Quality Score

What Is The Google Quality Score?

The Google quality score is a rating metric in Google ads that gives you an idea of how well your ad compares to your competitor’s ads.

Quality score is measured on a 1-10 scale. The higher the number, the better the quality of your ads.

quality score in google ads dashboard

It is an important metric because it asses the relevance and quality of both your target keywords and Google ads.

This ultimately impacts the cost per click (CPC) you pay and your ads’ position in the search results.

A higher quality score means that your ad and landing page are more relevant to the keyword you are bidding on than your competitors.

Google rewards those with a higher quality score by giving them a better position in the SERPs and charging a lower CPC.

That’s why Quality Score is considered one of the most important metrics for Google advertisers.

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How Is Quality Score Calculated?

Quality Score is calculated by using a combination of 3 core components:

  1. Expected Click-Through Rate: The percentage of people likely to click on your ad when it’s shown
  2. Ad Relevance: How closely your ad matches the search intent of the keyword
  3. Landing Page Experience: How helpful and relevant your landing page is to the searcher

google ads quality score

Each component is further rated as “above average”, “average” or “below average”. The evaluation of each component is compared to your competitor’s ads shown for the same keyword.

For example:

If your ad is more relevant than your competitors to the target keyword, you might receive an “above average” and they would receive “average”.

google ads quality score explained

These ratings then contribute to the final Quality Score you receive on a scale from 1 to 10.


The Google quality score is always relative to your competitors. The better your quality score, the less you have to pay.

How To Check Your Quality Score

Follow these steps to view your quality score for each keyword directly inside your Google Ads dashboard:

  1. Login to your Google Ads account and mouse over “Campaigns” on the left side.
  2. Click Audiences, keywords, and content, and then select “Search Keywords”.
  3. Click on Columns, then click “Modify” columns
  4. Click the search icon, type “Quality Score” and select the “Quality Score” metric
  5. Lastly, click “Apply” and your Quality Score will be displayed in the analytics table

Keep in mind that the Quality Score is calculated on historical data from searches of your exact match keywords.

Changing the match type won’t help your quality score.

How To Increase Quality Score

Here’s how to increase your quality score step by step.

Step #1: Improve Click-Thru-Rate

Start by refining your ad copy to make it more appealing and very relevant to your audience.

Add keywords to your Google ads text that have already proven to perform well and capture attention.

Make sure that you are always testing and updating your ad copy.

Step #2: Enhance Ad Relevance

Relevance is the key to a higher quality score.

Refine your keyword ad groups so they only contain keywords that are very similar to each other. This will allow you to write more targeted ad copy.

Make sure that the ads match the searcher’s intent.

Step #3: Optimise Landing Page Experience

Ensure your landing page is highly relevant to your ads and keywords.

Optimise your landing page by:

  • Improving the usability and navigation of the page
  • Making sure it loads fast
  • Making the page mobile-friendly
  • Providing clear calls to action
  • Ensuring it contains quality information

Your landing page must match the user’s search intent and provide a great experience.

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Frequently Asked Questions

The three components of the Quality Score are expected click-through rate (CTR), ad relevance and landing page experience. Each component is measured against your competitors bidding on the same keyword.
You calculate Quality Score by evaluating three factors: expected click-through rate (CTR), ad relevance and landing page experience. Each factor is assigned a weight and a number to form a score. Google then combines the score from each factor to give you an overall Quality Score.
A good quality score is considered 8-10. A quality score of 5-7 is okay, but your ads need to be improved. If you have a quality score of less than 5, this is considered bad and you need to work on your campaign.

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