Quality Score

The Quality Score is a metric used by Google Ads to assess the quality and relevance of an ad in relation to the selected keywords. This score ranges from 1 to 10 and significantly influences how high an ad appears in search results and what cost-per-click (CPC) advertisers have to pay.

Three main factors contribute to the Quality Score: click-through rate (CTR), ad relevance, and user experience with the landing page. A high CTR indicates that the ad is appealing to users, while a relevant landing page ensures that expectations are met after the click. Google rewards ads with a high Quality Score by displaying them at lower costs and in better positions.

A typical example: Two companies bid on the keyword “buy e-bike.” Although both place similar bids, the first company’s ad appears higher because its Quality Score is higher – due to a relevant ad, an optimized landing page, and a strong click-through history.

The major advantage of a high Quality Score lies in cost and performance efficiency. Advertisers pay less per click while achieving greater visibility. Continuous optimization of ad content, keyword selection, and landing pages can significantly improve the Quality Score.

For successful search engine advertising, the Quality Score is one of the most important metrics. It not only shows how well ads perform on Google but also provides concrete insights into where there is potential for improvement in campaign structure – from the ad itself to keyword relevance and the user experience on the landing page.