What is Quality Score?
Definition
Quality Score is Google Ads' 1–10 rating of how relevant your keyword, ad copy and landing page are to what the user searched. Higher scores lower your cost per click — a Quality Score of 8+ can pay half the CPC a competitor with a 4 pays for the same position.
It combines three graded components: expected click-through rate, ad relevance, and landing page experience. Google uses it (as part of Ad Rank) to decide which ads show and what each click costs — rewarding tightly themed ad groups where the search term, the ad headline and the landing page all say the same thing.
The classic killers are one giant ad group with 50 unrelated keywords, generic ads, and sending every click to the homepage. The fix is structure: small keyword themes, ads that mirror the query, and dedicated landing pages.
Example
A search for "wedding photographer Delhi price" hitting an ad titled "Wedding Photography Delhi — Packages & Prices" that lands on a pricing page will score far higher — and pay less per click — than the same keyword pointed at a generic homepage.
Why it matters
It's the multiplier on every rupee of ad spend. Improving structure and landing pages is free, and it compounds across the whole account.
7+ is healthy for commercial keywords; brand terms should hit 9–10. Below 5 means you're paying a relevance penalty on every auction — fix the ad group structure and landing page before raising bids.
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