Quality Score

Quality Score is Google Ads metric that estimates keyword-level relevance using expected click-through rate, ad relevance, and landing page experience. It influences auction efficiency: stronger scores often help reduce CPC and improve ad position potential. Quality Score is best treated as a diagnostic indicator, not a business KPI by itself. Teams should use it to find weak links in message match, query intent alignment, and destination page quality. Improvements usually come from tighter ad groups, clearer ad copy, and pages that fulfill the exact promise of the search query. Better relevance tends to improve both cost efficiency and conversion quality over time.