Quality Score is the most misread number in Google Ads. Advertisers treat the 1–10 figure as a grade to be proud of or ashamed of, screenshot it, and chase a perfect ten. That is the wrong instinct. Quality Score is not a trophy — it is a diagnostic. It is Google telling you, in three blunt readings, how relevant and useful your ads and pages look for a given keyword. Read it that way and it becomes one of the most useful free tools in the account.
🔍 What Quality Score actually is
Quality Score is a keyword-level estimate, scored from 1 to 10, of how relevant your ad, keyword and landing page are to the person searching. It is built from three components, each reported simply as Below average, Average or Above average:
Expected CTR
How likely your ad is to be clicked when it shows for this keyword — a measure of how appealing and relevant your ad looks.
Ad relevance
How closely your ad text matches the intent behind the keyword. Generic ads in broad ad groups score worst here.
Landing page experience
How relevant, useful, fast and trustworthy the page is once someone clicks — content, speed and mobile all count.
The single 1–10 number is just those three signals rolled together. The signals are where the actual instructions live. 📊
💰 Why it matters: Ad Rank and the CPC discount
Quality Score is not vanity — it is priced in. Google decides where (and whether) your ad shows using Ad Rank, and your quality components are a major input. The practical effect is simple: a higher-quality ad can win a better position and pay less per click than a lower-quality competitor bidding the same amount. Poor quality is a tax — you either pay more for the same visibility or quietly lose the auction. Improving relevance is therefore one of the few levers that cuts cost and lifts performance at the same time.
Don’t optimise the number. Optimise the three things the number is made of — relevance of the ad, appeal of the ad, and usefulness of the page.
🛠️ How to actually improve it
- Tighten your ad groups. A handful of closely-related keywords per ad group lets one ad speak directly to them. Sprawling ad groups are the most common cause of poor ad relevance.
- Mirror the search in the ad. Echo the keyword and the searcher’s intent in your headlines. Relevance rises when the ad obviously answers the query.
- Earn the click. Specific offers, clear benefits, prices, and full use of assets (sitelinks, callouts, images) lift expected CTR — the strongest of the three signals. 🎯
- Fix the landing page. Match the page to the ad’s promise, make it fast, make it work on mobile, and give it one clear next step. A great ad pointed at a weak page still scores badly.
- Prune with negatives. Review search terms and add negatives so your ads stop showing for off-target queries that drag CTR and relevance down.
- Diagnose with the component columns. Add Expected CTR, Ad Relevance and Landing Page Experience as columns. They tell you which lever to pull — don’t guess.
🚫 What not to do
Don’t chase a perfect 10 for its own sake; a profitable keyword at a 7 beats a vanity 10 that nobody converts on. Don’t judge health by an “account Quality Score” average — it is keyword-level by design. And never optimise Quality Score at the expense of conversions and profit: the score is a means to cheaper, more relevant clicks, not the goal itself.
🧭 The bottom line
Treat Quality Score as a free relevance audit running on every keyword you own. When a number is low, the three component readings tell you exactly where the mismatch is — ad, expectation, or page. Fix the mismatch and you are rewarded twice: better positions and lower costs. Ignore it, and you pay the quiet tax of irrelevance on every single click.
CWA Europe builds and audits Google Ads accounts where relevance, Quality Score and profit pull in the same direction. Ask us for a Google Ads account audit.
Quality Score is one lever — negative keywords are another that cuts wasted spend without touching your bids.
📖 Further reading: How to Optimize Google Ads: Best Practices for 2026.
References & further reading
- Google Ads Help — official documentation on Quality Score and its components. support.google.com/google-ads
- Search Engine Land — coverage and analysis of Quality Score and Ad Rank. searchengineland.com
- WordStream — long-running practitioner research on Quality Score and account performance. wordstream.com
Image: original graphic by CWA Europe.
Frequently asked questions
What are the three main components that make up Quality Score?
Quality Score is calculated from Expected Click-Through Rate (how likely your ad is to be clicked given the keyword), Ad Relevance (how closely your ad copy matches the intent behind the search query), and Landing Page Experience (how useful and relevant your landing page is to someone who clicks). Each component is rated as below average, average, or above average, and together they produce a score from 1 to 10.
How does a higher Quality Score affect what I pay per click?
Google uses Quality Score as part of the Ad Rank calculation, which determines both your ad position and your actual cost per click. A higher Quality Score can allow you to achieve the same or better position than a competitor while paying less per click — effectively rewarding advertisers whose ads and landing pages genuinely match what searchers want.
Does Quality Score affect Performance Max or Shopping campaigns?
Quality Score as a visible metric applies specifically to Search campaigns and is reported at keyword level. Performance Max and Shopping campaigns use related quality signals internally, but you will not see a numeric Quality Score for them in the interface. Improving landing page experience and ad relevance still benefits those campaign types indirectly through better conversion rates.
What is the quickest way to improve a poor Quality Score?
The highest-impact starting point is usually landing page relevance — ensure the page a user lands on directly addresses the keyword they searched and the promise made in the ad. Tightening ad groups so that each one covers a narrow, thematically consistent set of keywords, then writing ad copy that mirrors that theme, tackles both Expected CTR and Ad Relevance simultaneously. Our team regularly conducts Quality Score audits as part of broader Google Ads reviews.