What is Quality Score?

Quality Score is Google's 1–10 rating of how relevant and useful your keywords, ads, and landing pages are. It's built from three parts: expected click-through rate, ad relevance, and landing page experience. A higher Quality Score means Google charges you less for the same ad position — so improving it is one of the cheapest ways to cut cost per click. In practice you raise it by tightly matching ad copy to the keyword, sending clicks to a fast, on-topic landing page, and pruning irrelevant search terms with negative keywords.