Google Ads Quality Score looks simple. You see a number from 1 to 10 beside a keyword, so it is easy to assume a higher score means better rankings and cheaper clicks.
That is not quite how it works.
Google Ads Quality Score is a diagnostic measure. It helps you understand how your keyword, advert and landing page compare with other advertisers competing for similar searches.
The visible 1-to-10 score is not directly used in the ad auction. Google uses real-time quality signals, bids, competition, search context and other factors when calculating Ad Rank.
You can read Google’s official Quality Score guidance.
The useful question is therefore not:
“How do I get every keyword to 10/10?”
It is:
“What is Google Ads Quality Score telling me about the user experience?”
This guide explains how the score works, what affects it and what to improve when performance is weak.
What Is Google Ads Quality Score?
Google Ads Quality Score is a 1-to-10 keyword-level diagnostic score.
It is based on three components:
- Expected click-through rate
- Ad relevance
- Landing-page experience
Each component can appear as:
- Above average
- Average
- Below average
The component ratings are often more useful than the final score.
A 5/10 tells you something may need attention.
The individual components tell you where to investigate.
Does Google Ads Quality Score Affect Ad Rank?
Not directly.
This is one of the biggest misunderstandings around Google Ads Quality Score.
Google states that the visible 1-to-10 score is not an input in the ad auction.
Ad Rank is calculated when an advert becomes eligible to appear.
Google considers factors such as:
- bid;
- auction-time ad quality;
- Ad Rank thresholds;
- competition;
- search context;
- expected impact of assets.
Google explains these factors in its Ad Rank documentation.
The important distinction is:
Google Ads Quality Score is diagnostic.
Auction-time quality affects the real auction.
They are related, but they are not the same thing.
Does Google Ads Quality Score Affect CPC?
The visible score does not directly set your CPC.
However, the underlying quality behind the score still matters.
Google says stronger ad quality can contribute to better positions and lower costs.
So instead of saying:
“A higher Quality Score lowers CPC.”
A more accurate explanation is:
Improving the relevance and experience behind Google Ads Quality Score may improve auction performance and reduce the cost needed to compete.
That distinction stops you chasing the number instead of fixing the real issue.
Where Google Ads Quality Score Is Useful
Think of Google Ads Quality Score as a warning light.
If the score is weak, inspect the three components.
You may find:
- the advert does not match the keyword;
- the keyword does not reflect search intent;
- the landing page does not match the advert;
- the advert gives users little reason to click.
Those are genuine problems.
Fixing them can improve campaign performance even if the visible score is not your main goal.
What Google Ads Quality Score Cannot Tell You
Google Ads Quality Score should not be treated as a business KPI.
It cannot tell you:
- whether leads are qualified;
- whether customers can afford your service;
- whether your sales team follows up properly;
- whether enquiries become sales;
- whether those sales are profitable;
- whether your budget is large enough.
You should also monitor:
- conversion rate;
- CPL;
- customer acquisition cost;
- lead quality;
- revenue;
- profit.
A keyword with a 10/10 score but no valuable customers is not automatically successful.
A 6/10 keyword producing profitable business may deserve more attention.
How Google Ads Quality Score Is Calculated
Google Ads Quality Score uses three components.
Expected Click-Through Rate
Expected CTR estimates how likely your advert is to receive a click when shown for a keyword.
It is not simply your actual CTR.
If Expected CTR is below average, your advert may not give searchers enough reason to click.
Suppose the keyword is:
business accountant London
Advert A says:
Professional Services in London
Advert B says:
Small Business Accountant London | Book a Consultation
The second version gives the searcher a clearer match.
The goal is not to stuff the keyword into every headline.
The advert should clearly answer the searcher’s need.
Ad Relevance
Ad relevance measures how closely the advert matches the keyword’s intent.
Poor campaign structure can weaken this.
Imagine one ad group contains:
- emergency plumber;
- boiler installation;
- bathroom fitter;
- commercial heating;
- blocked drain repair.
One advert will struggle to match every search.
Someone searching:
blocked drain repair London
should not see an advert mainly discussing boiler installations.
That is an ad relevance problem.
Landing-Page Experience
Landing-page experience considers whether the destination is relevant, useful and easy to use.
Google’s landing-page guidance recommends keeping keywords, ads and landing pages aligned.
If an advert promotes one service but sends visitors to an unrelated page, the experience is weaker.
That can affect both users and campaign performance.
Google Ads Quality Score Diagnostic Table
| Component | Possible Problem | Check |
| Expected CTR | Advert is not compelling | Intent, headline, offer |
| Ad relevance | Advert does not match keyword | Grouping, copy, intent |
| Landing-page experience | Page does not match advert | Relevance, mobile use, CTA |
Use this table to diagnose the problem instead of chasing the final number.
Example 1: Weak Ad Relevance
Imagine a roofing company targets:
roof repair London
Its Google Ads Quality Score is:
5/10
The components show:
- Expected CTR: Average
- Ad relevance: Below average
- Landing-page experience: Above average
The landing page is probably not the main issue.
The problem may be the advert or keyword grouping.
You might discover the same ad group also contains:
- roof installation;
- commercial roofing;
- gutter repair;
- roof inspection.
The solution may be tighter grouping and more relevant ad copy.
You are improving the user experience, not chasing a prettier score.
Example 2: Weak Landing-Page Experience
Imagine a London accountant targets:
small business accountant London
Google Ads Quality Score:
6/10
The components show:
- Expected CTR: Above average
- Ad relevance: Above average
- Landing-page experience: Below average
The advert appears relevant.
The landing page deserves attention.
Suppose the advert promises:
Small Business Accountancy in London
but visitors land on a generic homepage covering tax, payroll, personal finance and several other services.
A stronger page could quickly explain:
- who the service is for;
- what is included;
- London coverage;
- pricing approach;
- how to enquire;
- trust signals.
That improves the experience whether or not the score changes immediately.
Example 3: High Score, Weak Business Results
Now imagine a keyword has a 9/10 Google Ads Quality Score.
It spends £2,000 and generates 20 leads.
Only one becomes a customer.
The problem may be search intent, pricing, lead quality, the offer or sales follow-up.
The score is already strong.
Do not waste time polishing it while ignoring the actual commercial problem.
Example 4: Average Score, Strong Profit
Another keyword has a 6/10 Google Ads Quality Score.
Its CPC is higher than you would like.
However, the leads are strong and customers convert profitably.
Do not automatically pause the keyword.
Investigate weak components, but keep commercial performance ahead of the diagnostic score.
Should Every Keyword Have 10/10 Google Ads Quality Score?
No.
A strong PPC account is not one where every keyword shows 10/10.
It is one where useful searches produce profitable customers.
Some searches are naturally broader or more competitive.
Use Google Ads Quality Score to identify meaningful weaknesses.
Do not turn 10/10 into a vanity target.
How to Check Google Ads Quality Score
Inside Google Ads keyword reporting, add these columns:
- Quality Score;
- Expected CTR;
- Ad relevance;
- Landing-page experience.
Historical versions can also help you monitor changes.
For example, you may launch a new landing page and later see landing-page experience improve.
Still, check whether conversions and lead quality improved too.
The diagnostic should support the business result.
How to Improve Expected CTR
If Expected CTR is weak, start with the searcher’s intent.
Ask:
- Does the advert clearly match the service?
- Is the offer easy to understand?
- Does the headline answer the search?
- Is there a clear reason to choose the business?
Avoid vague wording such as:
Best Quality Services
Your Trusted Partner
Professional Solutions
Specific language is usually stronger.
For example:
Emergency Locksmith in Chelsea
is clearer than:
Trusted Property Services
The right customer should immediately recognise the service.
Do Not Improve CTR With Poor-Quality Clicks
A higher CTR is not useful if lead quality falls.
Imagine an advert says:
Cheapest Locksmith in London
Clicks may increase.
But if the company offers premium pricing, those visitors may never convert.
The click metric improves while commercial performance gets worse.
Improve Expected CTR through clarity and relevance, not clickbait.
How to Improve Ad Relevance
Review the relationship between:
- keyword;
- search intent;
- advert.
If one ad group contains unrelated services, separate them where useful.
For example, a chauffeur company might separate:
- airport transfers;
- corporate chauffeur;
- events;
- hourly chauffeur hire.
Someone searching:
Heathrow chauffeur
should see airport-focused wording.
Someone searching:
corporate chauffeur London
should see business-travel messaging.
This creates a clearer connection between search and advert.
Match Types and Search Intent
Match types also influence which searches your keywords reach.
A relevant-looking keyword can still trigger poor-intent searches.
Our Google Ads Match Types Explained With Real Examples guide explains how broad, phrase and exact match affect reach.
Do not change match types simply to improve Google Ads Quality Score.
Use them to control search intent.
How to Improve Landing-Page Experience
Improving landing-page experience takes more than adding keywords.
A useful PPC page should quickly answer:
- What service is offered?
- Who is it for?
- Why should the visitor trust the company?
- What should they do next?
- Does the page match the advert?
Compare the keyword, advert and landing page together.
Example
Keyword:
Emergency Locksmith Mayfair
Advert:
Emergency Locksmith Mayfair | Fast Local Help
The landing page should quickly confirm:
- emergency locksmith service;
- Mayfair coverage;
- contact details;
- next steps;
- trust information.
A generic heading such as:
Welcome to Our Company
followed by twelve unrelated services creates a weaker experience.
Page Speed and Mobile Experience
A relevant landing page can still lose visitors if it is difficult to use.
Check it on a real mobile device.
Can users:
- read the page easily?
- tap the phone number?
- complete the form?
- find the main information quickly?
- use the page without intrusive pop-ups?
Landing-page improvements should support both Google Ads Quality Score and conversions.
Do Negative Keywords Improve Google Ads Quality Score?
Not directly.
Negative keywords mainly control which searches your ads can appear for.
Removing irrelevant searches can improve traffic quality, but negative keywords should not be added simply to manipulate the score.
Our Negative Keyword Strategy for Lead-Generation Campaigns explains how exclusions can protect useful demand.
Does Google Ads Quality Score Affect Your Budget?
Google Ads Quality Score does not tell you how much to spend.
However, poor targeting, weak adverts and poor landing pages can make the same budget less effective.
Imagine two campaigns each spend £3,000.
Campaign A attracts relevant searches and uses strong landing pages.
Campaign B sends weak traffic to generic pages.
The budget is identical.
The results may be completely different.
Our guide on how to set a Google Ads budget without guessing explains how CPC, conversion rates and customer targets affect budget planning.
Google Ads Quality Score and Account Structure
Account structure matters when it helps improve relevance.
It does not matter simply because campaigns or ad groups have particular names.
Moving keywords into better themes can help you create stronger ads and landing pages.
Splitting everything into dozens of tiny groups without improving relevance only creates more administration.
Structure around search intent.
Should You Use Single Keyword Ad Groups?
Not automatically.
Single Keyword Ad Groups, or SKAGs, were once widely recommended.
A better question is:
Do these keywords share the same intent and work with the same advert?
If yes, they may belong together.
If not, separate them.
Build around user intent rather than rigid rules.
Google Ads Quality Score vs Ad Strength
These metrics measure different things.
Google Ads Quality Score is a keyword-level diagnostic based on:
- Expected CTR;
- Ad relevance;
- Landing-page experience.
Ad Strength evaluates assets inside responsive search ads.
Google’s Ad Strength guidance states that Ad Strength does not calculate Ad Rank or Quality Score.
Do not treat the two metrics as interchangeable.
Google Ads Quality Score vs Conversion Rate
These metrics are also different.
Google Ads Quality Score diagnoses ad and landing-page relevance.
Conversion rate measures how often users complete the action you want.
A page can be relevant yet convert poorly because of:
- weak pricing;
- poor trust signals;
- an unattractive offer;
- a difficult form;
- weak sales follow-up.
Use both metrics for different purposes.
Google Ads Quality Score vs Cost Per Lead
A better Google Ads Quality Score does not guarantee a lower CPL.
Suppose performance changes from:
Before
- CPC: £8
- Conversion rate: 8%
- 100 clicks: £800
- Leads: 8
- CPL: £100
After
- CPC: £6
- Conversion rate: 4%
- 100 clicks: £600
- Leads: 4
- CPL: £150
Clicks became cheaper.
Leads became more expensive.
That is why PPC should be judged across the full journey.
Google Ads Quality Score vs Customer Acquisition Cost
Customer acquisition cost goes further than CPL.
Suppose two campaigns generate leads at £80.
Campaign A closes 10%.
£80 ÷ 10% = £800 customer acquisition cost
Campaign B closes 30%.
£80 ÷ 30% = about £267
The CPL is identical.
The commercial result is very different.
Google Ads Quality Score cannot show you that.
Sales data can.
When Should You Prioritise a Low Score?
Focus on a low Google Ads Quality Score when the keyword matters commercially.
For example:
- Monthly spend: £2,000
- Quality Score: 3/10
- Ad relevance: Below average
- Landing-page experience: Below average
That deserves attention.
There is meaningful spend and a clear diagnostic problem.
Now compare it with a keyword spending £15 per month with a 5/10 score.
If another campaign spends £5,000 and has obvious landing-page problems, fix the larger commercial issue first.
Google Ads Quality Score Priority Matrix
| Situation | Priority |
| Low score + high spend + weak results | High |
| Low score + important keyword | High |
| Average score + strong profit | Medium |
| High score + poor lead quality | Check intent |
| Low score + tiny spend | Low |
| Strong score + strong sales | Leave unless needed |
This is more useful than trying to force every keyword towards 10/10.
Google Ads Quality Score Improvement Process
Use this process:
Step 1: Find important low-scoring keywords
Focus on keywords with meaningful spend or commercial value.
Step 2: Check the three components
Review Expected CTR, Ad Relevance and Landing Page Experience.
Step 3: Identify the real problem
Is it the advert, grouping, landing page or search intent?
Step 4: Make a focused improvement
Avoid rebuilding everything at once.
Step 5: Measure commercial performance
Review CPC, conversions, lead quality and sales.
Step 6: Check Google Ads Quality Score again
Use the score to support your diagnosis, not replace business results.
Example: London Locksmith Account
Imagine a locksmith account has three keywords:
| Keyword | Google Ads Quality Score | Main Issue |
| emergency locksmith London | 8/10 | No major issue |
| lock change London | 5/10 | Ad relevance |
| locksmith Mayfair | 4/10 | Landing-page experience |
The first may need little attention.
The second may need stronger ad copy.
The third may need a more relevant location page.
That is more useful than saying:
“Average Quality Score is 5.7, so improve everything.”
Prioritise by keyword and commercial impact.
Example: Heathrow Chauffeur Landing Page
Imagine the keyword is:
Heathrow chauffeur service
The advert says:
Heathrow Chauffeur Service | Flight Monitoring & Meet and Greet
The landing page should quickly explain the Heathrow journey.
Useful content may include:
- pickup process;
- flight monitoring;
- meet and greet;
- waiting time;
- luggage capacity;
- vehicle choices;
- booking process.
Do not send visitors to a generic page covering every chauffeur service.
The page should deliver what the advert promised.
Do Not Stuff Keywords Into Landing Pages
Improving Google Ads Quality Score does not mean repeating the target keyword in every paragraph.
That often makes copy worse.
If a page clearly covers Heathrow chauffeur travel, there is no need to repeat:
Heathrow chauffeur service
fifteen times.
Write naturally and make the page genuinely relevant.
Should You Rewrite Ads Whenever the Score Drops?
No.
Google Ads Quality Score can change over time.
Do not react to every small movement.
Check the three components and commercial results first.
If the campaign remains profitable and the user journey is strong, avoid unnecessary changes merely to improve the number.
Can Competitors Affect Google Ads Quality Score?
Yes, because the metric is comparative.
Google compares your expected experience with other advertisers competing for similar searches.
If competitors improve their ads and landing pages, the benchmark can change.
This is another reason not to treat Google Ads Quality Score as a fixed grade for your website.
Can New Keywords Have Google Ads Quality Score?
New keywords may not immediately have enough data for a meaningful score.
Avoid making major decisions from limited information.
Let the keyword gather useful data.
Then review the score alongside search terms, conversions and business outcomes.
Should Google Ads Quality Score Be in Monthly Reports?
It can be useful for diagnosis.
However, monthly reports should mainly focus on business performance.
That may include:
- spend;
- qualified leads;
- sales;
- revenue;
- CPL;
- customer acquisition cost;
- conversion rate.
Google Ads Quality Score can support the explanation.
For example:
“CPL increased as landing-page conversion declined. The same keywords also show below-average landing-page experience.”
That provides useful context.
Reporting that average Quality Score moved from 6.4 to 6.7 without explaining business impact is less useful.
A Simple Google Ads Quality Score Diagnostic Flow
Use this sequence before making changes.
Is the keyword commercially important?
If not, it may not deserve immediate attention.
If yes, review the components.
Expected CTR below average?
Review the advert, offer and search intent.
Ad relevance below average?
Review keyword grouping and ad copy.
Landing-page experience below average?
Check whether the page delivers what the advert promised.
All components healthy but results remain poor?
Stop blaming Google Ads Quality Score.
Check:
- search terms;
- tracking;
- lead quality;
- pricing;
- sales follow-up;
- customer value.
That is often where the real problem sits.
How Wixdek Approaches Google Ads Quality Score
At Wixdek, we use Google Ads Quality Score as a diagnostic rather than a vanity metric.
It can help identify weak ad relevance, poor landing-page alignment or problems around search intent.
But PPC decisions should also connect:
- search intent;
- advert relevance;
- landing-page experience;
- conversion data;
- lead quality;
- customer value.
A commercially valuable keyword with an average score can be more useful than a 10/10 keyword producing no business.
Need Help Improving Google Ads Performance?
If your account has weak Google Ads Quality Score results, high CPCs or poor conversion rates, rewriting every advert may not solve the problem.
The issue could involve:
- search intent;
- campaign structure;
- match types;
- landing pages;
- conversion tracking;
- budget allocation.
Wixdek can review those areas together.
Our PPC agency in London service focuses on relevance, tracking, lead quality and commercially useful PPC decisions.
The goal is not to make every keyword 10/10.
It is to build campaigns that generate useful business.
Frequently Asked Questions
What is Google Ads Quality Score?
Google Ads Quality Score is a 1-to-10 keyword-level diagnostic. It compares the expected relevance and quality of your ads and landing pages with other advertisers.
Is Google Ads Quality Score used directly in Ad Rank?
No.
Google says the visible 1-to-10 score is not directly used in the auction. Real-time quality signals are part of Ad Rank.
What are the three Google Ads Quality Score components?
The three components are Expected CTR, Ad Relevance and Landing Page Experience.
Is a 10/10 Google Ads Quality Score always the goal?
No.
A perfect score does not guarantee profitable leads or sales. Use it to diagnose problems while keeping commercial performance as the main objective.
Does higher Google Ads Quality Score reduce CPC?
The visible score itself does not directly set CPC.
However, improving ad and landing-page quality may improve auction performance and reduce the amount needed to compete.
Can a low Google Ads Quality Score keyword still be profitable?
Yes.
A lower-scoring keyword may still produce profitable customers. Investigate its weak components without automatically removing useful demand.
How can I improve Ad Relevance?
Group keywords with similar intent and make sure the advert clearly matches what the user searched for.
How can I improve Landing Page Experience?
Send visitors to a page that matches the keyword and advert, works well on mobile and provides a clear next step.
Do negative keywords improve Google Ads Quality Score?
Not directly.
Negative keywords mainly help control search intent and remove irrelevant traffic.
Is Google Ads Quality Score the same as Ad Strength?
No.
Google Ads Quality Score is a keyword-level diagnostic. Ad Strength evaluates assets in responsive search ads.
Should Google Ads Quality Score be a PPC KPI?
It can support diagnosis, but it should not be your main business KPI.
Qualified leads, sales, customer acquisition cost, revenue and profit provide a better view of commercial performance.
