Quality Score
Quality Score is Google Ads' 1–10 rating of the quality and relevance of your keywords, ads and landing pages. Higher scores can lower your costs and improve ad position.
Formula
Quality Score ≈ expected CTR + ad relevance + landing-page experienceExample
A keyword with a Quality Score of 9 can win a higher ad position at a lower CPC than a competitor bidding more with a Quality Score of 4.
Why it matters
Quality Score directly affects Ad Rank and therefore how much you pay per click. Improving it is one of the most cost-effective ways to get more from a Google Ads budget.
Put these metrics to work
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FAQ
How do I improve Quality Score?
Raise expected CTR with tighter ad-to-keyword relevance, group keywords into focused ad groups, and improve landing-page speed and relevance.
Do other networks have a Quality Score?
Microsoft Advertising has its own Quality Score; Meta uses Quality Ranking, and other platforms have relevance/creative-quality signals that work similarly.