What is Quality Score?
Quality Score is a diagnostic rating from 1 to 10 that Google Ads gives each keyword. It reflects expected click-through rate, ad relevance, and landing page experience, and helps you see where your ads could improve.
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What makes up Quality Score
Google Ads reports three parts: expected click-through rate, ad relevance, and landing page experience. Each is rated as above average, average, or below average.
These parts show where to focus. A below average rating on ad relevance means your ad text may not match the keyword well.
How to treat it
Quality Score is a guide, not a goal in itself. Google describes it as a summary that helps you diagnose issues, and the live auction uses real-time signals rather than this number.
Even so, the things behind it affect how well your ads compete and what you pay, so improving them is worthwhile.
How to improve it
Group closely related keywords together and write ads that reflect them. Make sure the landing page matches the ad's promise, loads quickly, and is easy to use.
Common questions
Is Quality Score used in the ad auction?
Google says it's a diagnostic tool and not an input to the auction. The auction uses real-time quality signals, which Quality Score helps you understand.
What is a good Quality Score?
Higher is generally better, but the number matters less than the three components behind it. Use it to find problems, and judge success by results.
Does Quality Score exist outside Google Ads?
Other platforms use similar ideas under different names, such as relevance or quality ratings. Features and names change, so check each platform.
What is the difference between Quality Score and ad rank?
Quality Score is a summary rating for a keyword. Ad rank is the value calculated in each auction to decide whether and where your ad shows.
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