Google Ads Tutorial

Quality Score in Google Ads: Factors, Formula, Tips to Improve

Table of Contents

  • Introduction
  • What Is Quality Score in Google Ads?
  • Components of Google Ads Quality Score
  • Why Quality Score Matters?
  • Types of Quality Score in Google Ads
  • Formula for Quality Score Calculation
  • What Is a Good Quality Score?
  • Main Factors That Determine Ad Quality Score
  • How to Improve Google Ads Quality Score?
  • Common Misconceptions About Quality Score in Google Ads
  • Challenges in Optimizing Quality Score (With Solutions)


Whether you own your website or work for a company as a marketer, you need to master PPC, especially Google Ads. One of the most crucial concepts of Google ads is Quality Score, which significantly affects the cost and effectiveness of paid search campaigns. 

Similar to how credit score affects a person’s eligibility for a loan and interest rate, quality score influences PPC ad performance and the cost of the ad. 

A good quality score can decrease the cost of your Google ads and increase its ranking. Also, it measures keywords, quality of the ad, and landing pages on a scale of 1-10. There are various factors that affect the quality score- ad relevance, click-through rate, and landing page experience. 

A higher quality score can ensure better placement of your ad on the Google search engine result page. 

Read this article to learn more about Google ads quality score.

What Is Quality Score in Google Ads?

Quality score is a way Google determines the quality and relevance of your keywords and PPC ads. It indicates the experience a searcher will have with Google ads and websites when they search for anything online. 

Your cost per click is multiplied by the maximum bid to find the ad rank in the ad auction process. When you have relevant ads and websites that help searchers find what they are seeking, Google rewards you with high-quality scores. Hence, your ad will appear in a higher position or on top of search results than competitors, and you might pay a lower CPC. 

In short, Google ads quality score is the estimate of the quality of keywords, ads, and landing pages. So, the higher the quality of ads, the lower the prices and the better the ad position. 

From the technical standpoint, this is the conceptual definition of the quality score. Quality score ranges from 1 to 10 number assigned to each search keyword in the account. 1 indicates the worst, whereas 10 is for the best. 

What Is Quality Score in Google Ads?

Components of Google Ads Quality Score

Google Ads quality score depends on various factors, such as:

These are the main Google ads quality score components, but no one knows how much each factor weighs in the quality score algorithm. However, the click-through rate is the most important out of the three. As more people click on your ad, it shows Google that the ad is relevant and helpful for users. In return, Google rewards you with Higher ad rankings and lower costs.

Why Quality Score Matters?

Quality Score in Google Ads is a crucial metric, and understanding its importance is key for anyone involved in digital advertising:

  • Influences Ad Position: Quality Score, combined with your bid amount, determines your Ad Rank, which is where your ad appears on the search engine results page (SERP). A higher Quality Score can lead to better ad positions, even if competitors are bidding higher than you.

  • Reduces Cost-Per-Click (CPC): Google rewards advertisers with high Quality Scores by lowering their CPC. Essentially, the system is designed so that the better the experience you provide for the user, the less you need to pay for a click. This can significantly reduce your overall advertising costs.

  • Improves Ad Visibility: Ads with higher Quality Scores are more likely to be shown by Google. This increased visibility can lead to more clicks and conversions, making your ad campaigns more effective.

  • Enhances Campaign Performance: High Quality Scores are indicative of relevant, well-targeted ads. This relevance leads to better engagement with your audience, which in turn can lead to higher conversion rates. Effective campaigns can positively impact your business's bottom line.

  • Provides Competitive Advantage: If your ads have higher Quality Scores than your competitors, you can achieve better ad placement and visibility for lower costs. This competitive advantage is crucial in the highly competitive digital advertising space.

  • Encourages Better Ad Practices: To achieve a high Quality Score, advertisers must create relevant, high-quality ads and landing pages. This focus on quality benefits the users, as they are more likely to find what they are searching for, and the advertisers, as it drives better campaign performance.

  • Increases Ad Extension Opportunities: Higher Quality Scores can increase the likelihood of your ad extensions being shown. Ad extensions, like site links, call buttons, or location information, enhance your ads and can improve click-through rates.

  • Long-Term Benefits: Maintaining high Quality Scores can provide long-term benefits in terms of cost savings, better ad positions, and overall improved efficiency of your Google Ads campaigns.

Types of Quality Score in Google Ads

There are two types of quality scores in a Google Ads account. First, the visible quality score, which you can see in the account. It helps you know what to optimize to improve the quality score.

Second, the auction quality score, which is determined each time there is a search that might have one of your keywords. As you can have millions of such numbers, they can be overwhelming. So, these numbers are not displayed in the account. 

When we talk about quality score, we commonly refer to the visible quality score as we can see and improve this metric. By improving the visible quality score, we can improve the auction quality score. 

Formula for Quality Score Calculation

The exact formula that Google uses to calculate Quality Score is not publicly disclosed. However, Quality Score in Google Ads is primarily determined by three main factors:

  1. Click Through Rate

  2. Ad Relevance

  3. Landing page experience

The following are the three quality score weights:

  1. Above Average

  2. Average

  3. Below average

The formula to calculate the quality score is based on the following weightings of the above-mentioned score sub-factors:


Landing Page Experience

Ad Relevance

Click Through Rate

Above Average

3.5 points

2 points

3.5 points


1.75 points

1 points

1.75 points

Below average

0 points

0 points

0 points

The quality score formula for Google Ads (as experienced marketers suggest) is:

1 + Landing Page Experience Points + Ad Relevance Points + Click Through Rate Points

What Is a Good Quality Score?

A good quality score of Google Ads depends on different keywords, whether it’s for your own brand, competitors', high-intent, or low-intent.

A good quality score for branded keywords ranges from 8 to 10, whereas a good quality score for competitor’s keywords is 3 or above. If we talk about high-intent keywords, a good quality score is 7 to 9, whereas for low-intent keywords, it’s around 7.

Main Factors That Determine Ad Quality Score

Marketers highly rely on bidding strategies to gain the top position in any ad auction. However, they can’t overlook the quality score as it can harm their position. This i because factors that improve the quality score of Google ads also make those ads more appealing to users. 

The three key factors that affect the quality score are as follows:

  • Expected CTR

CTR is the percentage of users who click on your ad compared to the ones who view your ad. So, it’s your actual CTR compared to what Google assumes the ad and keyword can achieve for a search query. Google evaluates the clicks on your ad based on keyword relevance, text relevance, historical performance, and ad creativity. 

High CTRs indicate users find your ad more reliable and click on it. When users find your ad more relevant and click on it, it leads to above-average expected CTR. Google promotes ads with higher CTR as they are more useful for users. That is why CTR is considered a crucial component of quality score. 

  • Ad Relevance

Your keyword must align with your ad because ad relevance shows how closely the ads are related to the keywords. In simple terms, it determines how close an ad is associated with the search query. 

Google assesses if the message in the ad matches the search intent and keywords. This quality score component is easier to manage than others. When the ad is specific to the keyword, it can result in above-average ad relevance. 

  • Landing Page Relevance and Quality

Google evaluates if your customers are happy with what they come across after clicking on your ad. It checks how relevant your landing page is to the targeted keywords. Moreover, it assesses other factors, such as ease of navigation, transparency, original content, and page load time, as they can affect user experience significantly. By analyzing the quality of the landing page, Google determines if it matches the keyword. 

It also examines the ad text to know if it is related to the keyword. It wants to ensure that advertisers deliver relevant information to users. 

Google uses different factors to evaluate the quality score and assign a score of 1 through 10 to each keyword. Here, the number represents the aggregate relevance of the keyword across auctions and is not used to rank ads as a whole. The ad rank is calculated every time an ad is eligible to appear in the search result. So, its position can change for every search. Hence, this makes the auction time quality score more granular than just 1-10 numbers. 

Quality scores can vary according to several other factors, which fluctuate all the time and are different every time a search happens on Google. The following are a few such contextual elements:

  • User location

  • Search term intent and proximity to keyword

  • Competing ads 

  • Day and time of day

  • Quality Score at that moment

  • Other targeting factors

How to Improve Google Ads Quality Score?

The quality score of Google ads determines how often your ads will appear in the search results. So, to boost your quality score, you need to optimize your ads and work consistently on your Google Ads account. Here are a few tips that will help you improve your Google search ads quality score:

  • Optimize Landing Page

To improve your quality score, you need to test and optimize your landing page as it ensures that you show its best version. The first landing page you create may not be the best. So, try different elements to create an effective ad that compels users to make purchases or take actions that you desire. 

When users click on the ad, they must be impressed by the ad and everything that’s happening on it. You can test all the components individually. Avoid adding too many details, a bunch of buttons on the page, or long paragraphs, as they can hamper user experience. Keep it simple and provide relevant details that direct users to a central call to action (CTA). 

You can test different elements, such as multimedia, heading, layout, and CTA buttons. When your landing page makes it clear as to what you want users to do with minimal clutter, it drives more conversion and boosts the quality score. 

  • Bid on Relevant Keywords

If you want to improve your quality score, it’s time to change your keywords, as they are vital to paid ad campaigns. No matter how strong your ad copy or other elements are, if they are not relevant to your keyword selection, all your efforts are in vain. When you bid on specific keywords, it shows to Google where you want your ads to appear. So, for a high-quality score, it’s essential to target the right and relevant keywords.

Therefore, conduct in-depth keyword research as it helps businesses target the right keywords based on the ad and target audiences. Keyword research ensures that you find relevant terms for your ads, and you can focus on keywords that can drive quality traffic on the website, which drives more leads. 

You can choose from different options. Long-tail keywords that contain three or more terms can drive the best results for the business. Also, they drive interested and qualified leads and keep CPC low as fewer companies target these long phrases.

  • Create a Compelling Ad Copy

Another way to improve your low quality score Google ads is to analyze your ad text and create a copy that attracts more users. Ad copy refers to the heading and description that appears in search results. While writing an ad copy, make sure it drives users to click on the ad and improves your CTR. 

If you think that your ad copy is not so effective, change it to make it more relevant to the keyword selection. The ad copy should use targeted keywords and match the search intent of users. If it doesn’t, then update it immediately. For example, if you sell a television or any other electronic device, don’t just say, ‘Buy a TV from us.’ 

Make it more attractive, like ‘Best Flat Screen TV- Shop at Best Deals’. Focus on words that make users make purchases at once. 

  • Add Negative Keywords

If you are still not using negative keywords for your ad campaigns, you are missing out on a great opportunity to lower the ad cost. As we use keywords to show Google relevant searches for our ads, negative keywords do the opposite. 

They tell Google where not to display our ads. This helps us increase the quality score and achieve higher CTR as ads are shown only to interested users and prevent them from appearing in irrelevant search results. 

When you use negative keywords, you avoid spending money on leads that are not interested in your website, product, or company. So, if you sell only TVs and no other electronic devices, then using negative keywords will ensure that Google doesn’t show your ad for other electronic devices. 

  • Match Ad Copy with Landing Pages

Yes, writing compelling ad copies is challenging, but you should never mislead users with it. Your ad copy should indicate exactly what you sell or offer. If users come to your page due to misleading ads, neither they’ll be happy nor Google. So, make sure your ad copy and landing page match if you want to boost your quality score. 

If your landing page doesn’t mention anything about discounts or offers, never use these words in your ad copy. The synchronized ad copy and landing page ensure more user engagement and a seamless user experience, which Google takes into account while computing quality scores.

Common Misconceptions About Quality Score in Google Ads

There are several common misconceptions about Quality Score in Google Ads that can lead to misunderstandings about how it works and its impact on your advertising efforts. Addressing these misconceptions is important for a more effective and informed approach to your Google Ads campaigns.

1. Quality Score Affects Account-Level Performance

Reality: Quality Score is calculated at the keyword level, not at the account level. While having a high Quality Score for many keywords can overall benefit your campaigns, there's no aggregated "account Quality Score" that affects all campaigns.

2. Quality Score Directly Determines Ad Placement

Reality: Quality Score is a factor in determining Ad Rank, but it's not the only one. Ad Rank also considers the bid amount, the impact of ad extensions, and other factors. A high Quality Score can improve your ad placement, but it's not a guarantee, especially if your bid is significantly lower than competitors'.

3. Higher Quality Scores Always Lead to Lower Costs

Reality: While a high Quality Score can lead to lower cost-per-click (CPC), it's not a direct correlation. Other factors like competition and market dynamics also influence your actual CPC.

4. Quality Score Is a Measure of Ad Effectiveness

Reality: Quality Score is an indicator of the relevancy of your ads, keywords, and landing pages to the user query, but it's not a direct measure of the effectiveness or profitability of your ads. High-performing ads in terms of conversions may not always have the highest Quality Score.

5. Quality Score Is The Most Important Metric

Reality: While Quality Score is important, it's not the only metric you should focus on. Conversion rates, return on ad spend (ROAS), and overall campaign profitability are also crucial for a successful Google Ads strategy.

6. Improving Quality Score Is Always the Best Strategy

Reality: Improving Quality Score should be a priority, but not at the expense of other performance metrics. Sometimes, focusing solely on Quality Score can lead to neglecting other aspects of your campaign that drive actual business results.

7. Landing Page Quality Doesn’t Impact Quality Score Significantly

Reality: The landing page experience is a critical component of Quality Score. A relevant, user-friendly landing page that aligns with your ad and keywords can significantly improve your Quality Score.

8. Quality Score Updates in Real-Time

Reality: Quality Score is not updated in real-time. It's recalculated periodically as users interact with your ads. Changes made to improve Quality Score may take some time to reflect.

Challenges in Optimizing Quality Score (With Solutions)

Optimizing Quality Score in Google Ads presents several challenges for marketers. Understanding these challenges and implementing effective solutions is key to improving Quality Score and, consequently, the performance of ad campaigns. 

  • Challenge: Selecting the Right Keywords

Solution: Conduct thorough keyword research to identify relevant, high-intent keywords. Use tools like Google's Keyword Planner to understand search volumes and competition. Regularly review and refine your keyword list, adding negative keywords to exclude irrelevant traffic.

  • Challenge: Creating Compelling Ad Copy

Solution: Write clear, engaging ad copy that directly addresses the user's search intent. Include relevant keywords in your ad text. Regularly test different versions of your ads (A/B testing) to see what resonates best with your audience.

  • Challenge: Ensuring Ad Relevance

Solution: Align your ad copy with the keywords in each ad group. Create multiple ad groups with tightly themed keyword clusters. This ensures that your ads are as relevant as possible to the user queries.

Solution: Use strong call-to-actions (CTAs) and offers in your ads to entice clicks. Optimize ad formats with extensions such as site links, callouts, and structured snippets. Continuously test and refine your ad copy.

  • Challenge: Optimizing Landing Page Experience

Solution: Ensure your landing pages are relevant to your ads and keywords. Focus on fast loading times, mobile-friendliness, clear CTAs, and easy navigation. Regularly update content and ensure it provides value to the visitor.

  • Challenge: Balancing Quality Score with Business Goals

Solution: Remember that a high Quality Score is a means to an end, not the end itself. Prioritize actions that improve Quality Score without losing sight of the ultimate goal – conversions and ROI.

  • Challenge: Keeping Up with Algorithm Changes

Solution: Stay informed about updates to Google's algorithms and advertising guidelines. Adjust your strategies as needed. Utilize Google Ads' resources and community forums for the latest information.

  • Challenge: Analyzing and Interpreting Data

Solution: Regularly review your Google Ads performance data. Use analytics to understand how changes in Quality Score affect your ad performance and costs. Don't hesitate to use automated tools and scripts to monitor and analyze your campaigns more efficiently.

  • Challenge: Managing Large-Scale Accounts

Solution: For larger accounts with numerous campaigns, ad groups, and keywords, utilize automation and machine learning tools offered by Google Ads. These can help in managing bids, ads, and keywords more efficiently.

  • Challenge: Dealing with Competitive Markets

Solution: In highly competitive markets, achieving a high Quality Score can be particularly challenging. Focus on niche keywords where possible, and work on differentiating your ad copy and value proposition from competitors.

FAQs About Google Ads Quality Score

Quality Score is calculated based on the combined performance of three components: the click-through rate (CTR) of your ads, the relevance of your ad to the search query, and the user experience on your landing page.
Yes, a low Quality Score can increase your cost per click. Google rewards higher Quality Scores with lower CPCs, so if your Quality Score is low, you may have to bid higher to maintain your ad position.
Generally, a Quality Score of 7 or above is considered good in Google Ads. Scores below that may need improvement, while a score of 8-10 is excellent.
Quality Score is a dynamic metric that can change each time a search query matches your keyword. However, significant changes in Quality Score are usually seen over longer periods, as it's influenced by historical data.
Yes, Quality Score directly influences ad rank. A higher Quality Score, combined with bid amount, can lead to a higher position on the search engine results page.
You can improve your Quality Score by optimizing your ad relevance and landing pages, selecting appropriate keywords, and improving the click-through rates of your ads.
Quality Score is primarily a metric used for search ads. While relevance and quality are important for other types of ads (like display or video), Quality Score as a metric is specific to the search network.
While a high Quality Score can lead to lower costs and better ad positioning, it doesn't guarantee overall campaign success. Other factors, such as bid strategy, budget, and the alignment of the campaign with business goals, are also crucial.
The quality of an ad in Google Ads is determined by CTR, Ad Relevance, and Landing Page Experience.
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