Quality Score

Discover how Quality Score measures the relevance and effectiveness of PPC ads. Learn how to track, analyze, and optimize Quality Score to improve ad performance and reduce cost-per-click.

Visualize, set goals & analyze KPIs for free

KPI Details for Quality Score

Category

Marketing
Type

Leading Indicator
Definiton

Google evaluates Quality Score based on:

  1. Expected CTR – How likely users are to click on the ad.
  2. Ad Relevance – How closely the ad matches search intent.
  3. Landing Page Experience – How relevant and user-friendly the landing page is.
Measure

A Quality Score ranges from 1 (low relevance) to 10 (high relevance), affecting ad rank and cost-per-click (CPC).
Data Sources:

Google Ads, Microsoft Advertising.
Frequency

Tracked weekly or monthly to monitor ad performance and optimize campaigns.

Example target

Increase average Quality Score to 8+ in Q3 by improving ad relevance, optimizing landing pages, and enhancing ad copy.

Example Reports Use Case

A PPC Manager tracks Quality Score to optimize Google Ads campaigns. If Quality Score is low, they may refine ad copy, adjust keyword targeting, or improve landing page speed and relevance.

KPI Example

Best Practices for Quality Score

  • Optimize Ad Copy for Relevance

    Use keywords that match search intent and create compelling ad messaging.

  • Improve Landing Page Experience

    Ensure fast loading speed, mobile-friendliness, and relevant content that matches the ad.

  • Increase Expected CTR with A/B Testing

    Experiment with different ad variations to improve click-through rates.

  • Use High-Intent Keywords

    Focus on keywords with strong user intent to improve relevance and engagement.

What is Quality Score

Quality Score is a key performance indicator (KPI) used primarily in Google Ads and other PPC platforms to measure the quality and relevance of your ads, keywords, and landing pages. Rated on a scale from 1 to 10 at the keyword level, Quality Score compares your ad performance against competitors and helps determine your ad’s cost per click (CPC) and ad rank during the auction process. Factors influencing Quality Score include keyword relevance to the ad group, the quality and relevance of the landing page, the ad text, and historical performance data. A higher Quality Score can lead to lower advertising costs and better ad placement.

Automate Your Reporting in 5 Minutes

Centralize GA4, Facebook Ads, and More – Start Free

Report Smarter Now