What is a Quality Score?

A Google Ads metric that rates how relevant your pay-per-click (PPC) ads and landing pages are to your chosen keywords. Google doesn’t reveal its exact calculation, but your estimate is based on ad relevance to keywords, expected click-through rate (CTR), and landing page experience. If you want to improve your quality score, Google recommends optimizing your ads and landing pages and revisiting your keyword plan.


Suppose a company is running a Google Ads campaign for its online shoe store. One of the targeted keywords is “running shoes.” The Quality Score for this keyword is determined based on factors such as the relevance of the ad text and landing page to the keyword, the historical click-through rate (CTR) of the keyword, and the overall user experience of the landing page.

If the company’s ad for “running shoes” is highly relevant to the keyword and leads users to a well-designed landing page with relevant content and a seamless user experience, it may receive a high Quality Score from Google. As a result, the company’s ad may appear in higher positions on the search results page and achieve a lower CPC compared to competitors with lower Quality Scores for the same keyword. Achieving and maintaining a high Quality Score is essential for optimizing the performance and cost-effectiveness of paid search advertising campaigns.

Go back to the Marketing Glossary >>