Paid Search

Quality Score

Quality Score is Google Ads' 1 to 10 rating of the relevance and quality of your keywords, ads, and landing pages.

A higher score lowers your cost per click and improves ad position, so it directly affects how far your budget stretches. It is driven by expected CTR, ad relevance, and landing page experience, which means improving the landing page often moves it more than raising bids. It rewards genuinely relevant, useful ads.