Quality Score

Detailed explanation

Quality Score is a diagnostic metric Google Ads assigns to each keyword, visible at the keyword level in the interface rather than the ad or campaign level. It is built from three components — expected click-through rate, ad relevance to the search query, and landing page experience — each rated below average, average, or above average, and rolled up into the 1–10 score.

The score itself is not a direct ranking factor, but it correlates strongly with Ad Rank and cost per click: keywords with a low Quality Score typically pay more for the same position than keywords with a high score, because the auction rewards relevance. Chasing the number in isolation is a mistake — the fix is almost always tighter ad group themes (fewer, more specific keywords per ad), copy that mirrors the search term, and a landing page that matches the promise made in the ad.

For “what is Quality Score” or “how to improve Quality Score” searches, treat this entry as a starting checklist. Read it together with CPC, since a higher score is one of the few levers that lowers your effective cost per click without raising bids.