What Is Quality Score?
Quality Score is Google Ads' 1–10 rating of your keyword's expected performance, based on three components: expected CTR, ad relevance to the keyword, and landing page experience. Higher Quality Score means lower CPC and better Ad Rank for the same bid.
Formula
Quality Score is the multiplier on your bid in the auction. A Quality Score of 8 vs 3 can cut your effective CPC in half for the same top-of-page position.
How it plays out
Two advertisers bid on 'meta ads agency Bangladesh.' Advertiser A bids $2 with a Quality Score of 8. Advertiser B bids $3.50 with a Quality Score of 4. Advertiser A wins the top position and pays less per click — because their Ad Rank (2 × 8 = 16) beats B's (3.5 × 4 = 14).
Benchmarks
- 7–10 = healthy. 5–6 = mediocre. 1–4 = fix the ad group.
- Expected CTR: single biggest lever. Ad relevance next. Landing page third.
- New keywords start at 6 by default until enough data accumulates.
Why it matters
Every point of Quality Score directly changes what you pay. Improving Quality Score from 5 to 8 can drop CPC by 30–50% and lift position at the same time — free efficiency you don't get from bid changes alone.
Common mistakes
- 1.Stuffing one ad group with 30 keywords. Ad relevance drops; QS collapses.
- 2.Ignoring landing page experience. Slow LP or thin content caps QS at 5–6.
- 3.Judging QS on brand terms. Brand keywords always score 10; the useful signal is on non-brand.
Put Quality Score to work
Related services
FAQs about Quality Score
How do I improve Quality Score?
In order of impact: (1) tighter keyword-to-ad match, (2) higher expected CTR via stronger headlines, (3) landing page speed + on-page relevance, (4) SKAG or thematic ad group structure.
Does Quality Score apply to Performance Max?
Not directly. PMax uses its own asset-level quality signals internally, but you don't see a per-keyword QS.
How long until Quality Score updates?
It updates continuously. Big changes (new ad copy, new LP) show impact within 3–7 days if there's enough impression volume.
Related terms
Google Ads formula that decides which ad shows and at what position.
Clicks ÷ impressions — measures how often your ad earns a click.
Google's judgement of how useful your LP is post-click.
Ad spend divided by clicks — what one click into your site costs.
Google format where 15 headlines + 4 descriptions are mixed by ML.
Broad, phrase, and exact — how Google matches keywords to queries.