Updated September 2026: Google Ads Quality Score is a diagnostic tool, not a bidding formula and not a direct input in the ad auction. Google explicitly says the 1–10 Quality Score should not be treated as a KPI. Use it to diagnose whether expected CTR, ad relevance or landing-page experience may need improvement.
What Is Quality Score in Google Ads?
Quality Score is shown at the keyword level on a scale from 1 to 10. It compares the expected quality of your ad experience with other advertisers competing for the same keyword.
A higher score generally means Google expects the ad and landing page to be more relevant and useful for that search intent, but the score itself does not determine Ad Rank in real time.
The 3 Components of Quality Score
1. Expected Click-Through Rate
Google estimates how likely your ad is to be clicked when shown for the keyword, compared with other ads in similar positions and conditions.
2. Ad Relevance
This evaluates how closely the ad matches the intent behind the user’s search. A keyword can be technically present in the ad and still be irrelevant if the message does not match the user’s real intent.
3. Landing Page Experience
This evaluates how relevant and useful the landing page is after the click. The page should match the search intent, load well, be easy to use and make the advertised offer clear.
Quality Score Is Not an Auction Input
This is one of the most important corrections to older Google Ads advice. Google states that the visible 1–10 Quality Score is not an input in the ad auction. Real-time auction-time signals and ad-quality evaluations are used when Ad Rank is calculated.
So do not manage the account with the goal of simply ‘getting every keyword to 10/10.’ Instead, use Quality Score to find areas where the user experience may be weak.
Does a Higher Quality Score Automatically Reduce CPC?
Not directly. Better ad quality can contribute to stronger auction performance and can help you compete more efficiently, but the visible Quality Score number itself is not a direct CPC discount. CPC depends on the auction, competition, bids, Ad Rank thresholds, context and other signals.
If you improve expected CTR, relevance and landing-page usefulness, you may see better performance—but optimize for business outcomes such as qualified CPA or ROAS, not the score alone.
How to Improve Expected CTR
- Match headlines to real search intent.
- Use clear offers and CTAs.
- Write differentiated ad copy instead of repeating the same phrase.
- Use relevant assets such as sitelinks, callouts, images, calls and locations.
- Remove keywords that consistently attract the wrong audience.
How to Improve Ad Relevance
- Group keywords by close intent rather than creating huge mixed ad groups.
- Use specific ad messaging for each service/product theme.
- Separate emergency, research and transactional intent when they require different offers.
- Review search terms so the keyword is triggering the searches you actually want.
How to Improve Landing Page Experience
- Send users to the most relevant page, not automatically the homepage.
- Match the advertised product/service and offer.
- Improve mobile speed and usability.
- Make pricing, terms and business identity clear.
- Use a strong CTA.
- Remove misleading claims or content that contradicts the ad.
How to Read the Component Ratings
Google shows each component as Above average, Average or Below average. Those labels are more useful than obsessing over the total number.
- Below-average expected CTR: work on intent and ad appeal.
- Below-average ad relevance: tighten keyword/ad alignment.
- Below-average landing-page experience: improve the page and message match.
What Quality Score Should You Aim For?
There is no universal target that guarantees profitability. A keyword with a 6/10 can be highly profitable; a keyword with 10/10 can still generate poor leads. Use the metric diagnostically, then judge the campaign by conversion quality and economics.
Quality Score vs Optimization Score
These are different metrics:
- Quality Score: keyword-level diagnostic of expected CTR, relevance and landing-page experience.
- Optimization Score: Google’s broader account/campaign recommendation score. Applying or dismissing recommendations can change it.
Neither should replace your actual KPI such as profit, qualified CPA, booked leads or ROAS.
Common Quality Score Mistakes
- Thinking 10/10 guarantees top position.
- Increasing bids just to ‘fix’ Quality Score.
- Stuffing keywords into every headline.
- Ignoring search intent.
- Sending all traffic to one generic landing page.
- Pausing profitable keywords only because their score is not perfect.
2026 Quality Score Checklist
- Add Quality Score and the three component columns.
- Focus on high-value keywords with below-average components.
- Review actual search terms.
- Improve ad-message alignment.
- Fix landing-page relevance and UX.
- Measure whether the changes improve conversions—not just the score.
Final Takeaway
Quality Score is best treated as a diagnostic warning light. Use it to identify weak expected CTR, ad relevance or landing-page experience, then optimize the underlying user experience. Do not chase a 10/10 score at the expense of qualified leads, sales or profitability.