Quality Score
Quality Score is Google's 1–10 diagnostic of how relevant a keyword's ads and landing page are compared with other advertisers on the same keyword.
In the platformSearch
Quality Score
Quality Score is Google's 1–10 diagnostic of how relevant a keyword's ads and landing page are compared with other advertisers on the same keyword.
It is built from three components, each rated Above average, Average or Below average: expected CTR, ad relevance and landing page experience. Google calls it a diagnostic tool, not an input to the auction; the auction uses real-time quality signals at each search. Still, a low score usually points to the same problems that raise your costs and lower your position, so it maps where relevance is weak.
Where you'll see it
In Google Ads go to Campaigns > Audiences, keywords and content > Search keywords, then add the columns "Quality Score", "Exp. CTR", "Ad relevance" and "Landing page exp.". Historical versions ("Qual. Score (hist.)") show changes over time. Keywords with too little traffic show a dash. Meta and TikTok have no Quality Score; Meta's ad relevance diagnostics (Quality, Engagement and Conversion rate rankings) are the closest equivalent.
Worked exampleFixing ad relevance on a score-4 keyword
The keyword spends $900 a month at $3.00 per click (300 clicks). Ad relevance is "Below average": its ad group has 30 unrelated keywords sharing one generic ad.
After a move to a tighter ad group with an ad that uses its wording, ad relevance rises to "Average". If position holds at $2.60 per click, 300 clicks cost $780, an estimated $120 a month less. Actual results depend on the auction.
Do
- Fix the component that is Below average
- Start with high-spend keywords
Don't
- Chase the number itself
- Assume a 10 means profit; it says nothing about conversions