What Is Quality Score?
Quality Score is a diagnostic rating from 1 to 10 that Google Ads gives each keyword. It estimates how relevant and useful your ads and landing pages are to people searching that keyword, compared with other advertisers.
Google bases Quality Score on three components: expected click-through rate, ad relevance, and landing page experience. Each is rated Below average, Average, or Above average, which shows you exactly where to improve.
Why Quality Score Matters for Northern Indiana & Michiana Businesses
Higher quality usually means lower costs. Ads that are highly relevant and lead to helpful pages tend to win better positions at a lower cost per click. For a Warsaw plumber competing with national lead-generation companies, a strong Quality Score helps a modest budget go further.
Quality Score also reflects customer experience. Improving it means your ads speak directly to what people search and your pages answer their needs, which tends to raise conversion rates too.
How Quality Score Works
- Expected click-through rateHow likely people are to click your ad for that keyword.
- Ad relevanceHow closely your ad matches the intent behind the search.
- Landing page experienceHow useful, relevant, fast, and easy to use your landing page is.
- Keyword levelEach keyword receives its own score in the Keywords report.
- Diagnostic toolQuality Score guides improvement; Google uses real-time quality signals in each auction.
A Local Example
A Goshen dental office sends every ad to its homepage, and its keywords average a Quality Score of 4. It splits campaigns into tightly themed ad groups for implants, emergency dentistry, and family dentistry, writes ads that use those terms, and builds a dedicated landing page for each. Scores rise to 7 and 8, and the office receives more clicks at a lower average cost.
The new pages also convert better. Patients searching for emergency care land on a page with same-day appointment details and a call button, which turns more clicks into booked visits.
Getting Started With Quality Score
In Google Ads, open the Keywords report and add the Quality Score columns, including the three component columns. Sort by spend and focus on high-spend keywords with low scores first, since improvements there save the most money.
For each keyword, check which component is below average. Rewrite ads to mirror the search more closely, group similar keywords together, and send traffic to a page built for that exact service. Improve landing page speed and make the next step obvious. Recheck scores after a few weeks of new data.
Quick Wins to Improve Your Quality Score
- Group keywords into tightly themed ad groups
- Include the main keyword naturally in ad headlines
- Send each ad group to a matching landing page
- Make landing pages fast and mobile friendly
- Add negative keywords to block irrelevant searches
What to Watch For
- Low data. New or low-volume keywords may show no score until they gather enough impressions.
- Chasing the number. Focus on conversions and cost per lead; Quality Score is a guide.
- Generic landing pages. Homepages rarely match specific searches as well as dedicated pages.
- Search intent. Ads for informational searches may earn clicks that rarely convert.
Quality Score FAQ
What is a good Quality Score?
Scores of 7 and above are generally considered strong, while scores of 1 to 4 signal clear room to improve.
Does Quality Score affect cost per click?
Yes. Higher quality ads and pages generally earn better positions at lower costs in the ad auction.
How often does Quality Score update?
It updates as new data comes in, so allow a few weeks after changes before judging results.
Is Quality Score used in Performance Max?
Quality Score is reported for Search keywords. Performance Max uses its own automated quality signals.
Put It to Work
Want every ad dollar going further? Riley will review your Quality Scores and fix the ads and landing pages holding them back.
