Google Ads Quality Score: Definition and How to Improve It

The Quality Score (QS) is a key performance indicator for your Google Ads campaigns. It directly impacts your cost-per-click (CPC) and your ad position. Learn how it works, where to find it, and most importantly, how to improve it quickly.

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What is the Quality Score in Google Ads?

The Quality Score is a rating from 1 to 10 assigned by Google to each keyword in your campaign. Its purpose is to measure the relevance of your ad to the user's search query, the quality of your landing page, and your performance history.

A high QS lowers your CPC and improves your position on the search results page.

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Quality Score criteria

Google combines three pillars to evaluate the quality of your keywords and ads. Each plays a crucial role in your ad position and cost-per-click.

1. Expected Click-Through Rate (Expected CTR)

This is the probability that a user will click on your ad for a given keyword. Google bases this on your campaign history and the average performance of similar ad types.

Why it matters : a CTR high signals to Google that your ad is a good match for the query.

How to improve it :

• Add ad extensions (sitelinks, callouts, etc.).
• Include keywords in your headlines and descriptions.
• Write a clear call to action ("Book now", "Try for free").

2. Ad Relevance

This criterion measures how well your targeted keyword, ad content, and the user's search query align. The stronger the match, the higher your score.

Why it matters : relevant ads attract qualified clicks and reduce bounce rates.

How to improve it :

• Create highly targeted ad groups (5–10 keywords maximum per group).
• Tailor each headline and description to the primary keyword.
• Use dynamic text (keyword insertion) to personalize the ad.

3. Landing Page Experience

Google evaluates the quality and relevance of the page you send users to. Criteria include loading speed, content clarity, and ease of navigation.

Why it matters : a good experience increases conversion rates and decreases bounce rates.

How to improve it :

• Ensure a load time of under 3 seconds on mobile.
• Display the product or offer promised in the ad as soon as the page loads.
• Simplify forms: limit them to three essential fields.
• Offer a responsive design that adapts to all screens.

By optimizing these three criteria, you increase your Quality Score, which translates to a better Ad Rank, a lower CPC, and a larger impression share for your strategic keywords.

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Where can you find your Quality Score?

To view your QS in the Google Ads interface:

1. Go to your campaign and open the Keywordstab.
2. Click on the Columns icon > Modify columns.
3. Under Quality, check Quality Score, Expected CTR, Ad Relevance and Landing Page Experience.
4. Confirm: you will see the 1–10 score for each keyword and the details for each criterion.

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How does Google calculate the Quality Score?

Google does not reveal the exact algorithm, but here is how it synthesizes your performance into a single indicator:

1. Rating for each criterion: for the Expected CTR, the Ad Relevance and theLanding page experience, Google assigns a quality rating: low, average, above average.
2. Aggregated into a single score: these three ratings are then combined to produce a Quality Score ranging from 1 to 10. A keyword with three “Above average” ratings will earn a QS close to 8–10, while several “Low” ratings will push it toward 1–3.
3. Implicit factor weighting:

👉Google does not disclose the exact weighting for each criterion, but the Expected CTR is generally the most decisive factor.

👉The Ad relevance follows closely, as it directly influences the actual CTR.

👉TheLanding page experience remains crucial for confirming the overall quality of your user journey and stabilizing your QS over the long term.

In practice, a well-targeted keyword (Ad Relevance) on an optimized landing page that generates a good CTR will be rewarded with a high Quality Score, which will reduce your cost-per-click and improve your ad position.

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How to improve your Quality Score: concrete steps

1. Group your keywords by theme

Instead of a single ad group with 50 disparate keywords, create ad groups that are ultra-targeted with 5 to 10 closely related keywords. For example, for a shoe site: one group for "men's running sneakers" and another for "women's trail shoes." This increases the consistency between the query, the ad, and the landing page.

2. Optimize your ad copy

Place your main keyword in the headline and repeat it at least twice in the description. Add a strong call to action : "Buy now," "Get a free quote." If you are selling red pumps, a headline like "Women's Red Pumps – Comfort Guaranteed" performs better than a vague "Trendy Shoes."

3. Improve the landing page

The landing page must load in under 3 seconds on mobile and clearly display the product or service promised in the ad. Remove intrusive pop-ups and limit forms to a maximum of three fields (name, email, phone). A visitor who instantly recognizes the offer from the ad converts more easily.

4. Add negative keywords

Regularly review your search terms to identify irrelevant clicks (e.g., "free," "jobs"). Exclude them to avoid wasting budget and to protect your expected click-through rate. Fewer unqualified clicks mean a more stable Quality Score.

5. Test continuously (A/B testing)

Create two variations of a headline, description, or even a visible URL path. Run them equally, then compare their performance in terms of CTR and conversion rate. Keep the most effective version and repeat the test with another element. This optimization loop gradually strengthens your relevance.

6. Monitor and adjust weekly

Add the Quality Score, Expected CTR, Ad Relevance , and Landing Page Experience columns to your weekly report. As soon as a keyword drops to a QS of 5 or lower, revisit best practices: review the ad group, adjust the copy, or optimize the landing page. Regular monitoring prevents performance degradation and keeps your CPC under control.

👉Check out our guide on creating an effective Google Ads campaign.

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How does Quality Score impact your Ads campaign?

A high Quality Score has a direct impact on your costs and visibility. Here are the main effects:

1. Lower cost-per-click (CPC)

When your QS improves from 4–5 to 8–10, Google rewards you with a CPC that is 20 to 30% lowerIn practical terms, if you were paying €1.00 per click for an average QS, you could drop to €0.70–€0.80 for an excellent QS. This allows you to get more traffic for the same budget.

2. Improved Ad Rank

Ad Rank determines your ad's position. With the same bid, a keyword with a high QS naturally climbs in the results, often ranking above competitors. You gain premium visibility, without increasing your bids.

3. Increased Impression Share (Share of Voice)

A good QS means Google "trusts" you more often to display your ads. You capture a higher impression share for your strategic keywords, which increases your exposure and multiplies opportunities for qualified clicks.

4. Budget Optimization

With a low QS, irrelevant clicks are expensive and drain your budget. By improving your QS, you eliminate some of these useless clicks and reallocate your spending to the keywords and ads that convert. The result: a better-utilized budget, more conversions, and a stronger return on investment.

To learn more, feel free to contact our Google Ads agency ! A consultant would be happy to discuss your business challenges with you.

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Frequently Asked Questions

What is the Quality Score in Google Ads?

It is a 1 to 10 rating assigned by Google to each keyword, based on Expected CTR, ad relevance, and landing page experience.

How does Google's Quality Score work?

Google evaluates three factors (expected CTR, ad relevance, landing page quality), ranks them as Low/Average/Above average, and then calculates an overall 1–10 score.

What are the 3 factors of a Google online ad's Quality Score?

1. Expected CTR
2. Ad Relevance
3. Landing Page Experience

What is Quality Score and how is it calculated?

The score combines the three criteria above, rated Low/Average/Above average, to provide a score from 1 to 10. Google does not disclose the exact weighting, but Expected CTR is the most significant factor.

What is a good CTR on Google Ads?

A good Search CTR is generally between 3% and 5%. For Display, aim for 0.5% to 1%. A CTR higher than these values indicates that your ads are relevant.