Glossary/Brand & Performance Marketing/Quality Score
Brand & Performance Marketing
Quality Score
Google Ads' 1-10 keyword rating based on expected click-through rate, ad relevance and landing page experience.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Quality Score is Google Ads' 1 to 10 diagnostic rating for keywords. It is based on expected click-through rate, ad relevance, and landing page experience. A higher Quality Score indicates ads and pages are relevant to searchers, which generally correlates with better ad positions and lower costs per click.