Quality Score is a paid advertising relevance metric that estimates how useful your ad and landing page are for the query or audience. Higher scores usually lower costs and improve delivery.
It’s influenced by:
- Expected click-through rate
- Ad relevance
- Landing page experience
Example:
Two brands bid on similar keywords. Brand A sends traffic to a generic homepage. Brand B sends traffic to a tightly matched landing page with clear headline alignment. Brand B gets lower CPC and better conversion efficiency — often with a better Quality Score.
How to improve it:
- Align keyword intent and ad copy.
- Improve landing page speed and clarity.
- Remove message mismatch between ad and page.
- Keep strong CTA continuity.
Quality Score is not the final goal, but it’s a powerful efficiency signal.