Glossary
Quality Score (Google Ads)
Quality Score is Google's 1 to 10 rating of how relevant your keyword, ad and landing page are to the people searching.
Example
A keyword like 'barber near me' with an ad about haircuts that links to a booking page will usually score higher than one that links to a generic homepage.
How to read it
Quality Score is a diagnostic. Use it to find mismatches, then optimize for conversions.
Why it matters
Higher Quality Scores can lower your cost per click and improve your ad position.
Common mistakes
- Sending every keyword to the same page.
- Ads that don't mention what people searched for.
- Chasing the score instead of conversions.
How to improve Quality Score
- Group keywords tightly so each ad matches its searches.
- Put the searched term in your ad copy.
- Send clicks to a page about that exact service.
- Make the page load fast on mobile.
Sources: Google Ads Help: About Quality Score
Related: Google Ads management
Related terms
Cost Per Click (CPC)Cost per click, or CPC, is the average amount you pay each time someone clicks your ad.Click-Through Rate (CTR)Click-through rate, or CTR, is the percentage of people who click your ad after seeing it.Conversion RateConversion rate is the percentage of people who take the action you want, such as filling in a form, booking or buying, out of everyone who had the chance.