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What are the Factors that affect Google Ads Quality Score?

Uncover the factors impacting Quality Score in PPC advertising and learn how to improve ad performance and cost-effectiveness.
Factors that affect Quality Score
Factors that affect Quality Score

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In digital advertising, Quality Score is crucial in determining the success of Google Ads campaigns. It measures the relevance and quality of your ads, keywords, and landing pages. 

Understanding Quality Score and its impact on your ad performance is critical to optimizing your campaigns and maximizing your return on investment. This blog will focus on quality score, its influencing factors, and how you can improve it.

What is Quality Score?

A Quality Score is a metric Google uses to evaluate the quality and relevance of your ads, keywords, and landing pages. A score of 10 is the highest, whilst a score of 1 represents the lowest. 

This score is determined by a Click-through rate (CTR), ad relevance, and landing page experience.

What does a high-quality score indicate?

A high-quality score indicates that your ads are relevant and valuable to users, resulting in a better ad rank and lower cost-per-click (CPC). In addition, Google considers your ads valuable, and they are more likely to appear at the top of the search engine results page (SERP).

What factors affect Quality Score?

Factors that affect Quality Score
Factors that affect Quality Score

1. Click-through rate (CTR)

The click-through rate is the percentage of users who click on your ad after viewing it. A higher CTR indicates that your ads are compelling and relevant to users' search queries, positively impacting your Quality Score. To improve your CTR, focus on creating engaging ad copy, including relevant keywords, and ensuring that your ads align with users' search intent.

2. Ad relevance

Google evaluates how well your ads match users' keywords and search intent. Conduct thorough keyword research, group related keywords into specific ad groups, and tailor your ad copy to the user's search query. 

Creating targeted ad groups and aligning your ad copy with relevant keywords improves ad relevance and, consequently, your Quality Score.

3. Landing page experience

The landing page experience assesses how user-friendly and relevant your landing page is to visitors. Optimize your landing pages by ensuring they are fast-loading, responsive across devices, and provide valuable information that aligns with the user's search query. 

Factors like page load speed, mobile-friendliness, and informative content contribute to a positive landing page experience, leading to a higher Quality Score.

4. Ad format and extensions

Ad formats like ad extensions enhance your ads' visibility and performance. Sitelink extensions, call extensions, and structured snippets provide additional information to users, making your ads more appealing and improving your Quality Score. Leverage ad extensions relevant to your business and can provide valuable information to potential customers.

5. Account performance history

Google takes into account your account's historical performance when calculating Quality Score. Consistently delivering high-quality ads, maintaining a good CTR, and providing a positive user experience contribute to a better overall score. Regularly monitor and optimize your campaigns, pause underperforming keywords or ads, and strive to provide a positive user experience to maintain a favorable account performance history.

Benefits of Improving Google Quality Score

Improving your Google Quality Score comes with a range of benefits that can significantly impact the performance of your Google Ads campaigns. Let's explore the advantages of enhancing your Quality Score and how it can contribute to your advertising success.

1. Lower cost-per-click (CPC)

According to a study conducted badvertisers with a Quality Score of 9 or 10 experienced an average CPC that was 50% lower than advertisers with a Quality Score of 6 or below. This highlights the significant cost-saving potential of improving your Quality Score.

One of the primary benefits of achieving a high-Quality Score is a lower cost-per-click. Google rewards advertisers who deliver relevant and high-quality ads by reducing the amount they pay for each click. 

This means that even if you bid on competitive keywords, a higher Quality Score can help you maintain a competitive position while paying less for each click. With a reduced CPC, you can stretch your advertising budget further and achieve a higher return on investment (ROI).

2. Improved ad visibility

A study by  found that for every one-point increase in Quality Score, advertisers experienced an average increase in ad position by 0.9 places. This demonstrates the direct correlation between Quality Score and ad visibility.

A high-Quality Score increases the chances of your ads appearing in top positions on the search engine results page (SERP). 

When your ads rank higher, they become more visible to potential customers. Increased ad visibility can lead to higher click-through rates (CTRs) and generate more traffic to your website. 

The combination of higher visibility and increased CTRs creates greater exposure for your brand, ultimately resulting in more opportunities for conversions and business growth.

3. Enhanced ad performance

According to, advertisers with higher Quality Scores experience conversion rates that are 50% higher than advertisers with lower scores. This showcases the positive impact of Quality Score on driving meaningful actions from users.

A higher Quality Score is synonymous with improved ad performance. Ads with a high-Quality Score tend to have higher click-through rates, as they are more relevant and appealing to users.

Increased CTRs indicate that users find your ads compelling and are more likely to engage with them. This engagement can result in higher conversion rates and ultimately contribute to the success of your advertising campaigns.

4. Better ad position and extensions

A study conducted by Adalysis revealed that ads with ad extensions had an average CTR increase of 10-15%. This demonstrates the power of ad extensions in improving ad performance.

A higher Quality Score improves your ad's rank on the SERP. Ads in top positions tend to attract more attention and generate better results. Additionally, a high-Quality Score opens the door to utilizing ad extensions, such as site link extensions, call extensions, and structured snippets. 

Ad extensions provide additional information and options for users, making your ads more attractive and valuable. They enhance your ad's visibility, occupy more real estate on the SERP, and increase the likelihood of attracting clicks.

5. Cost savings and increased ROI

Wordstream reported that advertisers with a Quality Score of 10 achieved an average ROI of 45% higher than those with a Quality Score of 5. This highlights the direct impact of Quality Scores on ROI.

By combining the benefits mentioned above, improving your Quality Score directly translates into cost savings and increased return on investment (ROI). 

The improved performance of your ads, including higher CTRs and conversion rates, means you are making the most out of every advertising dollar spent, ultimately maximizing your ROI. 

A lower CPC means you can stretch your advertising budget further, allowing you to reach a larger audience and generate more conversions without spending additional resources.


Understanding and optimizing Quality Score is crucial for a successful Google Ads campaign. 

By improving click-through rates, ad relevance, and landing page experience and utilizing ad formats and extensions, you can unlock the potential of your ads, maximize your ad performance, and contribute to a greener, more sustainable future in the digital advertising landscape. 

Start harnessing the power of Quality Score today and take your Google Ads campaigns to new heights with Dataflo. Enhance your channel growth effortlessly with Dataflo's Google ads Dashboard. Monitor data, set targets, and foster collaboration for optimal results. Remember, every step you take to improve your Quality Score brings you closer to reaching your advertising goals and driving meaningful results for your business.

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Suvedha loves creating compelling and effective content by using data to inform the content strategy and writing process. She began writing as a way of expressing her ideas and soon the act of writing became cathartic for her. Now this impulse has turned into a full-blown career. Apart from writing, she likes to haunt local bookstores and make impromptu plans with friends and then questioning this decision.

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Suvedha loves creating compelling and effective content by using data to inform the content strategy and writing process. She began writing as a way of expressing her ideas and soon the act of writing became cathartic for her. Now this impulse has turned into a full-blown career. Apart from writing, she likes to haunt local bookstores and make impromptu plans with friends and then questioning this decision.

Get your metric right inside your slack workspace.