Ad Quality Score is a diagnostic metric used in Google Ads to measure the relevance and effectiveness of your ads. It’s calculated based on three key components: expected click-through rate (CTR), ad relevance, and landing page experience. Scores range from 1 to 10, with 10 being the highest quality.
A high Google Ads Quality Score signals that your ad and landing page are relevant and useful to the user, which can lead to better ad placements and lower costs. A low score suggests that improvements are needed in either the ad copy, targeting, or the destination page.
The Google Quality Score is Google's way of rewarding advertisers for creating helpful, user-focused ads. The more aligned your ad is with the user’s search intent, the better your score—and the more likely your ad will appear in top positions for less money.
It’s a behind-the-scenes factor in how Google Ads determines your ad rank, which affects both visibility and cost-per-click.
Google calculates your ad score using three main signals:
Improving these areas helps increase your quality score, which directly influences your ad performance and budget efficiency.
While not visible to users, Quality Score is one of the most important internal metrics in paid search strategy.
1. What is Ad Quality Score in Google Ads? It’s a metric that evaluates how relevant and effective your ad is based on expected CTR, ad copy relevance, and landing page experience.
2. How does Google calculate quality score? Google uses three factors: expected click-through rate, ad relevance, and how good the landing page experience is for users.
3. What is considered a good Google Ad Score? A score of 7 or above is generally considered strong. Scores of 9–10 are excellent and often lead to better ad placements and lower CPCs.
4. Can I improve my quality score? Yes. By improving ad copy, refining keyword targeting, and optimizing your landing page, you can gradually increase your score.
5. Does quality score affect ad cost? Absolutely. Higher scores often reduce the amount you pay per click while increasing your chances of top ad placements.
