What is Quality Score?
Quality Score is a diagnostic tool in Google Ads that estimates the quality and relevance of your ads, keywords, and landing pages on a scale of 1-10 (10 being highest).
Important clarification: Quality Score is NOT directly used in the ad auction. Instead, Google uses real-time calculations of expected CTR, ad relevance, and landing page experience. Quality Score is a historical summary to help you understand how your ads compare to other advertisers—it's a diagnostic tool, not a ranking factor.
That said, the same factors that improve Quality Score also improve your actual ad performance, so optimizing for Quality Score is still valuable.
The Three Components of Quality Score
Quality Score is calculated from three equally-weighted components:
- Expected Click-Through Rate (CTR): How likely users are to click your ad when shown, compared to other ads for the same keyword
- Ad Relevance: How closely your ad copy matches the intent behind the user's search query
- Landing Page Experience: How relevant, useful, and easy-to-navigate your landing page is for people who click
Each component receives a rating: "Above average," "Average," or "Below average" based on comparison with other advertisers showing ads for the same keyword over the last 90 days.
Why Quality Score Matters
Cost Impact
While Quality Score itself isn't used in auctions, the underlying factors directly affect your costs:
- Ads with higher relevance and expected CTR tend to win better positions at lower costs
- A Quality Score of 10 typically correlates with paying less per click than a score of 5
- Very low Quality Scores (1-4) often indicate fundamental problems with ad relevance
Key Benefits of Improving Quality Score
- Lower Cost-Per-Click: Better relevance typically means lower CPC
- Better Ad Positions: Higher-quality ads get preferential placement
- More Impressions: Google prefers showing relevant ads
- Improved ROI: Relevant ads tend to convert better
Quality Score by Platform
Google Ads Quality Score
Google Ads Quality Score is the most well-known version, visible at the keyword level in your account.
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Start your free trialHow to Check Your Quality Score:
- Go to your Google Ads account
- Navigate to Keywords
- Add the "Quality Score" column (click Columns > Modify Columns > Quality Score)
- You can also add individual component columns: Expected CTR, Ad Relevance, Landing Page Experience
Key Facts:
- Scale: 1-10 (10 = highest quality)
- Level: Keyword-level (not ad or account level)
- Components: Expected CTR, Ad Relevance, Landing Page Experience (equally weighted)
- Update Frequency: Continuous, but displayed as a rounded score
- Historical Data: Based on last 90 days of auction data
Facebook Relevance Score
Components:
- Quality Ranking: Ad quality compared to competing ads for same audience
- Engagement Rate Ranking: Expected engagement relative to similar ads
- Conversion Rate Ranking: Expected conversion rate versus competing ads
Scoring System: Below Average, Average, Above Average ratings Visibility: Available in Ads Manager with specific improvement recommendations Impact: Affects delivery costs and reach optimization
Microsoft Ads Quality Score
Components: Similar to Google Ads with slight algorithmic differences
- Expected click-through rate
- Ad relevance to keywords
- Landing page quality and relevance
Scoring System: 1-10 scale with component-level feedback Optimization: Often easier to improve than Google due to lower competition
Improving Quality Score
Keyword Optimization
Keyword Relevance: Ensure keywords closely match your ad copy and landing page content
Negative Keywords: Add irrelevant terms to prevent your ads from showing for unrelated searches
Keyword Grouping: Create tightly themed ad groups with 5-20 related keywords maximum
Match Type Strategy: Use exact and phrase match keywords for higher relevance than broad match
Ad Copy Excellence
Headline Relevance: Include primary keywords in headlines while maintaining natural readability
Description Alignment: Match ad descriptions to user search intent and landing page content
Call-to-Action Clarity: Use specific, compelling CTAs that match user expectations
Ad Extensions: Utilize sitelinks, callouts, and structured snippets to provide additional value
Landing Page Optimization
Message Match: Ensure landing page headlines and content match ad promises
Page Load Speed: Optimize for sub-3-second load times across all devices
Mobile Experience: Responsive design with thumb-friendly navigation and fast mobile performance
Content Quality: Provide valuable, relevant information that matches user search intent
Trust Signals: Include testimonials, security badges, and clear contact information
Quality Score Monitoring
Google Ads Monitoring
Keyword-Level Analysis: Review Quality Score for all active keywords monthly
Historical Tracking: Monitor Quality Score changes over time to identify trends
Component Analysis: Focus improvement efforts on "Below average" components
Competitor Comparison: Use Auction Insights to understand competitive landscape
Performance Correlation
Cost Analysis: Track how Quality Score changes affect cost-per-click
Position Impact: Monitor average position changes with Quality Score improvements
Conversion Tracking: Measure how Quality Score affects conversion rates and costs
ROI Assessment: Calculate overall campaign ROI improvements from Quality Score optimization
Automated Monitoring
Alert Systems: Set up notifications for significant Quality Score drops
Dashboard Creation: Build custom reports tracking Quality Score metrics
Bid Adjustment Rules: Automatically adjust bids based on Quality Score performance
Performance Scripts: Use automated scripts for large-scale Quality Score monitoring
Common Quality Score Issues
Issue #1: Low Click-Through Rates
Causes: Irrelevant ad copy, poor keyword selection, weak calls-to-action
Solutions:
- Rewrite ad copy to match search intent more closely
- Add emotional triggers and specific benefits
- Test different headlines and descriptions
- Improve keyword relevance and negative keyword lists
Issue #2: Poor Landing Page Experience
Causes: Slow loading times, irrelevant content, poor mobile experience
Solutions:
- Optimize page speed using tools like PageSpeed Insights
- Ensure content directly relates to ad promises
- Improve mobile responsiveness and usability
- Add trust signals and clear navigation
Issue #3: Low Ad Relevance
Causes: Generic ad copy, keyword stuffing, mismatched intent
Solutions:
- Create specific ad groups with tightly themed keywords
- Write ad copy that directly addresses search queries
- Use keyword insertion techniques appropriately
- Align ad messaging with user search intent
Issue #4: Historical Performance Impact
Causes: Past poor performance affecting current Quality Scores
Solutions:
- Create new campaigns and ad groups for fresh start
- Pause poorly performing keywords and ads
- Gradually rebuild with optimized content
- Focus on incremental improvements over time
Advanced Quality Score Strategies
Ad Group Structure Optimization
Single Keyword Ad Groups (SKAGs): Create ad groups with one keyword for maximum relevance
Theme-Based Grouping: Organize keywords by specific topics or user intents
Landing Page Alignment: Create dedicated landing pages for different ad group themes
Dynamic Keyword Insertion: Use keyword insertion to automatically match ad copy to search terms
Bidding Strategy Integration
Quality Score-Based Bidding: Adjust bids higher for high-Quality Score keywords
Automated Bidding Optimization: Use smart bidding strategies that account for Quality Score
Bid Modifier Application: Apply bid adjustments based on Quality Score performance
Budget Allocation: Shift budget toward high-Quality Score campaigns and ad groups
Testing and Optimization
A/B Testing: Continuously test ad copy variations to improve click-through rates
Landing Page Testing: Test different landing page versions for conversion optimization
Keyword Testing: Experiment with new keyword variations and match types
Extension Testing: Test different ad extensions for improved ad real estate
Industry-Specific Considerations
E-commerce Quality Score
Product Relevance: Ensure ads match specific product searches
Price Competitiveness: Include pricing information when relevant
Shopping Integration: Use Google Shopping ads alongside search ads
Seasonal Optimization: Adjust for seasonal search behavior changes
B2B Quality Score
Industry Terminology: Use professional language that matches B2B search intent
Lead Quality Focus: Optimize for qualified leads rather than just clicks
Content Depth: Provide comprehensive information on landing pages
Professional Trust Signals: Include company credentials and industry recognition
Local Business Quality Score
Location Relevance: Include location-specific keywords and ad copy
Local Extensions: Use location extensions and call extensions
GMB Integration: Optimize Google My Business profile alongside ads
Local Landing Pages: Create location-specific landing pages for multi-location businesses
Frequently Asked Questions
Is Quality Score used in the ad auction?
No. Quality Score itself is not an input into the ad auction. Google uses real-time calculations of expected CTR, ad relevance, and landing page experience during each auction. Quality Score is a historical diagnostic tool that summarizes these factors over time—it helps you understand ad quality but isn't used to determine your ad position or cost.
How often does Quality Score update?
Google Ads Quality Score updates continuously based on auction data, but the displayed score is a rounded historical average. You may not see changes immediately after making improvements. Focus on long-term trends rather than daily fluctuations.
What is a good Quality Score?
The average Quality Score is 5. Scores of 7-10 are considered good, indicating your ads are more relevant than average. Scores of 1-4 suggest significant issues with ad relevance or landing page experience that should be addressed.
Can I improve Quality Score quickly?
Significant improvements typically take 2-4 weeks of consistent optimization. Quick wins include: improving ad copy to better match keywords, creating tighter ad groups with closely related keywords, and ensuring landing pages directly address the search intent.
Does budget affect Quality Score?
Budget doesn't directly impact Quality Score. Quality Score is based on relevance and user experience, not how much you spend. However, higher budgets allow for more data collection, which can help you identify optimization opportunities faster.
Should I pause low Quality Score keywords?
Consider pausing keywords with Quality Score 1-3 if optimization efforts aren't improving them. Keywords with scores 4-6 can often be improved through better ad copy, tighter ad group themes, or landing page improvements. Before pausing, check if the keyword is still converting profitably—some low QS keywords can still be profitable.
Does Quality Score affect display and video campaigns?
Quality Score as shown in Google Ads applies specifically to Search campaigns at the keyword level. Display and Video campaigns use different quality signals, but the same principles apply: relevant, high-quality ads perform better and cost less.
Next Steps
Optimize your Quality Score systematically:
- Audit current scores - Review Quality Score across all active campaigns
- Identify improvement opportunities - Focus on lowest-scoring, highest-volume keywords
- Implement optimizations - Start with ad copy and landing page improvements
- Monitor performance - Track changes in costs, positions, and conversions
- Scale successful strategies - Apply winning optimizations across other campaigns
Pro Tip: Use SocialRails' integrated advertising analytics to monitor Quality Score across Google Ads, Facebook, and other platforms in one dashboard. Our AI optimization suggestions help identify the highest-impact improvements for better Quality Scores and lower advertising costs.
Related Terms
- What is Quality Score - Creating relevant advertising experiences
- Landing Page Optimization - Improving conversion-focused pages
Additional Resources
- Quality Score Audit Template - Systematic campaign analysis checklist
- Landing Page Optimization Guide - Conversion-focused page improvements
- SocialRails Ad Optimizer - Multi-platform Quality Score monitoring and improvement