Quality Score is a rating from 1 to 10 that Google Ads gives each keyword. It sums up three things: the likelihood of a click on your ad, how relevant your copy is to the search, and the experience on your landing page. A low score means you’re paying more per click than you should. To raise it, write ads closer to the search and build pages that deliver on what the ad promises.
A lot of people try to fix high costs by raising their bid. Sometimes it’s the opposite: the bid is high because quality is low, and Google charges more to show an ad it considers less useful.
Where to check your score
In your Search campaign’s keyword list. The Quality Score columns are hidden by default. Add them through the column selector: Quality Score, Expected CTR, Ad Relevance, and Landing Page Experience.
Each component shows up as above average, average, or below average. That’s where the diagnosis is.
The three components
A official explanation defines it this way, and the practical takeaway comes right after.
Expected CTR. The likelihood that someone clicks your ad. It drops when the ad is generic, when it shows up for unrelated searches, or when a competitor offers something clearer.
Ad Relevance. How closely your copy matches the search. It drops when an ad group mixes different topics, for example “implant,” “whitening,” and “braces” in the same group with a single ad.
Landing Page Experience. Whether the page answers the search, loads fast, and works on mobile. It drops when an ad for “dental implant” leads to the clinic’s generic homepage.
How to improve each one
Expected CTR
- Put the word the person searched for in your ad headline.
- Give them a reason to click: a timeframe, a service guarantee, your location, a concrete differentiator.
- Use ad assets (phone number, location, extra links). They take up more space and increase clicks.
- Add negative keywords for unrelated searches. Read negative keywords in Google Ads.
Ad Relevance
- Split your groups by intent. One group per service, with keywords similar to each other.
- Write headlines specific to each group, instead of one ad that tries to cover everything.
Landing Page Experience
- Send each group to the page for the advertised service, not the homepage.
- Keep the answer to the search visible without scrolling.
- Cut down mobile load time. Heavy images and too many scripts are the usual culprits.
- Keep the path to contact short: a WhatsApp button, phone number, or a three-field form.
What the score isn’t
The score itself doesn’t enter the auction directly. It’s a summary of factors that do, calculated from historical data. That’s why chasing a perfect 10 on every keyword doesn’t pay off. A keyword with a score of 5 that sells well can be better than one with a 9 that doesn’t convert.
Use the score to find problems, not as a goal in itself.
When a low score deserves attention
- An expensive keyword with a score of 1 to 4. That’s money going out for a fixable problem.
- Landing Page Experience below average across several keywords. The problem is the page, not the ad.
- Relevance below average across an entire group. The group is mixing topics.
This cross-check is part of our free Google Ads audit, which also looks at the speed and content of your landing page. To understand the auction behind the score, see how Google Ads works.
Frequently asked questions
Why does a new keyword show no score? The score needs enough impressions. Without history, the field stays blank.
Does the score change quickly? It changes as data builds up. After a major change to the ad or the page, it takes a few weeks to show.
Does a nice-looking page improve the score? What matters is whether the page is relevant, fast, and easy to use on mobile. Looking good helps conversions, but it’s not the criterion.
Is it worth hiring someone just for this? Usually the score improves along with the account structure. It’s one of the areas covered by Google Ads management.