What Quality Score is based on
- Expected click-through rate: how likely your ad is to be clicked when it is shown.
- Ad relevance: how closely your ad matches the intent behind the search.
- Landing page experience: how relevant, useful and easy to use your landing page is.
Each part is rated above average, average or below average.
How it affects your ads
Quality Score itself isn’t used in the ad auction; it summarizes the quality signals that are. Ad Rank combines your bid with that real-time quality, so a strong ad and landing page can win a higher position at a lower cost per click than a competitor with a higher bid.
How to improve it
- Group keywords tightly, so each ad can match its keywords closely.
- Write ads that use the searcher’s words and answer their need.
- Send clicks to a fast landing page that delivers what the ad promised.
- Add negative keywords to stop showing for irrelevant searches.
Quality Score is a Google Ads metric. It has nothing to do with how your site ranks in organic search.