What is Quality Score?
Quality Score is a 1 to 10 rating Google Ads gives each Search keyword, based on expected click-through rate, ad relevance and landing page experience compared with other advertisers. Google calls it a diagnostic tool, not an input in the ad auction: it points to what to fix, while the auction itself uses Ad Rank.
The three parts of Quality Score
Quality Score runs from 1 to 10 and is reported per keyword. It comes from three components, each rated Above average, Average or Below average against other advertisers whose ads showed for the exact same search over the last 90 days.[1]
| Component | What it estimates | Usual fix |
|---|---|---|
| Expected CTR | How likely people are to click your ad when it shows for this keyword | Headlines that repeat the searcher's words and give a reason to click |
| Ad relevance | How closely the ad matches the intent behind the search | Smaller ad groups with one theme, and the keyword in a headline |
| Landing page experience | How relevant and useful the page is for people who click | Send each ad group to the page that answers that search, and make it load fast |
An Average or Below average rating marks the area to work on.[1] A keyword with all three at Above average is already in good shape; chasing a 10 from a 9 rarely pays.
Quality Score vs Ad Rank
Google is explicit that Quality Score is not an input in the ad auction.[1] What decides whether your ad shows, and where, is Ad Rank. Its inputs are your bid, the quality of your ads and landing page, Ad Rank thresholds, how competitive the auction is, the context of the search, and the expected impact of your assets.[2]
The two overlap. Click-through rate feeds a keyword's expected CTR, which Google describes as a component of Ad Rank.[3] And Google says that with relevant keywords and ads you can win a higher position at a lower price than a competitor with a higher bid.[2] So the work that raises Quality Score usually helps Ad Rank too. The score itself is the readout, not the lever.
How to see it
- Open the Keywords page in your Search campaign.
- Open the columns menu and expand the Quality score section.
- Add Quality Score, Exp. CTR, Ad relevance and Landing page exp. The "(hist.)" versions show the score for the date range you picked.[1]
- Segment by day to see when a score changed.
A dash instead of a number means there weren't enough searches exactly matching the keyword to score it.[1] That is common for long, specific keywords and isn't a problem on its own.
How to improve each part
Expected CTR
- Put the main keyword, or close wording, in at least one headline.
- Say something specific: a price, a time frame, a location, a guarantee you actually offer.
- Add sitelinks, callouts and other assets. Google counts the expected impact of assets in Ad Rank.[2]
- Pause keywords that trigger searches with a different intent. Our ad copy grader checks headlines against Google's limits.
Ad relevance
- Split ad groups that mix themes, such as "emergency plumber" and "water heater installation", so each ad can speak to one need.
- Use negative keywords to keep unrelated searches out.
Landing page experience
- Match the page to the ad group. A search for one service should land on that service, not the home page.
- Make the page fast and clear. Google's own troubleshooting guide asks for landing pages that are relevant, fast and have a clear call to action.[4]
- Put the answer to the search above the fold: what you offer, the price or how to get one, and how to contact you.
What not to do
- Don't pause a keyword that converts at a good cost just because its Quality Score is low. Google calls the score a diagnostic, not a KPI.[1]
- Don't average Quality Score across the account. Google says it should not be aggregated with the rest of your data.[1]
- Don't rewrite every ad at once. Change one ad group, wait for new data, then move on.
RunAds writes ad groups around one theme each, and grades every ad before it goes live. Signing up is free. Credit packs start at $25, and Google ad spend uses 5 credits per $1.
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Common questions
What is a good Quality Score?
There is no target number to hit. Google says Quality Score is a diagnostic, not a key performance indicator. Use the three component ratings instead: any component rated Below average is the one to work on first.
Does Quality Score affect cost per click?
Not directly, because it is not an input in the auction. But the things it measures (expected CTR, ad relevance and landing page experience) overlap with the ad quality that feeds Ad Rank, and Google says relevant ads can win a higher position at a lower price.
Why does my keyword show a dash instead of a Quality Score?
A dash means there aren't enough searches that exactly match the keyword to calculate a score. Google suggests finding higher-volume terms or broadening match types so the keyword enters more auctions.
How often does Quality Score update?
The ratings compare your ads with other advertisers whose ads showed for the exact same search over the last 90 days, so a fix can take time to show. Add the historical Quality Score columns and segment by day to follow changes.
Sources
- About Quality Score for Search campaigns, Google Ads Help. Checked Nov 9, 2026.A 1 to 10 keyword-level diagnostic built from expected CTR, ad relevance and landing page experience, compared with other advertisers over the last 90 days. Not an input in the ad auction.
- Ad Rank: Definition, Google Ads Help. Checked Nov 9, 2026.Ad Rank decides whether an ad can show and where. Inputs: bid, ad and landing page quality, Ad Rank thresholds, auction competitiveness, search context and the expected impact of assets.
- Clickthrough rate (CTR): Definition, Google Ads Help. Checked Nov 9, 2026.CTR = clicks / impressions (5 clicks on 100 impressions is 5%). Google says a good CTR is relative to what you advertise and on which networks.
- How to fix Google Ads campaigns not running or low traffic, Google Ads Help. Checked Nov 9, 2026.Ad review takes 1 to 2 days; check the common reasons if there are no impressions after 3 business days. Budget guideline: at least 10x expected CPC or 2 to 3x target CPA. Raise a limited Target CPA by 10 to 20%.
Every outside number on this page links to its source above, with the date we checked it.
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