Quality Score and Ad Rank

What This Page Answers

Quality Score is Google's diagnostic estimate of ad quality compared with other advertisers. Ad Rank determines whether and where an ad appears in the auction. Use this page to improve Google Search Campaigns, not as a vanity metric.

Quality Score Components

Google's Quality Score is based on three components:

  • Expected clickthrough rate

  • Ad relevance

  • Landing page experience

These components help diagnose whether your keyword, ad, and landing page are aligned with search intent.

Ad Rank

Ad Rank determines ad position and eligibility in each auction. It can consider bid, auction-time ad quality, Ad Rank thresholds, competitiveness, user context, and the expected impact of assets and formats. This means raising bids is not the only way to improve delivery. Better relevance and landing pages can improve auction economics.

How To Improve

Improve Quality Score by:

  • Tightening keyword-to-ad relevance

  • Matching ad copy to search intent

  • Improving landing page speed and clarity

  • Aligning offer with query stage

  • Removing irrelevant search terms

  • Splitting structure only when it improves relevance or decisions

Use Search Terms and Landing Page Message Match to diagnose weak components.

Practical Rule

Quality Score is a diagnostic, not the goal. The goal is profitable intent capture.

Source Notes