What is the Google Ads Quality Score?

This is Google’s definition:  

“Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.” 

Think of Quality Score as Google’s way of grading. Ranging on a scale of 1 – 10, it’s a diagnostic tool that ranks how relevant and useful your ad is to potential customers.  

A higher score means a well-matched ad and landing page experience, while a lower score suggests areas for improvement.  

Why is this important for my company?

Google rewards ads with high Quality Scores with lower costs and higher ad rankings. This is how it works:

• If your quality score is higher, you pay less for each click
• If you pay less for your clicks, your conversions will be cheaper
• If you can get more conversions for the same cost, your Return on Advertising Spend (ROAS) will increase
• This allows you to generate more leads or sales, and be more profitable

On the other hand, if you have keywords with low quality score, Google might not show your ads, or if it does, you will likely spend 150% more compared to another company with a quality score of 5 and above.

Quality Score’s Role in Google Ads Structure

So now we know the importance of quality score, and how it affects how much advertisers pay for the click.

But it also impacts on your ad rank: advertisers with a higher quality score tend to show ads first on Google.

Ad Rank = Max. CPC * Quality Score (* Expected impact of ad assets)

How does Google calculate your Quality Score?

These are the 3 quality score factors:

• Expected CTR
• Landing page experience
• Ad relevance

But they’re not all equally important, and Google doesn’t fully disclose how they calculate it.

Software tool AdAlysis researched how to figure out the exact breakdown of each component.

Quality Score is an ongoing process. Regularly monitor your score, adjust, and test different approaches to see what works best for your campaigns. By prioritizing Quality Score, you can make sure your Google Ads reach the right audience, maximise your budget, and ultimately achieve your advertising goals.

Want to know how to improve google ads quality score and quality score best practices? Stay tuned for our next update!