Quality Score — Google Ads keyword rating

Google Ads' 1–10 rating of how relevant your ads, keywords and landing pages are.

What it means

Quality Score is a rating from 1 to 10 that Google Ads gives to each of your keywords. It shows how relevant and useful your ads, keywords and landing pages are.

A higher score means your ad and page look helpful for that search.

How it works

Quality Score is based on three parts, each rated "Above average", "Average" or "Below average":

• Expected CTR: how likely people are to click your ad when it shows for that keyword.
• Ad relevance: how closely your ad matches what the searcher wants.
• Landing page experience: how useful, relevant and easy to use your page is after the click.

One important detail: Google says Quality Score is a diagnostic tool and is not used directly in the ad auction. Instead, Google uses real-time versions of these same factors with your bid to calculate Ad Rank, which decides whether and where your ad appears. So think of Quality Score as a health report for your keywords.

A simple example

A saree shop in Surat runs ads for the keyword "Banarasi silk saree online". Its Quality Score is 4. The ad only says "Best Sarees in Surat" and the link goes to the homepage.

The shop rewrites the ad to mention Banarasi silk sarees and links directly to its Banarasi collection page. Over the next few weeks, ad relevance and landing page experience improve, and the score rises to 7.

Why it matters

Improving the things behind Quality Score usually helps your ads perform better. Relevant ads get more clicks, and good landing pages turn more visitors into buyers.

Beginner tips

• Group closely related keywords together so each ad matches them well.
• Use the keyword's main idea in your headline.
• Send people to the most specific page, not your homepage.
• Common mistake: chasing a perfect 10. Focus on conversions and profit; the score is a guide, not the goal.

Related: CTR, Landing page, Keyword