What is Quality Score (Google Ads)?

Google Ads reports Quality Score for each keyword on a scale of 1 to 10, based on three components: expected click-through rate, ad relevance, and landing page experience. Each component is rated as above average, average, or below average compared with other advertisers who showed ads for the same keyword.

Quality Score is a diagnostic tool, not a direct input into the ad auction. Google uses real-time signals at auction time to determine ad rank and cost, and Quality Score summarizes how those quality factors have looked historically. A low score is still a useful warning that your ads, keywords, or landing page may be costing you more per click or limiting how often your ads show.

For local businesses, improving Quality Score usually means grouping keywords tightly by service, writing ads that match what the searcher typed, and sending clicks to a fast, mobile-friendly landing page that clearly answers the search and makes it easy to call or book.