Google Ads Quality Score: Types, Importance, and How to Improve It

Many advertisers think higher bids equal better ad rankings—but in reality, your Google Ads Quality Score plays just as critical a role. Quality Score is Google’s diagnostic tool that measures the relevance and performance of your ads, keywords, and landing pages on a 1–10 scale. A higher score leads to better placements and lower cost-per-click.

Google calculates Quality Score using three main factors:

• Expected CTR – How likely users are to click your ad
  

• Ad Relevance – How well your ad matches the user’s search intent
  

• Landing Page Experience – How useful and relevant your landing page is
  

There are several types of Quality Score to consider:

1. Account-Level – Influences how new ads perform based on historical data
   

2. Ad Group-Level – Average Quality Score across an ad group
   

3. Keyword-Level – Directly impacts CPC and is shown in the Ads dashboard
   

4. Ad-Level – Related to how well an individual ad performs
   

5. Landing Page-Level – Reflects the user experience on your site
   

6. Display Network Score – Used for campaigns running across Google Display Network
   

Improving your score means:

• Using specific, long-tail keywords
  

• Writing ads that match keyword intent
  

• Creating relevant, fast-loading landing pages
  

• Adding negative keywords
  

• Testing ad copy and using ad extensions
  

A high Quality Score benefits advertisers by lowering CPC, improving ROI, and giving small businesses a fighting chance in competitive markets. Google rewards advertisers that prioritize user experience—and that starts by making your ads useful and relevant.