What is Google Ads Quality Score?

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Think of Quality Score as Google's way of evaluating the overall user experience your ad and landing page provide when a user searches for a particular keyword. It's a diagnostic tool, rated on a scale of 1 to 10, that gives you insight into how well your ad quality compares to other advertisers. A higher Quality Score indicates that your ad and landing page are more relevant and useful to someone searching for your keyword, compared to your competitors.

It's important to clarify a common misconception: Quality fusion database Score is not a direct input into the ad auction itself. Instead, it's a reflection of various factors that do impact the ad auction. It acts as a helpful indicator to pinpoint areas where you can improve your ad relevance, expected click-through rate, or landing page experience, which in turn will positively influence your ad performance and costs.

The Three Pillars of Quality Score
Google calculates Quality Score based on the combined performance of three key components, each evaluated with a status of "Above average," "Average," or "Below average" relative to other advertisers for the same keyword over the past 90 days:

Expected Click-Through Rate (CTR)
This component is Google's estimation of how likely your ad is to be clicked when shown for a specific search query, regardless of its ad position, assets, and other formats. A higher expected CTR signals to Google that your ad is highly relevant and appealing to users, leading to a better Quality Score.