Quality Score
Quality Score is a diagnostic metric in Google Ads, rated 1 to 10, that estimates how relevant your keyword, ad, and landing page are to a searcher. It is built from three components: expected click-through rate, ad relevance, and landing page experience. Higher scores generally lower your cost per click and improve where your ads appear.
Why It Matters
A strong Quality Score lets you win better ad positions while paying less than competitors for the same clicks. It rewards genuine relevance, so improving it usually improves user experience and conversion rate at the same time.
Common Mistake
Treating Quality Score as a number to optimize directly. It is a symptom, not a lever. Chasing the score instead of fixing the underlying ad relevance and landing page experience wastes time and rarely moves it.