Two advertisers bid on the same keyword. One pays less per click and still appears above the other. The reason is usually ad quality, and the clearest window Google gives you into it is Quality Score.
Quality Score is one of the most misunderstood numbers in Google Ads. Some advertisers obsess over it, others ignore it. The truth sits in between: it's a diagnostic tool, not a setting you optimise directly, but the three things it measures have a real effect on your costs and ad positions.
This guide explains what Quality Score is, how to read its components, and a step-by-step process to improve each one, using Google's own documentation as the reference point.
Key Takeaways
- Quality Score is a 1–10 keyword-level diagnostic for Search campaigns.
- It has three components: expected CTR, ad relevance and landing page experience, each rated Above average, Average or Below average.
- Google says Quality Score itself is not an input in the ad auction, but ad and landing page quality do feed into Ad Rank.
- Fix the component that's “Below average” first; it tells you whether the problem is the keyword, the ad or the page.
- Tighter ad groups, intent-matched ad copy and fast, relevant landing pages are the main levers.
What is Quality Score?
“Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers.”
— Google Ads Help, About Quality Score for Search campaigns
The score runs from 1 to 10 and is available for each keyword. It is calculated from the combined performance of three components, judged against other advertisers whose ads showed for the exact same search over the last 90 days. If you see a dash (“—”) instead of a number, there haven't been enough searches that exactly match that keyword yet.
Importantly, Google is clear that the score is a report card, not a dial:
“Quality Score is not an input in the ad auction.”
— Google Ads Help, About Quality Score for Search campaigns
Quality Score vs Ad Rank
What actually decides your position and cost is Ad Rank. According to Google's Ad Rank documentation, it is calculated from factors including your bid, the quality of your ads and landing page, the competitiveness of the auction and the context of the person's search, along with Ad Rank thresholds and the expected impact of assets and other ad formats. The quality signals Google uses in real time overlap with what Quality Score summarises, which is why improving the components tends to improve results. Google notes you can win a higher position at a lower price with highly relevant keywords and ads.
The three Quality Score components
| Component | Google's definition | Usual causes of “Below average” | Main fixes |
|---|---|---|---|
| Expected CTR | The likelihood that your ad will be clicked when shown | Generic ad copy, weak offer, keyword too broad for the ad | Sharper headlines, clear benefits, specific offers, better assets |
| Ad relevance | How closely your ad matches the intent behind a user's search | Too many unrelated keywords in one ad group | Split ad groups by theme, mirror search language in headlines |
| Landing page experience | How relevant and useful your landing page is to people who click your ad | Generic homepage, slow load, mismatched message, poor mobile UX | Dedicated pages, message match, speed and mobile fixes |
Because each component has a status, Quality Score tells you where to look. A keyword with Above average expected CTR and ad relevance but Below average landing page experience doesn't need new ads. It needs a better page.
How to find your Quality Score
- In Google Ads, open the Keywords page from the Campaigns menu.
- Click the columns icon above the table and choose Modify columns.
- Open the Quality Score section and add Quality Score, Landing page exper., Ad relevance and Exp. CTR.
- Optionally add the historical columns, such as Qual. Score (hist.), which Google introduced in 2017 so you can see how scores changed over a date range.
- Apply and sort by impressions or cost, so you focus on keywords that matter to spend.
How to improve Quality Score step by step
- Prioritise by spend. A score of 3 on a keyword with 20 impressions a month is irrelevant. Start with the keywords that drive the most cost.
- Diagnose the weak component for each one using the status columns.
- Restructure ad groups where ad relevance is low, grouping keywords by a single theme or service.
- Rewrite ads where expected CTR is low, then let responsive search ads test combinations.
- Improve or replace landing pages where landing page experience is low.
- Clean up keywords and search terms, adding negatives and pausing keywords that don't fit any ad group.
- Review historical columns monthly to confirm changes are working.
Improving expected CTR
- Put the core keyword theme or a close variant in at least one pinned or high-performing headline.
- Lead with a specific benefit: “Same-day repair”, “Free UK delivery”, “No contract”.
- Add a clear call to action that matches what the landing page offers.
- Use relevant assets (sitelinks, callouts, structured snippets) to make the ad more useful.
- Exclude irrelevant searches with negative keywords; showing ads to the wrong queries drags CTR down.
Strong keyword research and an understanding of the different types of keywords help you separate high-intent searches from browsers.
Improving ad relevance
Google's advice is to align ad text with what people search and to split ad groups whose keywords can't all be served by one ad. If an ad group mixes “emergency plumber”, “boiler installation” and “bathroom fitting”, no single ad can be relevant to all three. Split them so each ad speaks to one intent, and use long-tail keywords where they reveal a distinct need.
Improving landing page experience
Google's guidance boils down to giving people what they're looking for, keeping the message consistent between ad and page, and making the page fast and easy to use on mobile.
- Message match: the headline should repeat the promise of the ad.
- Relevance: send each ad group to the most specific page, not the homepage.
- Speed: aim for “good” Core Web Vitals, for example an LCP within 2.5 seconds; our guide on how to improve page speed lists practical fixes.
- Trust: show prices or price ranges, reviews, credentials and contact details.
- Clear next step: one primary call to action and a short form.
Google also suggests using conversion rate as a proxy for landing page quality, even though it doesn't affect the status itself. That's where conversion rate optimization and Ads-to-GA4 measurement (see our GA4 beginner's guide) pay off.
Reading Quality Score patterns
| Expected CTR | Ad relevance | Landing page | What it usually means |
|---|---|---|---|
| Below average | Above average | Average or above | Ad is on-topic but not compelling, or the keyword attracts mixed intent |
| Average or above | Below average | Any | Keyword sits in the wrong ad group; split or move it |
| Average or above | Average or above | Below average | The page is the problem: speed, relevance or usability |
| Below average | Below average | Below average | The keyword probably doesn't fit your offer; consider pausing it |
Common mistakes
- Chasing a 10/10 on every keyword. Some keywords will never score highly but still convert profitably. Judge by cost per acquisition.
- Treating Quality Score as a bidding input. It's a diagnostic; the auction uses real-time signals.
- Sending all traffic to the homepage. It's rarely the most relevant page.
- Keyword stuffing ads. Repeating the keyword without a reason to click won't lift expected CTR.
- Ignoring search terms. Broad match without negatives can pull in irrelevant queries that drag down CTR.
- Pausing low-score keywords too early, before there's enough data to judge them.
Related Guides
Frequently Asked Questions
What is a good Quality Score in Google Ads?
Google doesn't define a target score, and higher is better relative to competitors. More useful than chasing a number is the status of each component: aim to remove any Below average ratings.
Does Quality Score affect how much I pay per click?
Not directly, because Google says Quality Score is not an input in the auction. But the factors behind it, expected CTR, ad relevance and landing page experience, feed into Ad Rank, which affects position and cost.
Why does my keyword show a dash instead of a Quality Score?
A dash means there haven't been enough searches that exactly match the keyword to calculate a score yet.
How long does it take for Quality Score to change?
It updates as Google collects new impression data. High-volume keywords can change within days or weeks; low-volume keywords may take much longer.
Does Quality Score apply to Performance Max or Display campaigns?
Quality Score is reported at keyword level for Search campaigns. Other campaign types are still influenced by ad quality, but you won't see a 1–10 keyword score for them.
Conclusion
Quality Score is best used as a map: it shows whether your keyword, ad or landing page is holding you back. Fix the weakest component on your highest-spend keywords first, keep ad groups tightly themed, and make landing pages fast and relevant. The reward in 2026 is the same as it has always been: better positions and more conversions for the same budget.
Want an expert audit of your account? Our PPC management team diagnoses Quality Score issues, and our page speed and conversion optimization specialists fix the landing pages behind them. Request a free quote.
References
- About Quality Score for Search campaigns – Google Ads Help
- 5 ways to use Quality Score to improve your performance – Google Ads Help
- About Ad Rank – Google Ads Help
- Gain deeper insights with improved Quality Score reporting – Google
- Web Vitals – web.dev
- What Is Quality Score? And How It Impacts Your Google Ads – Semrush Blog
