How to Improve Your Google Ads Quality Score

Quality Score (rated 1-10) is Google's assessment of how relevant and useful your ad and landing page are to the person searching, combining three factors: expected click-through rate, ad relevance, and landing page experience. A higher score means Google trusts your ad enough to show it more often, at a lower cost, for the same bid.

This measures how likely your ad is to be clicked relative to competitors targeting the same keyword — driven largely by how well your ad copy matches genuine search intent. Tightly themed ad groups (a handful of closely related keywords per group, rather than broad, mixed groups) consistently produce better expected CTR than loosely organized campaigns.

Ad relevance is about how closely your ad copy matches the keywords in that specific ad group — generic ads spread across many unrelated keywords score poorly here. Landing page experience evaluates whether the page a click lands on actually delivers on what the ad promised, loads quickly, and provides a genuinely useful, relevant experience (see our landing page guide).

Improving Quality Score doesn't just reduce cost per click — it improves ad position at the same bid, creating a compounding advantage: better position drives better CTR, which reinforces Quality Score further. This is why Quality Score work is one of the highest-leverage, most durable optimizations available in a Google Ads account, rather than a one-time setup task.