← Glossary
Quality Score
Quality Score is Google's 1-10 estimate of how relevant your keyword, ad and landing page are to a search, used as an input to ad rank and cost per click.
Why it matters
A higher Quality Score can win better positions at a lower cost per click, so it compounds across every auction rather than affecting one.
What people get wrong
Treating it as a score to be maximised. It is a diagnostic, not a target - a summary of three things you should be inspecting directly. Chasing the number itself usually produces tightly-themed ad groups that perform worse than the loose ones they replaced.