Google Ads Quality Score is a diagnostic metric that helps advertisers understand how relevant and useful their Search ads and landing pages are compared with those of other advertisers. It highlights potential areas for improvement by evaluating three components: expected click-through rate, ad relevance, and landing page experience. Understanding these factors helps advertisers identify quality issues and make informed decisions about their keywords, ad messaging, and landing pages.
1. What is Google Ads Quality Score
Google Ads Quality Score is a keyword-level diagnostic tool available for Search campaigns. It is reported on a scale from 1 to 10 and indicates how the quality of an ad and its landing page compares with other advertisers. A higher score generally indicates stronger reported quality, while a lower score can highlight areas that may need attention. However, Quality Score is not a direct measure of campaign profitability or a performance target that advertisers should maximize in isolation. Some keywords may display a dash instead of a numerical score when there is insufficient data to calculate a meaningful assessment.
2. The Three Factors That Influence Google Ads Quality Score
Google evaluates three components when reporting Quality Score. Each component receives a status of Above average, Average, or Below average, helping advertisers identify potential weaknesses in their advertising experience.
2.1 Expected Click-Through Rate
Expected click-through rate (CTR) estimates how likely an ad is to receive a click when shown for a particular keyword. It provides an indication of the ad’s expected performance compared with other advertisers in comparable searches. Expected CTR differs from the actual CTR displayed in campaign performance reports. Actual CTR measures the proportion of impressions that resulted in clicks, while expected CTR is a diagnostic assessment of anticipated performance. A below-average status may indicate that the ad is less likely to attract clicks than competing ads in comparable searches. Advertisers can review whether their ads communicate relevant benefits and address users’ search intent.
2.2 Ad Relevance
Ad relevance measures how closely an ad matches the intent behind a user’s search. The relationship between the keyword, search query, and ad message helps determine whether the advertisement addresses what the user is looking for. For example, a person searching for “waterproof hiking boots for women” is more likely to find an ad specifically promoting women’s waterproof hiking boots relevant than a generic advertisement for outdoor clothing. When ad relevance is average or below average, advertisers can review their keyword themes, ad groups, and ad copy. Organizing related keywords into appropriate ad groups and aligning messaging with search intent can help make advertisements more relevant.
2.3 Landing Page Experience
Landing page experience assesses how relevant and useful the destination page is to people who click an ad. The page should deliver what the advertisement promises and help visitors find the information they expect.
Important considerations include:
- Relevant content that matches the user’s search and the advertised offer.
- Consistent messaging between the ad and the destination page.
- Clear navigation that helps visitors find important information without confusion.
- Mobile usability that allows visitors to read and interact with the page comfortably.
- Efficient loading that supports a smooth browsing experience.
In February 2025, Google refined its ad quality systems by introducing a prediction model designed to better assess landing page navigation experiences. This reinforces the importance of making relevant information easy to find. It did not introduce a fourth Quality Score component. For example, an ad promoting discounted running shoes should lead to a page where the advertised shoes and offer are easy to locate, rather than a general homepage that requires visitors to search through multiple categories.
3. How Google Evaluates Quality Score Components
Google assigns each component one of three statuses.
- Above average indicates comparatively stronger performance for the component.
- Average indicates performance broadly comparable to the relevant comparison group.
- Below average indicates a potential area for improvement.
These assessments are based on comparisons with other advertisers whose ads appeared for the same exact search over the preceding 90 days. Component statuses help advertisers understand where to focus their attention. For example, a keyword with below-average Expected CTR but above-average Landing Page Experience may warrant a closer review of the ad itself rather than an immediate redesign of the landing page. Advertisers should evaluate each component individually instead of assuming that the overall numerical score explains every quality issue.
4. How to Improve Google Ads Quality Score
The most useful approach is to address the underlying issues indicated by component ratings rather than making changes simply to increase the 1–10 score.
4.1 Improve Ad Relevance
Review whether the ad copy directly addresses the keywords and search intent it targets. Organize distinct keyword themes into appropriate ad groups and use specific messaging that responds to users’ needs. For example, an ad targeting searches for men’s running shoes should clearly communicate the relevant products or benefits rather than relying entirely on a broad sportswear message.
4.2 Strengthen Expected CTR
Review whether the ad gives users a clear and relevant reason to click. Make the message specific, communicate meaningful benefits, and use calls to action that match the user’s intent. The goal is not simply to increase clicks. Ads should attract relevant visitors who are more likely to engage with the offer and contribute to business objectives.
4.3 Improve Landing Page Experience
Check whether the destination page matches the advertisement, presents relevant information clearly, and works well across devices. Make important content easy to find and remove unnecessary navigation barriers. Keep the message consistent from the search ad to the landing page so visitors can quickly confirm that they have reached the right destination.
5. Quality Score and Google Ads Auction Performance
Quality Score, Ad Rank, and Max CPC bid are different concepts, although they relate to different aspects of Google Ads.
Quality Score is a diagnostic metric that helps advertisers evaluate expected CTR, ad relevance, and landing page experience.
Ad Rank is used during the auction to determine whether an ad is eligible to appear and where it may appear relative to other eligible ads. It considers factors including the bid, auction-time ad quality, Ad Rank thresholds, competition, search context, and the expected impact of assets and other ad formats.
Max CPC bid is the maximum amount an advertiser is generally willing to pay for a click under the applicable bidding setup. Actual CPC is determined through the auction and can be lower than the maximum bid.
The reported Quality Score is not a direct input in the auction. Therefore, a score of 10 does not guarantee the top ad position or a particular CPC, and a higher bid does not directly increase the reported Quality Score.
6. How to Check Google Ads Quality Score
Advertisers can review Quality Score and its components in the Google Ads interface.
- Open the relevant Search campaign and navigate to the Keywords section.
- Open the columns settings in the reporting table.
- Select the option to modify columns.
- Locate the Quality Score category.
- Add the following columns to the table.
- Quality Score
- Expected CTR
- Ad Relevance
- Landing Page Experience
- Apply the changes to view the metrics alongside the relevant keywords.
Historical Quality Score and component columns can also help advertisers review changes over a selected reporting period. This makes it easier to observe whether reported ratings have changed after adjustments to ad copy or landing pages. Use these metrics to identify potential weaknesses rather than judging campaign success solely by the numerical score.
7. Conclusion
Google Ads Quality Score is a keyword-level diagnostic tool based on expected click-through rate, ad relevance, and landing page experience. Its component ratings help advertisers understand where their Search ads may be falling short of users’ expectations. The most effective approach is to review these ratings individually, align ad messaging with search intent, and provide useful landing pages that deliver on the ad’s promise. Quality Score is most valuable when used to diagnose potential improvements, while campaign performance should be evaluated through meaningful metrics such as conversions, conversion rate, costs, and business results.
