Quality Score Calculator
Estimate your Google Ads Quality Score based on the three key factors. Understand how each component affects your ad performance and get actionable recommendations.
How to find these ratings:
In Google Ads, go to Keywords → Columns → Modify columns → Quality Score. Add the three component columns to see your actual ratings.
Understanding Google Ads Quality Score
Quality Score is Google's rating of the quality and relevance of your keywords and PPC ads. It's measured on a scale of 1-10 and directly impacts your ad position and cost-per-click. Higher Quality Scores mean lower costs and better ad positions.
The Three Components of Quality Score
Expected Click-Through Rate (CTR)
This predicts how likely users are to click your ad based on historical performance. It accounts for approximately 39% of your Quality Score.
- Based on historical CTR data for the keyword
- Normalized for ad position and extensions
- Compares your expected performance to competitors
Ad Relevance
Measures how closely your ad matches the intent behind a user's search. This contributes about 22% to your Quality Score.
- Keyword presence in ad headlines and descriptions
- Semantic relevance to search queries
- Ad group structure and organization
Landing Page Experience
Evaluates how relevant and useful your landing page is to users who click your ad. This makes up about 39% of your Quality Score.
- Page load speed and mobile friendliness
- Content relevance to the ad and keyword
- Easy navigation and clear purpose
- Transparency about business and contact info
Why Quality Score Matters
Lower CPCs: Higher Quality Scores can reduce your cost-per-click by up to 50% compared to average scores.
Better Ad Position: Ad Rank = Max CPC x Quality Score. Higher QS means better positions at lower costs.
Improved ROI: Paying less for each click while maintaining position means better return on ad spend.
More Impressions: Ads with higher Quality Scores are eligible to show more often.
Quality Score by the Numbers
| QS | Rating | CPC Impact |
|---|---|---|
| 10 | Exceptional | -50% discount |
| 8-9 | Excellent | -25% to -37% |
| 7 | Good | No adjustment |
| 5-6 | Average | +25% to +67% |
| 1-4 | Poor | +150% to +400% |
Want to Improve Your Quality Scores?
Our PPC experts specialize in Quality Score optimization. We'll audit your account and implement changes that lower your CPCs and improve ad positions.
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