Quality Score is Google's 1 to 10 rating of how relevant your keyword, ad and landing page are to a search. Higher scores usually mean lower costs per click and better ad positions.
Here is what it measures and how to improve it.
Expected click-through rate
How likely people are to click your ad for that keyword. Clear, keyword-matched headlines and useful assets improve it.
Ad relevance
How closely the ad matches the search. Tight ad groups with one theme make this much easier.
Landing page experience
How relevant, fast and useful your landing page is. Repeating the keyword naturally, loading quickly on mobile and showing clear business information all help. See landing page design.
Practical steps to raise Quality Score
These changes usually have the biggest impact.
- Split broad ad groups into single-theme groups
- Put the keyword in headlines and the landing page H1
- Add sitelinks, callouts and structured snippets
- Make landing pages fast and mobile-first
- Block irrelevant searches with negatives
- Remove keywords that never convert
Services that can help