Quality Score is Google Ads' 1–10 rating of how relevant and helpful your paid search ads and landing pages are for a specific keyword. It reflects expected click-through rate, ad relevance and landing-page experience.
A high score tells Google that your ads closely match what users are searching for, which can lead to a lower cost-per-click (CPC) and better ad positions. A low score usually signals that the ad or landing page needs improvement.
For example, if someone searches for "emergency plumber", an ad that clearly matches the query and leads to a fast, locally focused landing page is likely to achieve a strong Quality Score.
Although it is not a performance metric, it is a valuable diagnostic signal. It helps you understand whether your keyword targeting, creative and landing pages align with user intent and Google's expectations.
Improving Quality Score usually means tightening keyword-to-ad relevance, strengthening ad copy, speeding up your landing pages and ensuring the page delivers exactly what the user searched for.
Example: A keyword like "emergency plumber near me" may earn a high Quality Score if the ad matches the query and the landing page clearly shows local, fast-response plumbing services.
Improving Quality Score is only part of the picture — see how our paid media services turn stronger relevance into better results.