What is Quality Score?
Malthe Weibeck Thomsen · Growth Hacker · Senior Pull Specialist · 8 July 2026 · 3 min.
Definition
Quality Score is a rating from 1 to 10 that Google assigns your keywords based on three factors: expected click-through rate, ad relevance and landing page experience.
Also called: Quality Score, QS
Sådan virker det
Quality Score (1-10) er Googles vurdering af relevans: forventet klikrate, annoncerelevans og landingssideoplevelse. Højere Quality Score sænker din klikpris og hæver din position — samme bud, bedre resultat.
01Relevance is a discount
Quality Score rewards relevance. A high score means Google considers your ad and landing page a good match for the search — and that lowers your actual click cost and lifts your position in the auction. Two advertisers with the same bid can pay wildly different click prices purely because of Quality Score.
The three levers are tight ad-to-keyword match, a landing page that delivers on the search intent, and ad copy that drives clicks. Raising Quality Score is often a cheaper route to a lower CPC than simply bidding more.
Frequently asked questions
How do I improve my Quality Score?+
Ensure a tight match between keyword, ad copy and landing page, a fast and relevant landing page, and ads that drive clicks. Better relevance lifts all three components and lowers your click cost.
Does Quality Score affect what I pay?+
Yes, directly. A higher Quality Score lowers your actual click cost and lifts your Ad Rank, so you can rank above competitors who bid more. Relevance is effectively a discount in the auction.
Related terms
Glossary
What is Ad Rank?
Ad Rank is the value that determines your ad's position in Google's search auction. It's calculated roughly as your bid times your Quality Score, plus the expected impact of ad extensions and context.
Read the entry →Glossary
What is CPC?
CPC (Cost Per Click) is ad spend divided by the number of clicks. Pay €55 for 100 clicks and your CPC is €0.55.
Read the entry →Glossary
What is CTR?
CTR (Click-Through Rate) is the number of clicks divided by the number of impressions, expressed as a percentage. If an ad gets 30 clicks from 1,000 impressions, CTR is 3%.
Read the entry →
Malthe Weibeck Thomsen
Growth Hacker · Senior Pull Specialist at Oaksmond
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
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