⭐ Google Ads Quality Score Guide
Improve your Quality Score to pay less and rank higher
About This Tool
A comprehensive reference guide to understanding, diagnosing, and improving your Google Ads Quality Score. Learn how each component (Expected CTR, Ad Relevance, Landing Page Experience) is weighted and what specific actions to take for each score level.
How It Works
- 1
Understand the Components
Quality Score is made up of three components: Expected CTR (most important), Ad Relevance, and Landing Page Experience. Each is rated Below Average, Average, or Above Average.
- 2
Diagnose Your Score
Use the score tables in this guide to identify which component is dragging your score down and why.
- 3
Apply the Fixes
Follow the actionable improvement tips for each component — from ad copy rewriting to landing page speed optimisation.
Tool Details
Use the Tool
⭐ Google Ads Quality Score Guide
Free · No sign-up required · Runs in your browser
Quality Score Improvement Guide
Diagnose and fix each Quality Score component with specific actions.
Expected CTR
Highest weightGoogle's estimate of how likely your ad is to be clicked relative to competitors at the same position.
Below Average (1–3)
Rewrite headlines with a stronger value proposition. Add numbers, power words, and a clear CTA. Test at least 3 headline variations.
Average (4–6)
Your CTR is acceptable but improvable. A/B test headline formats (questions vs. statements vs. numbers). Add ad extensions to take up more SERP space.
Above Average (7–10)
Maintain by continuing to test new headlines. Don't change what's working, but keep adding variants to avoid creative fatigue.
Google Ads Quality Score Guide FAQ
Common Questions About Google Ads Quality Score Guide
Quality Score is a 1–10 rating Google gives each keyword based on the expected performance of your ads when triggered by that keyword. A higher score means Google considers your ads more relevant and useful, and rewards you with lower CPCs and better ad positions.
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