Google Ads
What is Quality Score in Google Ads?
It quietly determines how much you pay and where you rank. Here's what it actually measures, and the factors that move it most.
Quality Score is a 1 to 10 rating Google assigns to each keyword, based on expected click-through rate, ad relevance, and landing page experience. A higher score generally means a lower cost per click and a better ad position for the same bid.
The three components that make up the score
Expected click-through rate measures how likely your ad is to be clicked compared to competitors for the same search. Ad relevance measures how closely your ad's message matches what the person is actually searching for. Landing page experience measures whether the page the click lands on is relevant, useful, and easy to act on. Google combines the three into the single score shown at the keyword level.
Why it matters more than most advertisers realize
A campaign with a high Quality Score can outrank and outspend competitors while paying less per click for it, because Google effectively rewards ads and pages that serve the searcher well. Businesses that ignore Quality Score and try to compete on bid alone are usually the ones paying the most for the least.
Want to know where your Quality Score stands today?
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