What is Quality Score?

Quality Score is a diagnostic rating from one to ten that Google Ads gives each keyword. It reflects three things: how likely your ad is to be clicked, how relevant the ad is to the search, and how good the landing page experience is.

It matters because the same factors help determine your ad position and what you pay. Google rewards ads that are helpful to searchers. A relevant ad pointing to a matching page can often win a better spot for less than a competitor with a sloppy setup and a bigger bid.

Quality Score is a guide, not a goal. The real measure is leads and sales. Still, a low score usually points to a fixable problem, like an ad that does not match the keyword or a page that loads slowly. We use it to find those problems and improve campaigns.