What Is Google Ads Quality Score? | Improve Your Ad Campaigns

Updated July 8, 2026· 3 min read

What is Google Ads Quality Score?

Google Ads Quality Score is a metric that measures the relevance and quality of your ads, keywords, and landing pages. It plays a crucial role in ad rank and determines both cost-per-click (CPC) and the position of your ad on the search results page.

Quality Score components at a glance

Component	What Google evaluates	Improvement lever
Expected CTR	Likelihood of clicks vs. peers	Strong headlines, tight match types
Ad relevance	Alignment between query, keyword, and ad	Single-theme ad groups
Landing page experience	Speed, mobile UX, content match	Relevant, fast post-click pages

How Is Quality Score Calculated?

Google evaluates three primary factors when calculating an ad’s quality score:

1. Expected Click-Through Rate (CTR): Predicts how likely users are to click on your ad based on historical performance.
2. Ad Relevance: Measures how closely your ad aligns with a user’s search intent and keywords.
3. Landing Page Experience: Assesses how useful and user-friendly your landing page is after someone clicks on your ad.

A higher quality rating means your ad is more relevant and has a better chance of appearing in top positions. Google Ads Help

How to Check Google Ads Quality Score

You can view the Quality Score for your keywords in Google Ads by following these steps:

1. Go to your Google Ads dashboard.
2. Select the Campaigns tab and choose a campaign.
3. Add the Quality Score column to view scores for each keyword.

How to Improve Quality Score in Google Ads

Here are some strategies to boost your Quality Score:

1. Optimize Ad Copy Use relevant keywords in your ad copy to align with user intent. Well-written ads that match search queries increase ad relevance and expected CTR. Learn more about writing effective ad copy.
2. Use Ad Extensions Adding sitelinks, call extensions, and location extensions can make your ads more relevant and informative. These assets increase visibility and engagement. Explore what are ad extensions for examples.
3. Enhance Landing Page Experience Ensure your landing pages load quickly, are mobile-friendly, and provide valuable, relevant content that matches your ad. Review Google’s Landing Page Experience guidelines.
4. Monitor and Adjust Keywords Regularly review your keyword performance. Add negative keywords to prevent your ads from showing up in irrelevant searches and wasting budget.

Higher Quality Scores support stronger CTR in Google Ads. Teams often optimize scores through paid search capabilities.

Frequently Asked Questions

How is Quality Score calculated in Google Ads?

Google calculates Quality Score from expected CTR, ad relevance, and landing page experience. Each component is rated Below Average, Average, or Above Average.

How do you check your Quality Score in Google Ads?

Open your campaign, go to Keywords, customize columns, and add Quality Score plus its subcomponents for each keyword.

Where do you find Quality Score in Google Ads?

Quality Score appears in the Keywords view when you enable the Quality Score column. Auction Insights can add competitive context.

How can you improve Quality Score in Google Ads?

Tighten keyword-to-ad alignment, improve landing pages, use relevant extensions, and add negative keywords to block irrelevant queries.