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Quality Score

A metric used by ad platforms to rate the relevance and quality of your ads.

Definition

Quality Score is a diagnostic metric (1-10) that measures how relevant your ads, keywords, and landing pages are to users.

Factors

  • Expected CTR
  • Ad relevance
  • Landing page experience

Impact

Higher quality scores lead to lower CPC and better ad positions.

Why It Matters

Quality Score is Google Ads' rating of your ad and landing page quality on a 1-10 scale. Higher Quality Scores earn you better ad positions at lower costs per click. It's one of the most impactful levers for Google Ads performance — a Quality Score of 8+ can reduce your CPCs by 30-50% compared to a score of 5.

Examples

  • •An ad group with 9/10 Quality Score paying $1.50 CPC while competitors pay $3.00 for the same keyword
  • •Improving landing page relevance and speed to boost Quality Score from 5 to 8
  • •Writing highly relevant ad copy that matches search intent to increase expected CTR

Common Mistakes

  • ✕Ignoring Quality Score and focusing only on bids to improve ad position
  • ✕Using broad ad groups with generic copy instead of tightly themed ad groups with relevant messaging
  • ✕Sending all traffic to the homepage instead of dedicated landing pages that match the keyword intent
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