What is Quality Score in Google Ads?
Quality Score is Google Ads' 1-to-10 rating of how relevant and useful a keyword's ads and landing pages are, based on expected click-through rate, ad relevance and landing page experience. Higher Quality Scores generally mean better ad positions at lower cost, because Google's auction rewards relevance as well as bid amount.
Quality Score is a diagnostic shown at keyword level; the auction itself uses real-time quality signals alongside the bid to calculate Ad Rank. Improving it usually means tighter keyword grouping, ad copy that matches search intent, and fast, relevant landing pages.
Similar relevance scoring exists on Microsoft Advertising and social platforms. It is part of why search advertising prices are not purely set by the highest keyword bidding amount.