Google Ads Quality Score Explained: How to Check, Fix & Optimize It

“Why is my CPC so high even though my ads are relevant?”

“We increased our bids… so why are we still getting outranked?”

“What exactly is a Quality Score, and why should I care?”

If you’ve ever stared at your Google Ads dashboard, wondering why your cost-per-click is bleeding your budget dry despite everything feeling right, this post is for you.

Here’s the uncomfortable truth:

You can throw money at Google Ads, but if your Quality Score is trash, your results will be too.

That’s because Google isn’t a straight-up auction. It’s a reputation game. Your Ad Quality Score serves as a trust meter, indicating to Google whether your ad deserves premium placement or should be politely rejected.

This guide isn’t just another definition dump. You’ll walk away understanding:

• What Quality Score in Google Ads actually is (not the watered-down version)

• Why does it directly impact your ad rank, CPC, and conversions

• How to check Quality Score in Google Ads and interpret it properly

• Battle-tested strategies to improve Quality Score in Google Ads and drive actual ROI

Let’s demystify this metric that quietly controls your performance and learn how to make it work for you.

So, what is quality score in Google Ads, really?

The Quality Score is Google Ads’ way of evaluating your ad experience.

Think of it like a credit score, but for your ads. 

Instead of assessing your financial trustworthiness, it evaluates the relevance and usefulness of your ad, keyword, and landing page combo to the searcher.

To quote Google Ads Help,

“Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.”

It’s scored on a scale of 1 to 10 (with 10 being ad-nirvana). It’s not a KPI in itself, but a diagnostic tool. It tells you why you’re paying too much, or why your ad isn’t performing as it should.

How Quality Score actually affects your ad performance (and your wallet)

Here’s a hard truth a lot of advertisers miss: It’s not just about how much you’re willing to pay.

You could throw ₹100 at a keyword and still get beaten by someone bidding ₹70.

Why? Because Google isn’t running a simple “highest bidder wins” auction.
It’s running a smart auction, one that favors relevance, user experience, and yes, your Ad Quality Score.

The formula behind the scenes looks like this:

Ad Rank = Bid × Quality Score × Ad Extension Impact

Translation? 

If your Quality Score in Google Ads is high, you’re getting way more out of every rupee you spend.

Let’s make it real:

• Advertiser A: Bids ₹100, Quality Score = 3
  
• Advertiser B: Bids ₹70, Quality Score = 9
  

Who wins the top spot? Advertiser B.
Who pays less per click? Still Advertiser B.

Crazy, right? But that’s how it works. Google rewards ads that are helpful and relevant, not just rich.

Here’s what a high Google Ads Quality Score gets you:

• Higher ad positions (so you show up before your competitors)
  
• Lower cost-per-click (you’re not overpaying for visibility)
  
• Better click-through rates (more people click because your ad makes sense)
  
• Higher conversion potential (because it’s all better aligned)
  

Bottom line;
A great Quality Score doesn’t just make your ads cheaper. It makes your ads better.

So the next time you’re tempted to raise your bid, pause. Check your Quality Score first. It might be the real reason your campaign isn’t performing the way it should.

Anatomy of a Quality Score: The three ingredients

Let’s get into the good stuff: how the score is calculated. There are three pillars, and all three matter:

1. Expected CTR (Click-Through Rate)

How likely is someone to click your ad, based on past performance?

It’s Google’s way of asking: “Do people actually want what you’re advertising?”

If people scroll past your ad? It signals low CTR, which ultimately implies a low ad quality score.

2. Ad relevance

Does your ad match the keyword’s intent? Are you answering the searcher’s question?

An example of ad irrelevance would be: Bidding on “affordable CRM software” with an ad that says “Get your free email templates!”

In simple terms, relevance will be rewarded, whereas irrelevance will be penalized.

3. Landing page experience

The forgotten child. But oh-so-important.

Is your landing page:

• Fast-loading?
  
• Mobile-friendly?
  
• Actually relevant to the ad and keyword?
  

Because if your ad says “30-day free trial,” and your landing page doesn’t even mention a trial? Google’s not impressed, and neither is your score.

How to check Quality Score in Google Ads

Surprisingly, it’s not hidden in some dark analytics dungeon. Here’s how to check Quality Score in Google Ads in under a minute:

1. Log in to your Google Ads account.
   
2. Go to your Keywords tab.
   
3. Click on Columns > Modify Columns.
   
4. Under “Quality Score,” select:
   
   • Quality Score
     
   • Expected CTR
     
   • Ad Relevance
     
   • Landing Page Experience
     

Now you’ve got the score and the diagnosis in plain sight.

Want a shortcut? 

Try using a Google Ads Quality Score Checker like WordStream or SEOptimer for a quick glance and improvement tips.

Why your score might be bad (Even if you think you’re doing everything right)

Let’s call out a few elephants in the PPC room.

• You’re bidding on too-broad keywords
  
• You’re sending traffic to generic landing pages
  
• You’ve got ad copy that could put a squirrel to sleep
  
• You haven’t updated creatives in months
  
• Your site loads slower than dial-up (yes, that’s still a thing)
  

Don’t worry, it’s fixable. But first, you’ve got to admit that bidding higher won’t solve a low-quality score.

So… what actually helps boost conversions and Ad Quality Score?

You’re not alone if you’ve ever thought, “How the hell do I improve conversions and keep Google happy with my Quality Score?”

Good news: You don’t have to pick one or the other.
These two are not enemies; they’re more like partners in crime.
You improve one, and the other often tags along for the ride.

Let’s walk through what actually works, not theory, just real strategies that move the needle.

1. Clean up your keyword chaos

Here’s the reality: most campaigns are built like junk drawers.

You’ve got “CRM software,” “free CRM tools,” and “sales automation” all lumped into one ad group, hoping for the best. Spoiler: that’s not strategy, that’s spaghetti on the wall.

Instead, treat your ad groups like drawers.
Each one should have one job, one theme, one purpose.

One keyword = one intent = one ad group.

Not only does this make it easier for you to write razor-sharp ad copy, but it also helps Google understand exactly what you’re trying to say, which directly boosts your ad relevance score and CTR.

2. Write ads like you’re talking to a real human (Because you are!)

Let’s stop pretending keyword stuffing is still a thing.
People don’t want to read ads that sound like:

“CRM software for CRM software use by CRM software buyers.”

What they want is clarity and confidence.

Here’s what works:

• Speak to a real problem or outcome.
  
• Make the keyword feel natural, not forced.
  
• Write like you’re answering someone’s Google search with a solution, not a pitch.
  

For example:

Keyword: “best email marketing tools”
Ad: “Top-Rated Email Tool for Startups | Automate & Grow Your Audience”

Clean. Clear. Straight to the point. That’s how you earn the click.

3. Your landing page shouldn’t feel like a dead end

This one’s a deal-breaker.

If your ad promises the moon and your landing page delivers a Word doc from 2007, you’ve lost the sale and tanked your Quality Score.

Real talk, most advertisers lose people post-click.

Here’s the fix:

• Match the headline exactly to what the ad said
  
• Get to the offer fast (above the fold, please)
  
• Cut the fluff—one page, one purpose
  
• Make sure it loads fast (3 seconds or less)
  
• And if it’s not built for mobile, you’re already 10 steps behind
  

Google’s actually watching how users behave after they click.
If they bounce fast, your landing page experience rating takes a hit. And so does your entire campaign.

4. Use ad extensions like your ad budget depends on it (Because it does)

Think of ad extensions like bonus tools in your PPC Swiss Army knife.

They don’t just make your ad look bigger, they make it more useful.
And Google loves useful.

• Add sitelinks (to pricing, features, testimonials)
• Use callouts (“No setup fees,” “Cancel anytime”)
• Add structured snippets (like product types or services)
• If you’re local or service-based, use call extensions too

These little extras raise your CTR and improve your Ad Rank. That means better position, lower CPC, and yes, higher Quality Score.

5. Start saying “no” more often (With negative keywords)

Want to improve your click-through rate without writing a single new ad?
Here’s the unsexy secret: cut the crap traffic.

Use negative keywords to filter out the searchers who will never convert.

For instance, if you sell high-end CRM software for enterprises. You don’t want clicks from people searching:

• “CRM for students”
  
• “free CRM spreadsheet”
  
• “open source CRM tools”
  

Add those as negatives. Clean house. Your CTR goes up, your cost-per-lead goes down, and your Quality Score gets a nice little boost.

The road ahead

In case you need some help in Google Ads budgeting for your next ad campaign, we recommend reading ~ The Art of Google Ads Budget Planning: Where (and When) to Invest Your Money.