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What is Quality Score in Google Ads and How to Improve It
1 February 2026 · 5 min read
Quality Score is Google's rating (1-10) of the relevance of your keywords, ads, and landing pages. A higher score can mean lower costs and better ad positions.
What affects Quality Score?
- Expected CTR
- Ad relevance
- Landing page experience
How to improve it
- Group keywords tightly by theme
- Match ad copy to the search intent
- Optimise your landing page for speed and clarity
- Use negative keywords to filter irrelevant traffic