Quality Score
Google Ads' 1–10 rating for each keyword reflecting the expected relevance of your ad and landing page to a user's search.
Full definition
Quality Score is a diagnostic metric in Google Ads, scored 1–10 per keyword, representing three components: Expected Click-Through Rate (how likely users are to click the ad), Ad Relevance (how closely the ad matches the user's search intent), and Landing Page Experience (how relevant and useful the landing page is for users who click). A high Quality Score (7–10) lowers your CPC and improves Ad Rank. A low Quality Score (1–3) increases your CPC and can prevent ads from showing. Quality Score is calculated at the keyword level using historical data from auctions. Note: Quality Score is a diagnostic tool, not a direct input to real-time auctions — the actual auction uses expected impact, not the displayed score.
Real-world example
Restructuring an ad account so ads are tightly themed to specific ad groups improves average Quality Score from 5.2 to 7.8, reducing average CPC from £3.40 to £2.10.
Related terms
Google's system for determining the position and eligibility of ads in search results, based on bid, Quality Score, and other factors.
Read definitionThe amount an advertiser pays each time a user clicks on their ad.
Read definitionThe percentage of users who click on an ad or link after seeing it, calculated as clicks divided by impressions.
Read definitionA standalone web page designed with a single focused objective — typically to convert visitors from a specific ad or campaign.
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