Quality Score (Google)

What is Quality Score (Google)?

Quality Score (Google) is a grading system used by Google Ads to evaluate the relevance of ads, keywords, and landing pages in relation to a user’s search query. It is an algorithm that assigns a score to each keyword in an advertisement campaign, based on how closely related the keyword is to the ad and how relevant it is to the user’s search query. The higher the Quality Score, the better the ad is viewed by Google, and the lower the cost of the advertisement.

How is Quality Score (Google) Calculated?

Quality Score (Google) is calculated using a combination of factors, including, but not limited to:

  • Expected clickthrough rate (CTR): This is based on the past performance of the keyword and ad.
  • Ad relevancy: This is based on how closely related the keyword is to the ad.
  • Landing page experience: This is based on the quality and relevance of the landing page a user is directed to when they click on the ad.

Google will also take into account other factors such as device type, the length of time an ad has been running, and the user’s geographic location.

How Does Quality Score (Google) Impact Your Ads?

The higher the Quality Score (Google), the better the ad is viewed by Google. This means that ads with higher Quality Scores will be more likely to show up in search results, and those with lower Quality Scores will be less likely to show up. In addition, ads with higher Quality Scores will cost less than those with lower Quality Scores. This is because Google rewards advertisers with high Quality Scores by charging them less for their ads.


Quality Score (Google) is an important part of a successful Google Ads campaign. By understanding how Quality Score is calculated, and how it can impact your ads, you can ensure your ads are seen by the right people, at the right time, and at the most cost-effective rate.