Quality Score

Quality Score is Google's 1 to 10 rating of how relevant your keyword, your ad and your landing page are to what someone actually typed.

It's made of 3 parts: expected click-through rate, ad relevance, and landing page experience.

Google shows it per keyword, and each part is rated below average, average or above average.

Google calls it a diagnostic, and says higher-quality ads typically cost less per click and earn better ad positions.

A strong score comes from the whole chain agreeing, so the keyword, the ad and the page the click lands on all speak to the same search.

A search for "emergency plumber Adelaide" does best when it lands on a page about emergency plumbing in Adelaide.

I lift it by tightening the keyword grouping, writing each ad to echo the search, and sending the click to a page about that 1 thing.

What this means for you

Higher-quality ads typically cost less per click, so improving them is usually the cheapest lever available before anyone touches the budget.

I'll look at what you've got and tell you where it stands, in the same plain terms.