Quality Score: Google's Rating of Your Ad Relevance
Quality Score is Google's estimate of how relevant your ads, keywords, and landing pages are. This guide explains how it affects costs.
Quality Score is Google's estimate of how relevant your ad, keywords, and landing page are to a search.
What It Is
Quality Score is Google's rating of how relevant your ads are to the keywords they target, shown as a score around 1 to 10.
It is a signal, not a fixed tax on your account.
What It Reflects
It is built from your expected click-through rate, how relevant the ad text is, and the landing page experience.
Better relevance across those areas lifts the score.
Why It Matters
- Higher scores can lower your costs.
- Better scores improve ad placement.
- Relevant ads reach the right people.
- It rewards campaigns done properly.
How to Raise It
- Group keywords by clear intent.
- Write ads that match the search.
- Send people to relevant landing pages.
- Improve the pages and ads together.
The campaign: two advertisers target the same keyword.
The scores: one has a high quality score, one low.
The cost: the high score wins better positions for less.
The lesson: relevance is a discount.
Quick Tip
Align each ad group to one clear intent, because focused relevance is the fastest path to a better score.
Frequently Asked Questions
Quality Score, Bottom Line
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