The Three Pillars of Quality Score

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It's important to clarify a common misconception: Quality Score is not a direct input into the ad auction itself. Instead, it's a reflection of various factors that do impact the ad auction. It acts as a helpful indicator to pinpoint areas where you can improve your ad relevance, expected click-through rate, or landing page experience, which in turn will positively influence your ad performance and costs.


Google calculates Quality Score based on the combined rcs database performance of three key components, each evaluated with a status of "Above average," "Average," or "Below average" relative to other advertisers for the same keyword over the past 90 days:

Expected Click-Through Rate (CTR)
This component is Google's estimation of how likely your ad is to be clicked when shown for a specific search query, regardless of its ad position, assets, and other formats. A higher expected CTR signals to Google that your ad is highly relevant and appealing to users, leading to a better Quality Score.

Why it matters: If users consistently click your ad, it suggests your ad copy is compelling and directly addresses their search intent. Google wants to show ads that users find valuable, and high CTR is a strong indicator of this value.