What Is Google Ads Quality Score?
If you run Google Ads campaigns, you have probably seen a small number between 1 and 10 next to your keywords. That number is your Google Ads Quality Score, and it has a bigger impact on your advertising budget than most business owners realize.
Quality Score is Google’s rating of the overall quality and relevance of your keywords, ads, and landing pages. It is measured on a scale of 1 to 10, where 1 is the lowest and 10 is the best possible score. Google uses this diagnostic tool to give you a sense of how well your ad experience compares to other advertisers competing for the same keywords.
But here is the important part: Quality Score is not just a vanity metric. It directly influences how much you pay per click and where your ads appear on the search results page.
Why Does Quality Score Matter So Much?
Google wants to show ads that are genuinely useful to searchers. Quality Score is the mechanism it uses to reward advertisers who deliver relevant, high-quality experiences and penalize those who do not.
Here is how it affects your campaigns in practical terms:
| Impact Area | High Quality Score (7-10) | Low Quality Score (1-4) |
|---|---|---|
| Cost Per Click (CPC) | You pay less per click | You pay significantly more per click |
| Ad Position | Higher placement on the page | Lower placement or ads may not show at all |
| Impression Share | Your ads show more often | You lose impressions due to low ad rank |
| Return on Ad Spend | Better ROI from your budget | Budget is wasted on expensive, poorly placed ads |
In simple terms, a higher Quality Score means you get more visibility for less money. Two advertisers can bid the same amount for a keyword, but the one with the higher Quality Score will pay less and appear higher. This is because Google calculates your Ad Rank using a formula that combines your bid with your Quality Score (along with other factors like ad extensions and context).
The Three Components of Quality Score
Google calculates Quality Score at the keyword level based on three core components. Understanding each one is essential if you want to improve your scores.
1. Expected Click-Through Rate (CTR)
This measures how likely it is that someone will click on your ad when it appears for a given keyword. Google evaluates this based on historical performance data. If your ads consistently get clicked at a rate higher than average, this component will be rated Above Average.
What it tells you: Are your ads compelling enough to attract clicks?
2. Ad Relevance
This component evaluates how closely your ad copy matches the intent behind the keyword. If someone searches for “emergency plumber London” and your ad headline says “General Home Services,” Google sees a mismatch.
What it tells you: Does your ad directly address what the searcher is looking for?
3. Landing Page Experience
Google assesses whether the page users land on after clicking your ad is relevant, useful, easy to navigate, and fast to load. A landing page that delivers on the promise made in your ad will score well here.
What it tells you: Does your website deliver a good experience after the click?
Each of these components receives a status of Below Average, Average, or Above Average. These ratings tell you exactly where to focus your optimization efforts.
What Is a Good Quality Score?
This is one of the most common questions business owners ask. Here is a general benchmark to guide you:
| Quality Score | Rating | What to Do |
|---|---|---|
| 8-10 | Excellent | Maintain and scale these keywords |
| 6-7 | Good | Look for incremental improvements |
| 4-5 | Below Average | Prioritize optimization on these keywords |
| 1-3 | Poor | Restructure or pause; these are costing you money |
For branded keywords (your company name), scores of 8 to 10 are typical. For competitive, non-branded keywords, a score of 7 or above is considered strong. If most of your keywords sit at 5 or below, there is real room to reduce your costs and improve performance.
How to Check Your Quality Score in Google Ads
Quality Score is not always visible by default in your Google Ads dashboard. Here is how to find it:
- Sign in to your Google Ads account.
- Navigate to the Keywords section in the left-hand menu.
- Click on the Columns icon (it looks like three vertical bars) above your keyword table.
- Select Modify columns.
- Expand the Quality Score section.
- Add the following columns: Quality Score, Expected CTR, Ad Relevance, and Landing Page Experience.
- Click Apply.
You can also add historical Quality Score columns to track how your scores have changed over time. This is especially useful if you are evaluating an agency’s performance or testing new ad copy.
How to Improve Your Google Ads Quality Score: 10 Actionable Steps
Now for the practical part. Here are proven strategies you can implement to raise your Quality Score across all three components.
Improve Expected Click-Through Rate
- Write compelling ad headlines. Your headline is the first thing searchers see. Include the target keyword naturally, and make sure the headline speaks directly to the searcher’s need. Test multiple headline variations using responsive search ads.
- Use strong calls to action. Phrases like “Get a Free Quote,” “Book Today,” or “See Pricing” give searchers a clear reason to click.
- Leverage all available ad extensions. Sitelinks, callouts, structured snippets, and other assets make your ad bigger and more informative on the results page, which naturally increases CTR.
- Test and refine continuously. Run A/B tests on your ad copy. Even small changes in wording can shift CTR meaningfully over time.
Improve Ad Relevance
- Organize campaigns into tightly themed ad groups. This is one of the most impactful things you can do. Each ad group should contain a small cluster of closely related keywords, with ad copy written specifically for those keywords. Avoid dumping dozens of loosely related keywords into a single ad group.
- Include keywords in your ad copy. Make sure your primary keyword appears in at least one headline and ideally in the description as well. Google highlights matching terms in bold, which also helps attract attention.
- Match ad messaging to search intent. Think about what the searcher actually wants. Someone searching “best CRM for small business” wants comparison information, not a hard sell. Align your ad message with that intent.
Improve Landing Page Experience
- Ensure your landing page matches the ad promise. If your ad promotes “affordable web design packages,” the landing page should immediately show pricing and web design packages. Do not send users to your homepage and expect them to find it themselves.
- Optimize page speed. Google has confirmed that page speed is a factor in landing page experience. Use tools like Google PageSpeed Insights to identify and fix issues. Aim for load times under 3 seconds on both mobile and desktop.
- Make your landing page mobile-friendly and easy to navigate. More than half of Google searches happen on mobile devices. Your page must look great and function well on all screen sizes. Include clear headings, easy-to-read text, and a prominent call to action.
Common Mistakes That Hurt Quality Score
If your Quality Score is stubbornly low, you might be making one or more of these common mistakes:
- Sending all traffic to one generic page. Different keywords need different landing pages. A single homepage cannot serve every search intent.
- Using broad match keywords without proper controls. Broad match can trigger your ads for irrelevant searches, which kills your CTR and relevance. Use negative keywords aggressively and monitor your search terms report.
- Neglecting negative keywords. Every irrelevant click lowers your CTR and wastes budget. Review your search terms report weekly and add negatives.
- Ignoring ad group structure. Throwing 50 keywords into one ad group makes it impossible to write relevant ads for all of them. Break them up.
- Not testing ad variations. Running a single ad without testing alternatives means you are leaving performance gains on the table.
Quality Score vs. Ad Rank: Understanding the Difference
It is easy to confuse Quality Score with Ad Rank, but they are different things that work together.
- Quality Score is the 1-10 diagnostic number you see in your account. It is based on historical data and serves as a benchmark to help you improve.
- Ad Rank is what Google calculates in real time every time an auction happens. It determines your actual ad position and cost per click. Ad Rank uses a more detailed version of quality assessment (sometimes called “ad quality”) along with your bid, the context of the search, and the expected impact of extensions.
Think of Quality Score as a report card that tells you how you are doing. Ad Rank is the real-time exam that determines your results. Improving your Quality Score components will positively influence your Ad Rank.
How to Use Quality Score to Evaluate Agency Performance
If you work with a Google Ads agency or freelancer, Quality Score is one of the best metrics to hold them accountable. Here is what to look for:
- Ask for a Quality Score breakdown. Request a report showing Quality Scores across all active keywords, along with the three component ratings (Expected CTR, Ad Relevance, Landing Page Experience).
- Look for trends over time. Quality Scores should improve as your agency optimizes campaigns. If scores are stagnant or declining after several months, ask why.
- Check ad group structure. Open your account and look at how keywords are organized. Tightly themed ad groups with tailored ad copy are a sign of good management.
- Review landing page alignment. Are your ads pointing to specific, relevant landing pages, or is everything going to the homepage? A good agency will create or recommend dedicated landing pages.
At Anzi Design, we believe transparency is essential. We regularly share Quality Score data with our clients and use it as a foundation for ongoing campaign improvement.
Does Google Still Use Quality Score in 2026?
Yes, absolutely. While Google has evolved its auction system significantly over the years, introducing AI-powered bidding strategies, Performance Max campaigns, and broader automation, Quality Score remains a core diagnostic metric for Search campaigns in 2026.
Google has made it clear that the underlying principles behind Quality Score (relevance, expected CTR, and landing page experience) continue to be central to how ad quality is assessed. Even as automation handles more of the bidding process, the quality signals that feed into Ad Rank have not gone away. In fact, with increasing competition and rising CPCs across most industries, optimizing your Quality Score has become even more important for controlling costs.
A Quick Quality Score Improvement Checklist
Use this checklist to audit your current campaigns:
- ☑ Are your ad groups organized around tight keyword themes?
- ☑ Does each ad group have ad copy that directly references its keywords?
- ☑ Are you using all relevant ad extensions and assets?
- ☑ Do your landing pages match the specific offer or message in your ads?
- ☑ Are your landing pages fast, mobile-friendly, and easy to navigate?
- ☑ Are you reviewing your search terms report and adding negative keywords regularly?
- ☑ Are you running at least 2-3 ad variations per ad group?
- ☑ Have you checked your Quality Score columns in the last 30 days?
Frequently Asked Questions About Google Ads Quality Score
What is a good Quality Score in Google Ads?
A Quality Score of 7 or above is generally considered good for non-branded keywords. For branded keywords (searches that include your company name), you should aim for 8 to 10. Scores below 5 indicate significant issues that are likely increasing your costs.
How is Quality Score calculated?
Quality Score is calculated based on three components: Expected Click-Through Rate, Ad Relevance, and Landing Page Experience. Each is rated as Below Average, Average, or Above Average. The combined assessment produces the 1-10 score.
Does Quality Score affect how much I pay?
Yes. A higher Quality Score lowers your cost per click. Google rewards relevant, high-quality ads with lower costs and better positions. Conversely, low Quality Scores mean you pay more for the same or worse placement.
Can I see Quality Score for Display or Performance Max campaigns?
No. Quality Score as a visible metric is only available for Search campaign keywords. However, the principles of relevance and landing page quality still apply to all campaign types.
How quickly can I improve my Quality Score?
It depends on the changes you make and your traffic volume. Some improvements, like restructuring ad groups and rewriting ad copy, can show results within a few weeks as Google collects new performance data. Landing page improvements may take a bit longer to reflect in your score.
What happens if my ad has a low Quality Score?
Low Quality Scores lead to higher costs per click, lower ad positions, and fewer impressions. In some cases, Google may not show your ad at all if the Quality Score is too low relative to competing advertisers.
Is Quality Score the same as Ad Rank?
No. Quality Score is a diagnostic metric visible in your account. Ad Rank is a real-time calculation that determines your ad’s position and actual CPC during each auction. Quality Score components feed into Ad Rank, but they are not the same thing.
Final Thoughts
Google Ads Quality Score is not a mystery. It is a transparent signal from Google telling you exactly where your campaigns need work. By focusing on tightly structured ad groups, relevant and compelling ad copy, and fast, purpose-built landing pages, you can improve your scores, lower your costs, and get better results from every dollar you spend.
Whether you manage your own campaigns or work with an agency, understanding Quality Score gives you the knowledge to make smarter decisions and ask the right questions.
Need help optimizing your Google Ads campaigns? Get in touch with the Anzi Design team and let us help you turn your ad spend into real results.