Quality Score / Advertising Terms Quality Score Quality score is a metric used by Google Ads to rate the relevance and quality of your keywords, ads and landing pages. It ranges from 1 to 10, with higher scores indicating that your content closely matches what users are searching for. Quality score directly affects your ad position and cost per click, making it an essential factor in the success and efficiency of paid search campaigns. Google calculates quality score based on three main components: expected click-through rate (CTR), ad relevance and landing page experience. For example, if your ad text closely aligns with a user’s search and your landing page delivers a clear, helpful experience, your score will likely be high. A strong quality score can reduce your cost per click and improve your ad’s visibility in competitive auctions, even with a lower bid than competitors. For B2B and SaaS companies, quality score ensures that high-intent audiences see relevant, persuasive messaging that matches their needs. For nonprofits, it helps maximise limited ad budgets by improving the performance of campaigns promoting donations, awareness or event registrations. To improve quality score, marketers should conduct thorough keyword research, write clear and compelling ad copy, and optimise landing pages for speed, clarity and mobile usability. Regular testing and adjustments are key to maintaining strong performance over time.