What is ‘Quality Score’ on Google Ads

What is ‘Quality Score’ on Google Ads

At the centre of the digital marketing era, Google Ads are all the hype for any company that wants to generate leads and sales through their online advertising efforts. Depending on strategy and execution, Google Ads can make or break a company. Therefore, an intimate knowledge of the advertising platform is vital. One of the critical components of Google Ads is the Quality Score. You ignore it at your peril.

According to Google, Quality Score is a diagnostic tool that advertisers use to compare the quality of their ads to those of other advertisers – often competitors in the same industry. However, it is important to note that this metric is not a key performance indicator but merely a vehicle used to identify how ads that show some keywords affect the user experience.

The Quality Score depends on many of its core components. These include; your click-through rate (CTR), keyword relevance in ad groups, relevance and landing page quality, the relevance of the ad text and your historical Google Ads account performance. Google uses the above criteria to determine Quality Score; a good performance (ranking 1-10 where 1 is the lowest and 10 highest) will result in higher rankings and lower costs.


Quality Score has a direct correlation to the success of your PPC campaign. It means that your ads will rank high up in the Google search results. It also means that there will be a lower cost per conversion which translates to a high return on investment (ROI). A conversion is whatever you have set it out to be i.e. what did you want to achieve? Did you want the user to subscribe to a newsletter or fill out a contact form? Essentially, a high-Quality Score is an indication that users are heeding your call-to-action (CTA), a hint of a successful campaign.

Try to improve your Quality Score as much as you can because a low-Quality Score can be very costly. According to Google’s QS benchmark is 5/10, and a Quality Score of 1/10 means a 400% higher cost per click than the benchmark would be.

Strategies to increase your Google Ads Quality Score

A Google Ads campaign manager must never relax regardless of how well your campaigns are or have been performing. Always strive to achieve a higher Quality Score. This is possible with these five strategies suggested by Google

  • Review your Quality Score components

Endeavour to give your users what they’re looking for, and good performance should follow. Focus on your long-term performance goals and look for ways to reach them by improving your user experience, using Quality Score as a diagnostic tool. 

  • Make ads more relevant to keywords

Try grouping your keywords into themes to increase relevance. These themes can be based on your products, services or other categories. 

  • Try to improve your click-through rate (CTR)

Innovation is key. Therefore, play around with different calls to action that connect closely with your landing page. These calls to action should be compelling and make sure that your ad text is very specific. 

  • Consider updating your landing page

Bringing people to your site is only one part of online marketing. It’s important to provide visitors with an excellent experience on your website.

  • Use Quality Score with other metrics

Look at other metrics in your account, like click-through rate, conversion rate and site engagement. These are connected to your performance and can help as you look for specific areas to improve.

Source: Google

 No matter what type of business you are in, digital marketing and advertising is a must. Google Ads have become an important advertising platform but it can get tricky if you don’t know your way around ‘Google streets’. But we ‘Get Google’. So Get to know us!