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Estimate your Quality Score based on expected CTR, ad relevance, and landing page experience. See how it impacts your cost and ad rank.
How likely users are to click your ad versus competitors for the same keyword.
How closely your ad copy matches the intent behind the keyword.
Relevance, usability, speed, and transparency of the page users reach after clicking.
Optional: Cost & Ad Rank Comparison
Estimated Quality Score
7
/ 10Excellent
Component Scores
CPC Multiplier
1.00x
You pay the baseline rate
Estimated Actual CPC
Enter your max CPC to see cost impact
Google scores each of the three components on a 1-3 scale (Below Average, Average, Above Average), sums them, and maps the total to a 1-10 Quality Score. Your QS is then multiplied by your max bid to determine Ad Rank, which decides both placement and actual CPC.
QS = round((Expected CTR + Ad Relevance + Landing Page) x 10/9)Ad Rank = Max CPC x Quality ScoreActual CPC = Competitor Ad Rank / Your QS + $0.01Quality Score is the single most important lever in Google Ads that most advertisers fail to optimize. A high Quality Score can reduce your cost per click by up to fifty percent while simultaneously improving your ad position, yet many accounts quietly burn through budget on keywords with scores of three or four. Our free Google Ads Quality Score Calculator helps you estimate your current Quality Score based on Google's actual formula, identifies which of the three components is dragging you down, and gives you specific tactics to improve each one. Whether you are auditing an existing campaign or planning a new one, understanding Quality Score is the difference between scaling profitably and bleeding money.
Quality Score is a rating from one to ten that Google assigns to each keyword in your account, reflecting how relevant and useful your ads and landing pages are to people searching for that keyword. It is calculated in real time during every ad auction using historical performance data from your account and similar accounts. A higher Quality Score signals to Google that your ad is likely to deliver a good experience, which Google rewards with lower costs and better placements. The score is visible in your Google Ads dashboard at the keyword level, though the actual score used in each auction is dynamic and may differ slightly from the reported value. Quality Score is not a vanity metric. It directly determines how much you pay per click and whether your ads even show up.
Quality Score is built from three components, each rated as Below Average, Average, or Above Average. Expected Click Through Rate estimates how likely users are to click your ad when it shows for a given keyword, based on your historical CTR compared to competitors bidding on the same term. Ad Relevance measures how closely your ad copy matches the intent behind the keyword, including whether the keyword appears in your headlines and descriptions. Landing Page Experience evaluates the destination page users reach after clicking, considering factors like relevant content, navigation clarity, transparency about your business, mobile friendliness, and page load speed. All three components are weighted roughly equally, so neglecting any one will tank your overall score even if the other two are strong.
Google uses Quality Score together with your maximum bid to calculate Ad Rank, which determines both whether your ad shows and where it appears on the page. The simplified Ad Rank formula is your maximum CPC multiplied by your Quality Score. This means an advertiser with a Quality Score of ten bidding two dollars beats an advertiser with a Quality Score of five bidding three dollars. Quality Score also directly impacts your actual cost per click. Advertisers with scores of eight to ten often pay fifty percent less than those with scores of three to four for the same position. A one point improvement in Quality Score can reduce your CPC by roughly sixteen percent on average. Over an entire campaign, this compounds into massive savings or massive waste depending on which side of the equation you are on.
To improve Expected CTR, write compelling ad copy that includes your target keyword in the headline, use all available ad extensions including sitelinks and callouts, test multiple ad variations and pause underperformers, and align your offer with search intent. To improve Ad Relevance, tightly theme your ad groups so each contains only closely related keywords, include the exact keyword in at least one headline, and use dynamic keyword insertion carefully for generic terms. To improve Landing Page Experience, ensure the page directly addresses the keyword's intent, match the page headline to your ad's promise, optimize for mobile with fast load times under three seconds, display trust signals like reviews and contact information, and remove distractions that pull visitors away from the primary conversion action. Fix one component at a time and monitor your Quality Score weekly to see the impact.