What is Google Ads Quality Score and How to Improve It?
Posted: Tue Apr 22, 2025 3:48 am
If you advertise on Google Ads, you surely know how important Quality Score is.
That's because Quality Score has a huge impact on the costs and impressions of your search campaigns.
What is Google Ads Quality Score?
Quality Score is a diagnostic tool meant to give you an whatsapp number list idea of how your ad quality compares to other advertisers .
This score is measured on a scale of 1-10 and can be used at the keyword level. A higher Quality Score means your ad and landing page are more relevant and useful to someone searching for your keyword compared to other advertisers.
It's also used to determine your cost per click (CPC) and is multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on the following factors:
Your click-through rate (CTR).
The relevance of each keyword to its ad group.
The quality and relevance of the landing page.
The relevance of your ad copy.
Your past Google Ads account performance.
How is Google Ads Quality Score Calculated?
In Google Ads, Quality Score is calculated based on the combined performance of three key components as an indicator of the effectiveness of your ad campaigns: expected click-through rate, ad relevance, and landing page experience.
Expected Clickthrough Rate (CTR): This is the likelihood that your ad will be clicked when it is shown. Expected clickthrough rate measures how likely it is that your ad will grab users' attention and encourage them to click.
Ad Relevance: Evaluates how closely your ad matches the user's search intent. The relevance of your ad copy to the search query is an important factor in this component.
Landing Page Experience: Measures how relevant and useful your landing page is to users who click on your ad. It is critical for this component that users can easily find the information they are looking for and have a good user experience.
Each component is rated as “Above Average,” “Average,” or “Below Average.” This rating is based on how your ads compare to other advertisers’ ads that have appeared for the same keyword in the last 90 days.
Good to know: A broad match keyword will have a Quality Score if it has a corresponding exact match keyword and has had impressions in the last 90 days, even if it has no impressions. If there are impressions matching a broad match keyword for searches on an exact match keyword in the same ad group, the same Quality Score will be reported for both keywords.
If any of these components have an “Average” or “Below Average” status, this is usually an opportunity for improvement. Making adjustments in these areas to increase your Quality Score can significantly improve your campaign performance.
How to Check Your Quality Score in Google Ads?
Checking your Quality Score in Google Ads is an important step to evaluate and improve your campaign performance. You can check your quality score in your ADS dashboard by following the steps below.
Log in to your Google Ads account.
On the home page of your Google Ads account, click the Campaigns icon.
Click the 'Audiences, Keywords, and Content' drop-down menu in the section menu.
Click on 'Search Keywords'.
Click the columns icon in the top right corner of the table. This icon allows you to manage your Google Ads column settings.
Open the Quality Score section under the “Change Keywords Columns” section.
To view your current Quality Score and its component statuses, select any of the following to add them to your statistics table:
Quality Score
Landing Page Experience
Expected CTR (Click Through Rate)
Ad Relevance
To see historical Quality Score statistics for the reporting period you are reviewing, select any of the following metrics:
Quality Score (history)
Landing Page Experience (past)
Ad Relevance (past)
Expected CTR (Click Through Rate) (historical)
By following these steps, you can easily review the Quality Scores and related components of keywords in your Google Ads account and manage your campaigns more effectively.
How to Improve Your Google Ads Quality Score?
Quality Score is a critical metric that determines where and how often your ads appear. That’s why improving your Quality Score is vital to improving your account’s overall performance. Here are some steps you can take:
Review Quality Score Components: Take a deep dive into Quality Score components like expected click-through rate, ad relevance, and landing page experience. Assess the health of each of these components to determine if you can update your ad copy, keyword selection, or landing page content.
Make Your Ads More Keyword-Related: Make your ad copy directly relevant to user search terms. Split ad groups that contain a wide variety of keywords into multiple ad groups that better match user searches. Try grouping your keywords by theme, based on your products, services, or other categories.
Try to Improve Your Click-Through Rate (CTR): Make your ad copy more appealing to your target audience, highlight a unique benefit of your product or service, such as free shipping. Experiment with different call-to-actions and create call-to-actions that are closely tied to your landing page.
Update Your Landing Page: It’s important to provide visitors with a great website experience. Create mobile-friendly, fast-loading landing pages that feature content that matches their search terms.
Use Quality Score Along with Other Metrics: Consider other metrics in your account, such as click-through rate, conversion rate, and site engagement. These metrics are tied to your performance and can help you identify areas for improvement.
Focus on relevance: Low Google Ads Quality Scores are often the result of a disconnect between keywords, ad groups, ad copy, and landing page content. A Google Ads account that’s organized into appropriate keyword groups and includes landing pages that match your ad copy’s bid will naturally achieve a high Quality Score. Paying attention to relevance is key to improving your Quality Score.
Frequently Asked Questions
Q: How often should I review my Quality Score?
A: Regularly reviewing your Quality Score helps you monitor the effectiveness of your campaigns and make any necessary adjustments.
Q: Will improving Quality Score reduce my advertising costs?
A: Yes, a higher Quality Score can reduce your overall advertising costs by lowering your cost per click and cost per conversion.
Q: Does ad relevance affect Quality Score?
A: Absolutely. Ad relevance is a critical factor in determining Quality Score. Ads that closely match the intent of users' search queries typically have higher Quality Scores.
Q: How does landing page affect Quality Score?
A: Landing page quality is very important. Pages that are relevant, helpful, and provide a user-friendly experience directly contribute to a higher Quality Score.
Q: Is CTR an important factor in Quality Score?
A: Yes, click-through rate is an important component of Quality Score. Ads that receive more clicks than impressions generally show higher relevance and effectiveness, which positively impacts Quality Score.
Boost Your Google Ads Success: Expert Help and Training Opportunities
Increase Your Advertising Success with Survivor Digital
If you want to make your Google Ads campaigns more effective, you should consider working with Survivor Digital, an expert Google Partner agency in the field . The support of an experienced team in the management and optimization of your advertising campaigns will help you develop your advertising strategies and achieve your goals. For detailed information and a quote, visit our Google Ads Advertising Agency page
Get Training to Develop Your Own Advertising Strategy
If you prefer to manage your Google Ads ads yourself but need more information, you can increase your knowledge by taking Google Ads training . Survivor Digital Academy offers different Google Ads trainings from beginner to advanced level. Trainings cover a wide range from search network ads to campaign optimization. For more information about training programs, visit the Google Ads Training page.
That's because Quality Score has a huge impact on the costs and impressions of your search campaigns.
What is Google Ads Quality Score?
Quality Score is a diagnostic tool meant to give you an whatsapp number list idea of how your ad quality compares to other advertisers .
This score is measured on a scale of 1-10 and can be used at the keyword level. A higher Quality Score means your ad and landing page are more relevant and useful to someone searching for your keyword compared to other advertisers.
It's also used to determine your cost per click (CPC) and is multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on the following factors:
Your click-through rate (CTR).
The relevance of each keyword to its ad group.
The quality and relevance of the landing page.
The relevance of your ad copy.
Your past Google Ads account performance.
How is Google Ads Quality Score Calculated?
In Google Ads, Quality Score is calculated based on the combined performance of three key components as an indicator of the effectiveness of your ad campaigns: expected click-through rate, ad relevance, and landing page experience.
Expected Clickthrough Rate (CTR): This is the likelihood that your ad will be clicked when it is shown. Expected clickthrough rate measures how likely it is that your ad will grab users' attention and encourage them to click.
Ad Relevance: Evaluates how closely your ad matches the user's search intent. The relevance of your ad copy to the search query is an important factor in this component.
Landing Page Experience: Measures how relevant and useful your landing page is to users who click on your ad. It is critical for this component that users can easily find the information they are looking for and have a good user experience.
Each component is rated as “Above Average,” “Average,” or “Below Average.” This rating is based on how your ads compare to other advertisers’ ads that have appeared for the same keyword in the last 90 days.
Good to know: A broad match keyword will have a Quality Score if it has a corresponding exact match keyword and has had impressions in the last 90 days, even if it has no impressions. If there are impressions matching a broad match keyword for searches on an exact match keyword in the same ad group, the same Quality Score will be reported for both keywords.
If any of these components have an “Average” or “Below Average” status, this is usually an opportunity for improvement. Making adjustments in these areas to increase your Quality Score can significantly improve your campaign performance.
How to Check Your Quality Score in Google Ads?
Checking your Quality Score in Google Ads is an important step to evaluate and improve your campaign performance. You can check your quality score in your ADS dashboard by following the steps below.
Log in to your Google Ads account.
On the home page of your Google Ads account, click the Campaigns icon.
Click the 'Audiences, Keywords, and Content' drop-down menu in the section menu.
Click on 'Search Keywords'.
Click the columns icon in the top right corner of the table. This icon allows you to manage your Google Ads column settings.
Open the Quality Score section under the “Change Keywords Columns” section.
To view your current Quality Score and its component statuses, select any of the following to add them to your statistics table:
Quality Score
Landing Page Experience
Expected CTR (Click Through Rate)
Ad Relevance
To see historical Quality Score statistics for the reporting period you are reviewing, select any of the following metrics:
Quality Score (history)
Landing Page Experience (past)
Ad Relevance (past)
Expected CTR (Click Through Rate) (historical)
By following these steps, you can easily review the Quality Scores and related components of keywords in your Google Ads account and manage your campaigns more effectively.
How to Improve Your Google Ads Quality Score?
Quality Score is a critical metric that determines where and how often your ads appear. That’s why improving your Quality Score is vital to improving your account’s overall performance. Here are some steps you can take:
Review Quality Score Components: Take a deep dive into Quality Score components like expected click-through rate, ad relevance, and landing page experience. Assess the health of each of these components to determine if you can update your ad copy, keyword selection, or landing page content.
Make Your Ads More Keyword-Related: Make your ad copy directly relevant to user search terms. Split ad groups that contain a wide variety of keywords into multiple ad groups that better match user searches. Try grouping your keywords by theme, based on your products, services, or other categories.
Try to Improve Your Click-Through Rate (CTR): Make your ad copy more appealing to your target audience, highlight a unique benefit of your product or service, such as free shipping. Experiment with different call-to-actions and create call-to-actions that are closely tied to your landing page.
Update Your Landing Page: It’s important to provide visitors with a great website experience. Create mobile-friendly, fast-loading landing pages that feature content that matches their search terms.
Use Quality Score Along with Other Metrics: Consider other metrics in your account, such as click-through rate, conversion rate, and site engagement. These metrics are tied to your performance and can help you identify areas for improvement.
Focus on relevance: Low Google Ads Quality Scores are often the result of a disconnect between keywords, ad groups, ad copy, and landing page content. A Google Ads account that’s organized into appropriate keyword groups and includes landing pages that match your ad copy’s bid will naturally achieve a high Quality Score. Paying attention to relevance is key to improving your Quality Score.
Frequently Asked Questions
Q: How often should I review my Quality Score?
A: Regularly reviewing your Quality Score helps you monitor the effectiveness of your campaigns and make any necessary adjustments.
Q: Will improving Quality Score reduce my advertising costs?
A: Yes, a higher Quality Score can reduce your overall advertising costs by lowering your cost per click and cost per conversion.
Q: Does ad relevance affect Quality Score?
A: Absolutely. Ad relevance is a critical factor in determining Quality Score. Ads that closely match the intent of users' search queries typically have higher Quality Scores.
Q: How does landing page affect Quality Score?
A: Landing page quality is very important. Pages that are relevant, helpful, and provide a user-friendly experience directly contribute to a higher Quality Score.
Q: Is CTR an important factor in Quality Score?
A: Yes, click-through rate is an important component of Quality Score. Ads that receive more clicks than impressions generally show higher relevance and effectiveness, which positively impacts Quality Score.
Boost Your Google Ads Success: Expert Help and Training Opportunities
Increase Your Advertising Success with Survivor Digital
If you want to make your Google Ads campaigns more effective, you should consider working with Survivor Digital, an expert Google Partner agency in the field . The support of an experienced team in the management and optimization of your advertising campaigns will help you develop your advertising strategies and achieve your goals. For detailed information and a quote, visit our Google Ads Advertising Agency page
Get Training to Develop Your Own Advertising Strategy
If you prefer to manage your Google Ads ads yourself but need more information, you can increase your knowledge by taking Google Ads training . Survivor Digital Academy offers different Google Ads trainings from beginner to advanced level. Trainings cover a wide range from search network ads to campaign optimization. For more information about training programs, visit the Google Ads Training page.