It is a simplified, aggregated snapshot of ad quality based on historical performance.
- Ad Rank is the real-time calculation Google uses in every single auction to determine your ad position and whether your ad shows at all. Ad Rank considers your bid, auction-time ad quality (including expected CTR, ad relevance, and landing page experience), the context of the search, and the expected impact of ad assets.
Quality Score is essentially a rearview mirror. It tells you how things have been going. Ad Rank is what actually happens at auction time. But because both rely on the same underlying quality signals, improving your Quality Score is a reliable way to positively influence your Ad Rank.
A Practical Quality Score Improvement Checklist
Here is a quick-reference checklist you can use right now to start improving your Quality Scores:
- ☐ Audit your ad group structure. Keep each ad group focused on a tight theme of 5 to 15 closely related keywords.
- ☐ Write at least 3 responsive search ads per ad group with varied headlines and descriptions.
- ☐ Include target keywords in your headlines and display URLs.
- ☐ Add all relevant ad assets (sitelinks, callouts, structured snippets, images).
- ☐ Review your search terms report weekly. Add negatives to filter out irrelevant traffic.
- ☐ Ensure each ad group points to a highly relevant landing page.
- ☐ Run a PageSpeed Insights test on all your landing pages and fix critical issues.
- ☐ Test your landing pages on mobile devices.
- ☐ A/B test different ad copy variations and pause underperformers.
- ☐ Check Quality Score columns monthly and track trends over time.
Common Mistakes That Hurt Quality Score
Even experienced advertisers sometimes make mistakes that drag down their Quality Scores. Watch out for these pitfalls:
- Dumping too many keywords into one ad group: If your ad group contains 50+ loosely related keywords, your ad copy cannot be relevant to all of them. Break them into smaller, focused groups.
- Sending all traffic to your homepage: Your homepage is rarely the best landing page for a specific keyword. Create dedicated landing pages that match the user’s search intent.
- Ignoring mobile experience: A desktop-only landing page will tank your landing page experience score for mobile users.
- Not using negative keywords: Without negatives, your ads can show for irrelevant queries, which lowers your CTR and signals poor relevance to Google.
- Set-and-forget mentality: Quality Score is not static. Competitors evolve, user behavior changes, and Google updates its algorithms. Regular optimization is essential.
Does Google Still Use Quality Score in 2026?
Yes, absolutely. While Google has evolved its auction system significantly over the years, Quality Score remains a core diagnostic tool in Google Ads. Google continues to use the three underlying signals (expected CTR, ad relevance, and landing page experience) as part of its real-time Ad Rank calculations.
What has changed is that Google now also factors in additional signals at auction time, such as the user’s device, location, time of day, and the competitive landscape. But the fundamentals of ad quality have not changed. Writing relevant ads, targeting the right keywords, and delivering great landing page experiences are still the pillars of a successful Google Ads strategy.
Frequently Asked Questions About Google Ads Quality Score
What is a good Quality Score in Google Ads?
A Quality Score of 7 or higher is generally considered good. Branded keywords often achieve 8 to 10, while competitive non-branded terms may sit around 5 to 7. The most important thing is that all three sub-factors (expected CTR, ad relevance, landing page experience) are rated “Average” or “Above Average.”
How often is Quality Score updated?
Quality Score is updated as Google collects more performance data for your keywords. There is no fixed schedule. However, significant changes to your ads, landing pages, or keyword performance can trigger updates relatively quickly.
Does Quality Score affect Display or Performance Max campaigns?
The Quality Score metric visible in your account applies specifically to Search campaigns at the keyword level. However, Google uses similar ad quality signals across all campaign types, including Display and Performance Max. You just do not see a numeric score for those formats.
Can I see Quality Score for new keywords with no data?
New keywords will initially show a Quality Score based on historical account performance and the expected relevance of your ad and landing page. As Google gathers impression and click data for the specific keyword, the score will be refined.
What happens if my ad has a low Quality Score?
A low Quality Score (1 to 3) means you will likely pay a higher CPC, your ads may show in lower positions, and in some cases your ads might not show at all. Google essentially charges a premium to advertisers whose ads provide a poor user experience.
Is Quality Score the same as Ad Rank?
No. Quality Score is a simplified diagnostic metric you can see in your account. Ad Rank is a real-time calculation that happens at every auction and includes additional factors like your bid amount, auction context, and the expected impact of ad assets. They are related but not identical.
Final Thoughts
Google Ads Quality Score is not just a vanity metric. It is a practical diagnostic tool that directly reflects how well your campaigns are serving users. By understanding the three factors behind it and systematically optimizing your expected CTR, ad relevance, and landing page experience, you can achieve better ad positions, lower your cost per click, and ultimately get more value from every euro you spend on advertising.
The tips in this guide are things you can start implementing today. Begin with an audit of your worst-performing keywords, identify which of the three components is dragging them down, and tackle the lowest-hanging fruit first. Small, consistent improvements add up to significant results over time.
Need help optimizing your Google Ads campaigns? Get in touch with our team at Mind The Wall and let us help you maximize your advertising ROI.