Mujeeb Rehman

Quality Score Explainer

Quality Score Explainer — Mujeeb Rehman

Click any score to see what it means

Quality Score Scale — 1 to 10

1 — Very Poor 5 — Average 10 — Excellent

Click a score above to see what it means for your campaigns.

How Quality Score affects your Cost Per Click

QS Ad Rank Multiplier CPC vs Average Verdict
1–2 0.4× +400% more Very Poor
3–4 0.7× +50% more Below Average
5–6 1.0× Baseline Average
7–8 1.5× −25% cheaper Good
9–10 2.0× −50% cheaper Excellent

The three components of Quality Score

~35%

Expected Click-Through Rate

Google's prediction of how likely someone is to click your ad when it appears for a given keyword — based on your historical CTR and the keyword's performance across all advertisers.

→ Improve with tighter keyword themes and more specific, benefit-led headlines.

~39%

Ad Relevance

How closely your ad copy matches the intent of the search query. The keyword the user typed should appear in your headline and be reflected in the body copy and CTA.

→ Improve with tightly themed ad groups — one theme per ad group, never more than 15–20 keywords.

~26%

Landing Page Experience

How relevant, useful, and fast your landing page is for someone who clicked your ad. Google reads your page content, load speed, mobile usability, and the presence of the keyword on the page.

→ Improve with keyword-matching page headlines, fast load times, and a single clear CTA above the fold.