What is Google Ads Quality Score? How To Improve It For Better Ad Performance?

What is Google Ads Quality Score? How To Improve It For Better Ad Performance?

Google Ads Quality Score determines ad quality. To have a better ranking and ensure that your ads are relevant, you need to look at your Quality Score.

By: Akshata Shirsath | 5 mins read
Published: Oct 8, 2021 4:53:13 PM | Updated: Jul 10, 2024 12:46:34 PM

Google ads campaigns can be challenging at times. Businesses invest their money in these ads and want to get a better ROI. There are many different aspects that work together to create a successful ad campaign.

One such aspect is Quality Score. Many advertisers may overlook this, but it can help improve the overall performance of your ads.

To have a better ranking and ensure that your ads are relevant, you need to look at your Quality Score. Google Ads helps advertisers improve their ad quality by assigning them Quality Score.

In this article, we will discuss how Google ads Quality Score works and different ways to improve it.  

What is a Quality Score?

A Quality Score is a metric used by Google Ads to determine ad quality. This metric indicates how relevant your ads are and assigns scores between 1 to 10, with 10 being the best. The higher your Quality score, the better your ads will perform.

Google aims to provide users with the most relevant ads based on the search queries or keywords they use. If Google displays low-quality ads which are not relevant, users won’t click on them. Hence, Google uses Quality Score. 

To determine the Quality Score, Google will compare by looking at other advertisers whose ads have shown for the same keywords in the last 90 days. If there is not sufficient data gathered, there will be no score displayed.

It is important to keep in mind that Quality score does not directly impact your ad rank. Quality score is not an input in the ad auction. However, it can help you gauge how your ad will rank.

A low Quality Score shows that your ads are not relevant enough and does not provide a good user experience. Hence, your ad may not rank well.

Quality Score can serve as a tool to help you create more relevant and useful ads for your target audience. 

How is Quality Score Calculated?

Quality Score is calculated based on these 3 components:

  1. Expected clickthrough rate (CTR): This determines how likely your ad will be clicked when shown.
  2. Ad relevance: This shows how closely your ad matches the intent behind a user’s search query.
  3. Landing page experience: How relevant and useful your landing page is once your user clicks on your ad. 

Based on these components, Google makes comparisons with other advertisers as explained above and assigns scores. Each component is given a sub-score of “Below Average”, “Average” and “Above Average”. A “Below Average” or “Average” score indicates that there is room for improvement.

Why is Google Ads Quality Score Important?

Google Ads Quality score is important for several reasons:

  • Ad placement

Quality score affects your Ad’s position on the search engine results page (SERP). Ads with higher Quality Scores are more likely to appear at the top of the page, where they are more visible to users.

  • Cost efficiency

 A higher Quality Score can lead to lower Costs per Click (CPC). Google rewards advertisers who provide relevant and valuable ads by offering lower CPCs, which can stretch your advertising budget further.

  • Relevance

 Quality Score encourages advertisers to create ads that are relevant to users' search queries. This benefits both users, who see more relevant ads , and advertisers, who attract more qualified clicks.

  • User experience

 Google aims to provide a positive user experience. ads with higher Quality scores often lead to better landing page experiences, helping users find thé information they’re looking for.

  • Competition

In a competitive market, having a strong quality score can give you an edge over competitors by allowing your ads to appear above theirs while paying a lower CPC.

  • Maximized ROI

A combination of higher ad positions, lower CPCs and improved ad relevance results in a higher return on investment for your advertising campaigns.  

How to Improve Quality Score? 

  • Review each component

The first step to improve your QS is by evaluating all the components discussed above. This gives you an idea of what exactly you need to improve. These components can help you determine whether you need to update your ad text, select different keywords, or optimize your landing page content. 

If you see that one or more of your components have a “Below Average” or “Average” status, it means you need to make improvements there.

Quality Score components serve as tools that can help you determine if your ads provide a good user experience. Ads that are relevant to user’s search queries rank better and have more conversions.

  • Use more relevant keywords

Ad relevance determines how relevant your ads are to the keywords you are targeting. If your Ad relevance is “Below Average” or “Average”, you need to ensure that you are using the right keywords strategically. Review your ad text and see if it includes the search terms you are targeting.

Look at all your ad groups and the keywords you are using. If you have any ad group which has different keywords which can’t be addressed in the same ad, then it's best to split it in multiple ad groups.

This ensures that your ad groups are relevant to the user’s searches. You can also group keywords by themes, based on products, services, or other categories, to increase ad relevance.

  • Improve landing page experience 

Landing page is important for your ads, as this is where your audiences convert. You need to ensure that you are providing a good user experience to your audience, otherwise they may end up leaving without converting.

Review your landing page and ensure that it is functional and has no errors. Page speed can be an issue for many users, and they may end up leaving. Since you are paying for the user to click on your ad you don’t want a slow page to drive them away. 

Test your site by using tools like Google Analytics that can show you the site speed. Ensure that your site is fast and performing well on all devices. When you design your landing page make it responsive so that you can create a mobile-friendly experience for customers who are using mobile devices. 

Also review your landing page and check for any other errors such as broken links. Broken links create a poor user experience and can discourage users from engaging.

  • Create a landing page relevant to your ad

Your ad and landing page should align. What your ad promises, your landing page should deliver. When users read your ads, they expect that they are directed to a landing page that gives them what they are looking for. If your landing page is not relevant to your ad copy, it decreases your ad quality.

First ensure that your landing page is optimized with the same keywords you used in your ad copy. Next, your landing page content should align with what your ad offers. 

For example, if a user is looking for women’s t-shirts, but is directed to a landing page that has kid’s t-shirts, they will end up exiting immediately. You need to ensure that your landing page provides the right information that your audience is looking for.

Sometimes you might accidentally use the wrong URL in the ads, which can mess with your ad’s performance. Always double check that you have entered the right URL in your ad copy.  

  • Test your Ad copy 

Creating a relevant and enticing ad copy can be a challenge. You may be confused about the right words to use in your headings or CTA. You would not know for sure what resonates with your audience unless you experiment. 

Leverage A/B testing and create two or more versions of the same ad, to determine which one performs better.Experiment with various headings, CTAs, and descriptions to see which ones trigger the emotions of your audience. 

Highlight the benefits and value of your products in different ways to see which best drives the user to take action. This can help you create an ad that resonates with your target audience.

Google ads Quality Score is a useful tool you can leverage to analyze the quality of your ads and make improvements accordingly. The next time you analyze your ad performance don’t forget to review your Quality Score as it can give you valuable insights that can help you enhance user experience and improve the overall performance of your ads.

(To learn more about this, You can also read our blog https://www.analytico.ca/blog/how-to-get-maximum-results-with-google-ads-optimization)


Google Ads Quality score is more than a metric; it’s a guiding force in modern advertising. Beyond determining ad placement and cost efficiency, it shapes user experience by fostering ad relevance.

This leads to a symbiotic cycle where advertisers craft valuable ads that cater to user intent, securing better placements and lower costs.This score’s impact extends to user satisfaction and budget optimisation, promoting long term success.

It encapsulates the essence of effective advertising, emphasizing value. Resonance and ROI.

In a dynamic digital landscape, Quality score remains a steadfast compass steering advertisers towards excellence.


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