Does Quality Score in Google Ads Really Matter? Discover How to Improve It!

Quality Score in Google Ads

What Is Quality Score?

Google Ads has its own little judge called Quality Score in Google Ads. It rates your ads on a scale of 1 to 10, kind of like a tough critic at a movie premiere. A higher score means your ad is stealing the show from the competition. But if it’s low, well, it’s time for some ad makeover magic!

Think of Quality Score as Google’s way of saying, “Hey, is your ad really what folks are looking for?” It’s like having a sassy friend giving you feedback to help you nail that ad game. After all, Google wants to serve up ads that match what people are searching for. So, let’s make sure your ad is the leading role, not just a forgettable extra!

How Is Quality Score in Google Ads Calculated?

Ah, behold the mystical algorithms of Google Ads and its Quality Score enchantment! Picture this: Quality Score in Google Ads is like the wizard behind the curtain, conjuring spells to determine the fate of your ads on a scale from one to ten. But fear not, for I shall decode its magic for you!

  • First up, we have the charming Expected Click-Through Rate (CTR). It’s like Google’s crystal ball, predicting how likely your ad is to be clicked based on historical data. A high Expected CTR is like waving a wand of attraction, enticing users to click and boosting your Quality Score in Google Ads.


  • Next, we encounter the enigmatic Ad Relevance. It’s the potion that ensures your ad aligns perfectly with what users are seeking. Think of it as the matchmaker between your ad’s keywords and the desires of searchers. The more relevant your ad, the higher your Quality Score in Google Ads, and the more likely it is to grace the screens of eager searchers.


  • Last but not least, we delve into the mysterious realm of Landing Page Experience. It’s like the enchanted gateway that users stumble upon after clicking your ad. Is it swift and mobile-friendly, or a labyrinth of confusion? Google judges the quality of this journey, and a delightful landing page experience not only boosts your Quality Score in Google Ads but also beckons users to heed your call to action.

So, dear advertiser, remember this sacred mantra: nurture your Expected CTR, honor your Ad Relevance, and cherish your Landing Page Experience, for they hold the key to unlocking the treasure trove of Quality Score in Google Ads!

How Is Quality Score Calculated?

Calculating the 1-10 Score

Alright, let’s unravel the mystery of Quality Score in Google Ads in plain ol’ English, with a dash of wit, of course!

So, Google’s got this grading system for your ads, kind of like school report cards. They judge three main things: Expected Click-Through Rate, Ad Relevance, and Landing Page Experience. But instead of comparing your ad to, say, your cousin’s test scores, Google pits it against your competitors’ ads for the same keyword.

Imagine this: your ad’s like a contestant on a reality show, trying to outshine the competition. If it falls short compared to others, it gets slapped with a “Below Average” label. But if it’s holding its own, it earns the respectable “Average” tag. And if it’s blowing the competition out of the water, well, that’s when it gets the coveted “Above Average” status.

check quality score in google ads

Now, here’s where it gets interesting: each grade comes with points. These points mingle and dance together to create your very own Quality Score in Google Ads. But here’s the kicker: not all points are created equal! While Google keeps mum about the exact weighting, word on the street (or rather, the digital alleyways) is that Expected Click-Through Rate and Landing Page Experience strut their stuff with 3.5 points each, while Ad Relevance saunters along with 2 points.

So, in the grand scheme of things, while your ad’s components duke it out for points, it’s the perfect harmony of Expected Click-Through Rate, Ad Relevance, and Landing Page Experience that’ll earn your ad its shiny Quality Score in Google Ads badge!

Alright, let’s break down the mystical formula of Quality Score in Google Ads in a way that’s as clear as a sunny day at the beach, with a sprinkle of humor, of course!

So, picture this: Your ad’s like a contestant on a game show, earning points based on its performance in three categories: Expected Click-Through Rate, Ad Relevance, and Landing Page Experience. Think of it as your ad’s chance to shine and earn some digital bling!

Now, if your Expected Click-Through Rate is knocking it out of the park, you rake in a cool 3.5 points. If it’s just average, you still snag 1.75 points. But if it’s struggling to get clicks, well, sorry buddy, you’re stuck with a big fat zero.

Next up, we’ve got Ad Relevance. If your ad’s hitting the bullseye with relevance, you pocket a sweet 2 points. If it’s just okay, hey, you still get a consolation prize of 1 point. But if it’s missing the mark completely, sorry pal, zero points for you.

And finally, Landing Page Experience. If your landing page is a digital wonderland, you’re cashing in on 3.5 points. If it’s decent, you still nab 1.75 points. But if it’s more of a digital nightmare, well, no points for you, my friend.

calculation of Quality Score in Google Ads

Now, let’s throw all these points into the magical cauldron of the Quality Score formula: 1 (your starting point) + 1.75 (Expected CTR points) + 0 (Ad Relevance points) + 3.5 (Landing Page Experience points) = 6.25. But since Google doesn’t deal in fractions, we round it off to 6. And there you have it, your Quality Score in Google Ads for the keyword “best CRM for sales team.”

So, whether your ad’s waltzing its way to the top or stumbling in the digital dance, just remember, it’s all part of the magical journey of Quality Score in Google Ads!

Alright, let’s sprinkle some wit on these Quality Score guidelines, shall we?

So, you’re probably wondering, what’s the golden ticket to a top-notch Quality Score in Google Ads?

Well, it’s like trying to hit the bullseye in darts—depends on where you’re aiming! If you’re throwing your ads at branded keywords (you know, the ones that scream your brand’s name), then you’re shooting for the stars with a score of 9-10. That’s like winning the jackpot in the Quality Score casino!

Now, for those commercial intent keywords, where folks are itching to whip out their wallets and make a purchase, you’re aiming for a solid 8. Think of it as snagging the last slice of pizza at a party—everyone’s eyeing it, but you’re the lucky winner!

But hey, let’s not forget about those low-intent keywords, where users are more likely to be window-shopping than whipping out their credit cards. Here, a cozy 6-7 is like finding the perfect Netflix show for a lazy Sunday—just the right amount of engagement without too much commitment.

So, whether you’re reaching for the stars with branded keywords or chilling out with some low-intent browsing, just remember, the name of the game is Quality Score in Google Ads, and hitting the right target is key!

How to Check Your Quality Score

Here’s a simplified guide on how to check your Quality Score in Google Ads:

  1. Log in to your Google Ads account.
  2. Go to the “Campaigns” tab.
  3. Click on “Audiences, keywords, and content,” then select “Search keywords.”
search keyword google ads screenshot

4. Look for the “Columns” option in the upper right corner and click on it.

5. Choose “Modify columns.”

modify column screenshot google ads

6. Under “Modify columns for keywords,” find and select “Quality Score.”

7. You can also pick its components to see more details.

8. If you want to see past Quality Score stats, look for metrics with “(hist.)” and add them too.

9. Click “Apply” to save your changes.

google ads column screenshot

Voila! Now, your keywords dashboard will display your Quality Score in Google Ads along with other relevant information. Easy peasy!

Quality Score in Google Ads dashboard

Note: If you’re new to Google Ads, the Quality Score might show as ‘—’ until enough data is collected.

Why Does Quality Score Matter? 

Quality Score affects the cost and effectiveness of your Google search ad campaigns.

Here’s a detailed look at why it’s so important:

  • Your Google Quality Score can significantly impact your ad’s performance

Think of your Google Quality Score as the backstage pass to your ad’s success show. It’s like having a backstage crew that evaluates how top-notch your ads, landing pages, and keywords are compared to what folks are searching for.

Now, while your Quality Score isn’t the superstar on stage during the ad auction (that’s a real-time frenzy), it’s more like the magician behind the scenes, pulling the strings.

If your ad’s components are hitting the “Below Average” mark, it’s like missing out on a blockbuster movie premiere—you might not even get a seat in the theater! But if they’re soaring in the “Above Average” zone, well, it’s like having front-row tickets to the hottest show in town—your ad gets to shine in the search results, ready to dazzle the audience.

  • It decides where your ad shows up

Ad Rank: The Big Boss of Google’s Search Results!

Think of it as the referee determining where your ad struts its stuff on the Google results stage.

Now, Quality Score? That’s the secret sauce that Ad Rank can’t resist. A stellar score can give your ad a VIP pass to the top spots, making it the star of the search results show!

And hey, with more eyes on your ad, you’ve got a better shot at hitting your campaign goals and taking home the digital gold medal. Talk about stealing the spotlight!

  • It has the power to slash your Cost Per Click

Let’s sprinkle some wit on understanding how Quality Score in Google Ads can work its magic on your Cost Per Click:

Picture this: Cost per click (CPC) is like the toll you pay for each car that cruises down the ad highway. But here’s the twist—it’s not a fixed fee! Google’s got a fancy calculator that takes into account various factors, and one of the big players in this math game is your trusty Quality Score.

Now, Google’s on a mission to be the fairy godmother of search, granting users’ wishes with the most relevant and delightful ads. And your Quality Score? It’s like the golden ticket to the ball—the better your ad fits the bill, the more Google sprinkles some CPC discounts your way.

So, imagine this: You’ve got a top-notch Quality Score, and Google’s so impressed that they start handing out CPC discounts like candy on Halloween! With a perfect 10, you could be strutting down the ad runway, paying half the price for clicks compared to your less glamorous competitors. But beware, if your Quality Score’s a dud, you might end up shelling out more coins than a broke pirate on payday.

quality score in google ads impacts cpc

Now, let’s talk perks! A stellar Quality Score isn’t just about saving some dough. It’s like having a VIP pass to the ad party, where your ads get prime real estate and all the attention. Plus, you’ll be stretching that advertising budget further than a rubber band at a magic show, all while lowering your cost per conversion and raking in that sweet, sweet ROI.

So, if your Quality Score’s feeling a bit under the weather, fear not! There’s a whole arsenal of tricks up your sleeve to whip it back into shape.

How to Improve Quality Score

Boosting your Quality Score is all about leveling up your expected CTR, ad relevance, and landing page experience.

First things first, pinpoint those pesky components rated as “Below average” or just “Average,” and make them your top priority for a makeover.

Once you’ve got your target locked, here’s the playbook:

Identify the ad in need of a glow-up, then dive into action with these tips:

  1. Find Relevant Keywords
  2. Organize Your Ad Groups
  3. Align Your Ad Copy with Keyword Intent
  4. Optimize Your Landing Page


By focusing on improving these key components, you’ll not only raise your Quality Score in Google Ads but also enhance the effectiveness of your advertising campaigns. So, get ready to unleash the power of a higher Quality Score and watch your ads soar to new heights!


Are you ready to elevate your advertising game? Whether you’re aiming to fine-tune your marketing strategies or need expert guidance with your Google Quality Score, our dedicated team is here to support you every step of the way. Book a call now to discover how our agency can help you unlock the secrets to maximizing your Quality Score and achieving your advertising goals