Quality Score (Google Ads)

Google Ads Quality Score is a keyword-level diagnostic value. Its 1–10 scale indicates how the quality of a Search ad and its landing page compares with other advertisers. It is based on expected click-through rate, ad relevance, and landing page experience.

The displayed Quality Score is not a key performance indicator and the 1–10 number is not used directly in the ad auction. It is a diagnostic aid for identifying potential weaknesses. Optimisation should focus on actual relevance, user experience, and business outcomes rather than the score in isolation.

• Keyword-level diagnostic score from 1 to 10
• Components: expected CTR, ad relevance, and landing page experience
• The numeric score is not a direct auction input
• Should not be optimised as an isolated campaign objective