What is Google Ads Quality Score?

Google calculates Quality Score by comparing your ads with those of other advertisers shown for the same keyword. Each component is rated above average, average or below average:

• Expected click-through rate: how likely your ad is to be clicked when shown.
• Ad relevance: how closely your ad matches the intent behind the search.
• Landing page experience: how relevant and useful your landing page is to people who click.

The score itself isn't used in the auction, but what it measures is closely related to the factors that decide where your ad shows and what you pay. Treat it as a diagnostic that shows where to improve.

Practical fixes for each component:

• Low expected CTR: tighter ad groups, headlines that reflect the searcher's words, and assets such as sitelinks.
• Low ad relevance: split broad ad groups so each ad matches a narrow set of keywords.
• Below-average landing page experience: send clicks to a page that delivers the ad's promise, loads quickly on mobile and makes the next step obvious.