Google Ads Quality Score: What It Is and How to Improve It
Quality Score is Google's rating of your ad relevance.
It directly impacts your cost per click and ad position. Ignoring it means paying more for worse placements.
Ad Rank = Max Bid x Quality Score. Higher Quality Score = lower costs.
The Three Components
Quality Score is built from:
| Component | Weight | What It Measures | | :--- | :--- | :--- | | Expected CTR | High | Historical click through rate | | Ad Relevance | Medium | Keyword to ad match | | Landing Page | Medium | Page quality and relevance |
Improving Expected CTR
Write ads that demand clicks:
- Include the keyword in the headline
- Use numbers and specifics
- Add a clear value proposition
Our Google Ads management team obsesses over CTR improvements.
Improving Ad Relevance
Match ad copy closely to keyword themes.
Single Keyword Ad Groups (SKAGs) still work for high-value terms where relevance matters most.
Improving Landing Page Experience
Your landing page must:
- Load quickly (under 3 seconds)
- Match the ad promise
- Work on mobile
- Have clear calls to action
Monitoring Quality Score
Check Quality Score in the columns picker. Track changes weekly.
For B2B campaigns and ecommerce, Quality Score impacts profitability significantly.
Get Optimized
Book your free audit to identify Quality Score improvements.
About the Author
Performance marketing specialist with 6 years of experience in Google Ads, Meta Ads, and paid media strategy. Helps B2B and Ecommerce brands scale profitably through data-driven advertising.
Need this implemented for you?
Read the guide, or let our specialist team handle it while you focus on the big picture.
Get Your Free Audit