Jan 6, 2026
Quality Score
QS
A 1-10 diagnostic score measuring your ad quality compared to competitors at the keyword level. Directly impacts ad position and cost per click.
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Formula:
Composite of 3 factors (see context)
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Benchmarks
7+ is good. 5-6 is average. Below 5 needs work. Improving QS by 1 point can reduce CPC 10-15%.
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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.
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