If you’ve been running Google Ads, you’ve definitely seen a number from 1 to 10 next to your keywords.
That number is Quality Score, and it’s one of the biggest reasons why some advertisers pay less and get more clicks while others pay more and get nothing.
Let’s break it down in the simplest way possible, with relatable daily-life examples.
Introduction
Quality Score (QS) is Google’s rating of how useful and relevant your keyword, ad, and landing page are for the person searching.
In simple words:
Quality Score tells Google how good your “ad experience” is.
Higher QS = lower cost and better ranking.
A Simple Real-Life Comparison
Imagine three juice shops side-by-side.
All are bidding for the same spot at a busy market entrance.
Google is like the market owner, deciding which shop gets the front position.
- Shop 1: Fresh juice, clean shop, good service
- Shop 2: Okay juice, average service
- Shop 3: Dusty shop, slow service
Even if Shop 1 bids less money, he still gets the best spot because he offers the best experience.
That’s exactly how Quality Score works.
Google rewards the advertiser who gives the best user experience, not the highest money.
The 3 Components of Quality Score
Google calculates QS using 3 major factors:
1. Expected CTR (Click-Through Rate)
“How likely are people to click your ad?”
Google checks:
- Are your ads attractive?
- Are people clicking often?
- Is your keyword matching what people want?
Higher CTR = Higher Quality Score
Everyday Example:
If you put a samosa stall and lots of people line up, the market owner will think your stall is great → gives you a better place.
Same logic.
2. Ad Relevance
“Does your ad match the keyword and the search intent?”
Google checks:
- Does your keyword appear in the headline?
- Does your ad message relate to the search?
- Are you giving the solution the user wants?
The more relevant your ad, the better.
Everyday Example:
If someone is searching for “mango juice” but you keep shouting “cold coffee available!”, they will ignore you.
Your message should match exactly what people want otherwise you won’t get clicks or lead.
3. Landing Page Experience
“Is your landing page useful, fast, and related to your ad?”
Google checks:
- Does the landing page load fast?
- Does it clearly show what the ad promised?
- Is the content high quality?
- Is the page mobile-friendly?
Relevant + fast = better QS
Everyday Example:
If you invite someone home for pizza, but give them dal-chawal, they won’t be happy in serious case they may leave your house.
Same with landing pages — show what you promised.
How Quality Score Affects Your Cost
This is the part most beginners don’t know:
• Higher Quality Score = Lower Cost Per Click (CPC)
• Higher Quality Score = Better Ad Positions
Even if your competitor bids higher than you , you get higher quality score.
Why?
Because Google wants users to have a good experience.
So they reward advertisers who create good ads.
Example:
Advertiser A
- QS = 9
- CPC = ₹10
Advertiser B
- QS = 3
- CPC = ₹30
➡️ A pays 3x less for the same keyword.
That’s the power of Quality Score.
How to Improve Quality Score (Easy Tips)
Here are simple, practical tips you can apply today:
1. Use keywords inside your ads
Put your keyword in:
- Headline 1
- Headline 2
- Description
• Makes your ad more relevant
• Boosts CTR
• Improves QS
2. Write clear, useful, benefit-driven ads
People click when they see value.
Use:
- Strong benefits
- Clear CTAs
- Trust elements (reviews, ratings)
3. Improve landing page quality
Ensure your landing page:
- Loads fast
- Has the same keyword
- Has clean headings
- mobile-friendly
- Matches the ad headline
Always give what you promise.
4. Use Phrase + Exact match keywords
Broad match sometimes shows irrelevant searches → low CTR → low QS.
The Combination of both Phrase and Exact match maintain high relevance.
5. Add negative keywords every 2–3 days
This stops irrelevant traffic and increases your CTR.
Example negatives:
- free
- jobs
- meaning
- salary
- YouTube
6. Improve CTR using extensions
Use:
- Sitelinks
- Callouts
- Structured snippets
- Price extensions
The more useful your ad looks → more clicks → higher QS.
Conclusion
So Quality Score is basically Google’s report card for your ads.
Higher QS helps you:
- Pay less money
- Get better ranking
- Beat your competitors
- Improve performance fast
Once you understand the 3 components and fix your ads + landing pages, your campaigns will perform like magic and get what you actually want.
