What is quality score in paid search?

Quality score in paid search is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.

Your quality score depends on multiple factors, including your click through rate (CTR), the relevance of each keyword to its ad group,, the quality and relevance of your landing page, the relevance of your ad copy, and your historical performance with Google Ads.


Generally speaking, the higher your quality score in Google Ads and Bing Ads, the lower your cost per conversion. Remember, a high quality score is Google's way of saying that your PPC ad meets the searcher's needs.