Quality Score (QS)
Learn Quality Score (1-10). Improve from 5 to 7+ to reduce CPC 10-15%. See the three components.
Updated July 2026.
A 1-10 diagnostic score measuring your ad quality compared to competitors at the keyword level. Directly impacts ad position and cost per click.
Formula
Composite of 3 factors (see context)
Benchmark range
7+ is good. 5-6 is average. Below 5 needs work. Improving QS by 1 point can reduce CPC 10-15%.
Why it matters
Quality Score has three components: Expected CTR, Ad Relevance, and Landing Page Experience. Focus on whichever shows 'Below Average.' QS is diagnostic—optimize the components, not the score itself. Don't obsess over 10s; 7-8 is fine.
Where it applies
- Google Ads
- Microsoft Ads
Related terms
The Ad Spend
Quality Score (QS) is most useful when the team can connect the definition to what actually changed in the account. The Ad Spend keeps account changes, performance movement, and decision context in one reviewable record, so paid-media decisions remain explainable after the dashboard changes. See Product overview.