Quality Score is one of the most important factors in Google Ads performance. It influences how often your ads appear, where they are placed, and how much you pay per click. Advertisers who understand and optimise for Quality Score can reduce wasted spend and generate better results from the same budget.
This article explains what Quality Score is, why it matters, and the practical steps you can take to improve it.
What Is Google Ads Quality Score?
Quality Score is Google’s measure of the relevance and quality of your keywords, ads, and landing pages. Each keyword receives a score from 1–10 (with 10 being the highest), based on three components:
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Expected click-through rate (CTR) – How likely users are to click on your ad.
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Ad relevance – How closely your ad matches the search query.
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Landing page experience – The relevance, speed, and usability of the page users see after clicking.
High scores indicate strong alignment between search intent, ad messaging, and landing page performance.
Why Quality Score Matters
Improving Quality Score has direct business benefits:
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Lower costs per click – Google rewards high-quality ads with reduced CPCs.
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Higher ad positions – A strong score improves your visibility in search results.
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Better impression share – More opportunities for your ads to be shown.
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Increased ROI – Greater efficiency means more results from the same budget.
How to Check Your Quality Score
You can view Quality Score data in Google Ads:
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Open your account and select Keywords from the left-hand menu.
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Modify columns to include Quality Score, Ad Relevance, Expected CTR, and Landing Page Experience.
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Monitor both overall scores and the performance of individual components.
How to Improve Quality Score
Improvement requires consistent optimisation across keywords, ads, and landing pages:
1. Keyword Relevance
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Focus on specific, intent-driven keywords.
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Use keyword research tools to identify high-value terms.
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Avoid overly broad targeting that leads to wasted clicks.
2. Ad Group Structure
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Keep ad groups tightly themed (10–20 keywords maximum).
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Align keywords and ads closely for better relevance.
3. Ad Copy Optimisation
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Include target keywords in ad headlines and descriptions.
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Highlight unique benefits and value propositions.
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Use clear calls to action to guide the user.
4. Landing Page Experience
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Ensure landing pages directly match ad messaging.
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Optimise page speed and mobile performance.
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Present a clear value proposition above the fold.
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Keep forms, navigation, and CTAs simple and user-friendly.
5. Ongoing Testing and Updates
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Regularly rotate ads to prevent fatigue.
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Update creative for seasonal relevance.
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Continuously test new variations of copy and design.
Quality Score: A Long-Term Metric
Quality Score improvements take time. Results won’t change overnight, but consistent optimisation delivers steady gains. Focus first on your lowest-scoring keywords and expand from there.
Over time, even modest improvements can reduce costs, increase visibility, and strengthen overall campaign performance.
Conclusion
Quality Score isn’t just a diagnostic number — it’s a reflection of how relevant and effective your campaigns are. By refining your keywords, tightening ad groups, improving ad copy, and optimising landing pages, you can steadily improve your score and drive more value from every click.
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