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Google Ads - Lesson 7 - What is Google Ads Quality Score?

Updated: Mar 21

When it comes to mastering Google Search Ads, understanding Quality Score is essential. It's one of the most important metrics Google uses to determine how your ads perform—and how much you’ll pay per click. Whether you're running a small local campaign or managing ads for a large business, optimising your Quality Score can lead to better results at a lower cost.


targeting is like inviting people to a party - you cannot invite everyone
Diagram by Growth Minded Marketing


Lesson Outline:


What is Quality Score in Google Ads?

Quality Score is a rating Google gives to your keywords, ranging from 1 to 10. This score is Google's way of measuring how relevant and useful your ad is to users—before it even runs.

It’s made up of three key components:

  1. Expected Click-Through Rate (CTR):This is an estimate of how likely someone is to click your ad when it’s shown. A higher expected CTR means Google thinks your ad is compelling and relevant to users.

  2. Ad Relevance:This measures how closely your ad copy matches the intent behind the user’s search query. The more aligned your ad is with the keyword, the better.

  3. Landing Page Experience:Google evaluates whether your landing page provides a helpful and seamless experience. Is the content relevant to the keyword? Is the page easy to navigate and mobile-friendly?


Why Quality Score is Important

Quality Score isn’t just a number—it directly impacts the performance and cost-efficiency of your campaigns. Here's why it matters:

  • Lower Cost-Per-Click (CPC):Higher Quality Scores reduce the amount you pay for each click. You get more clicks for the same budget.

  • Better Ad Rank:Google rewards high Quality Scores with better ad placements—even over competitors who bid higher but have lower scores.

  • Improved ROI:Because you're paying less per click and reaching more relevant users, your return on ad spend (ROAS) increases.

  • Stronger User Experience:Focusing on ad relevance and landing page experience creates a smoother journey for potential customers, which builds trust and increases conversions.


Where to Find Quality Score in Google Ads

To check your Quality Score:

  1. Go to your Google Ads dashboard.

  2. Navigate to the "Keywords" tab.

  3. Click on the columns icon (top-right corner of the table), then choose "Modify columns".

  4. Under "Quality Score", select:

    • Quality Score

    • Expected CTR

    • Ad Relevance

    • Landing Page Experience

  5. Click "Apply".


You’ll now see a breakdown of each keyword’s score and its individual components.


How to Optimise Based on Quality Score

Once you have visibility into your Quality Scores, it’s time to take action. Here’s how to improve each component:

1. Improve Expected CTR

  • Write compelling ad copy with strong CTAs (Calls-To-Action).

  • Use dynamic keyword insertion to match user queries.

  • Test multiple ad variations to see which gets the highest CTR.

2. Boost Ad Relevance

  • Make sure your keywords appear in your ad headlines and descriptions.

  • Group similar keywords into tightly themed ad groups.

  • Use specific match types to control which queries trigger your ads.

3. Enhance Landing Page Experience

  • Align your landing page content with your ad and keyword.

  • Make sure your page is mobile-optimised and loads quickly.

  • Use clear headlines, relevant content, and easy navigation to guide the user.


Final Thoughts

Understanding and improving your Google Ads Quality Score is a powerful way to unlock better ad performance without increasing your budget. By focusing on relevance, clarity, and user experience, you can build campaigns that not only convert—but also save money.


In short: Better Quality Score = Better Performance + Lower Costs.




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