Google Ads Quality Score is a 1–10 diagnostic, reported per keyword, that estimates how your ads compare with other advertisers for the same search. It combines three components – expected clickthrough rate, ad relevance and landing page experience – each rated above average, average or below average. It is not an auction input or a KPI, but the quality it reflects can lower your cost per click. Fix the weakest component first.
Many service business owners open their Google Ads account, see a column full of 3s and 4s, and conclude that their account is "being punished". Others chase a perfect 10 on every keyword and lose sight of leads. Both reactions misread what the number is for. This guide explains what Quality Score is according to Google's own documentation, what it is not, how to read the three components, and a practical fix plan with a symptom-to-fix table built for local service companies and clinics.
What Quality Score is – and what it is not
Google's help page About Quality Score for Search campaigns describes it as a diagnostic tool meant to show how your ad quality compares with other advertisers. A few points are often misunderstood:
- It is reported at keyword level, on a scale of 1 to 10.
- It is built from three components: expected clickthrough rate (CTR), ad relevance and landing page experience.
- Each component is benchmarked against advertisers whose ads showed for the exact same search over the last 90 days.
- It is not an input in the ad auction. Google uses real-time quality signals in the auction; Quality Score is a summary you can see.
- It is not a KPI. Google advises against optimising it or aggregating it like other performance data.
- A dash ("—") is not a penalty. It appears when there are not enough exact searches for that keyword to calculate a score.
- Changing match type does not change it, because it is based on exact searches for the keyword.
So why should you care?
Because the quality signals behind it affect what you pay. According to Google's page About Ad Rank, your position and price depend on your bid, ad and landing page quality, Ad Rank thresholds, competition, search context and the expected impact of assets. Google states that higher-quality ads can often lead to lower costs per click. Our explainer on how Google Ads pricing works in the UAE walks through that auction in more detail.
Is there a Quality Score formula?
Not a public one. You will find articles claiming "Ad Rank = Bid × Quality Score" or giving percentage weights for each component. Google does not publish such weights. Treat any "Quality Score checker" or formula from a third party as a rough model, and rely on the component ratings inside your own account.
The three components, in plain language
| Component | What Google is estimating | What usually drives it |
|---|---|---|
| Expected CTR | How likely your ad is to be clicked when shown for that keyword | Headline relevance, clear offer, location in the ad, assets, ad position history |
| Ad relevance | How closely your ad matches the intent behind the search | Tight ad groups, headlines that mirror the service searched |
| Landing page experience | How relevant and useful the page is for people who click | Page matches the ad's service, loads fast on mobile, easy to call or message, trustworthy content |
How to check and read your Quality Score
- Open the Keywords view in your Search campaign.
- Add the columns Quality Score, Expected CTR, Ad relevance and Landing page experience from the Quality Score section of the columns menu. Add the historical versions too if you want to see trends.
- Sort by cost, not by Quality Score. The keywords that spend most matter most.
- Add conversion columns so you can see whether low-score keywords still produce calls and WhatsApp leads. If they convert profitably, they may not be your first problem.
- Look for patterns: is one component "below average" across a whole ad group? That points to a structural fix rather than keyword-by-keyword tinkering.
A low score on a keyword that converts well at an acceptable cost per lead is a lower priority than an average score on a keyword that spends heavily and never converts. Measuring that requires tracking calls and WhatsApp leads properly.
Symptom → fix: a table for service businesses
| What you see | Likely cause | Fix |
|---|---|---|
| Expected CTR below average on most keywords | Generic ads ("Best services in Dubai") that look like every competitor | Name the exact service and area in headlines, add a concrete benefit (same-day visit, licensed technicians – only if true), use call and sitelink assets |
| Ad relevance below average in one ad group | Ad group mixes unrelated services (AC repair + duct cleaning + installation) | Split into themed ad groups with ads that mirror each service |
| Landing page experience below average everywhere | All ads go to the homepage | Create a dedicated page per main service; see our landing page guide |
| Landing page below average on mobile-heavy keywords | Slow page, pop-ups, phone number hard to tap | Compress images, remove intrusive pop-ups, add a sticky call and WhatsApp button |
| Good components but high CPC | Strong competition or aggressive bidding by others | Focus on conversion rate and cost per lead; test schedules and locations |
| Score dropped after expanding keywords | New keywords loosely related to ads | Move them to their own ad groups or pause them |
| Dash on many keywords | Low exact-search volume (long-tail, small areas) | Normal; judge by conversions instead |
| Ads match keywords but users bounce | Page promises something different (price, area, service) | Align page headline, offer and area with the ad text |
Want a second pair of eyes on your account?
Send us your service, city and a screenshot of your keyword Quality Score columns. We will reply with an initial plan showing which component to fix first and what we would change.
A 30-day fix plan
Week 1: structure
List your services and the areas you serve. Each core service – for example "AC gas refill", "AC duct cleaning", "AC installation" – gets its own ad group with closely related keywords. Remove keywords that do not match any service you sell. If your search terms show irrelevant queries, add negatives to stop wasting impressions that drag CTR down.
Week 2: ads
Write responsive search ads where several headlines repeat the service in natural words, mention the city or area you serve, and give a real reason to click. Add call, sitelink, callout and location assets where relevant. Avoid claims you cannot support; regulated sectors such as healthcare have extra rules, which our guide to Google Ads for dental clinics touches on.
Week 3: landing pages
Every main ad group should land on a page whose headline matches the ad, shows the service area, explains the process and makes calling or messaging one tap away. Real photos, licences where applicable and reviews help trust. If your site cannot support this, our website service builds focused service pages, and the clinic website checklist is a good model even for non-medical businesses.
Week 4: measure and decide
Compare cost per lead before and after, not just score changes. Components are benchmarked over 90 days, so scores move gradually. Keep the changes that improved leads, and only then tackle the next weakest component.
Sector examples
Cleaning companies: deep cleaning, sofa cleaning and move-out cleaning are different searches with different intent. Separate ad groups and pages typically lift ad relevance. We have worked with businesses in cleaning services, and our cleaning company marketing page shows how we structure such accounts.
Pest control and home services: urgent searches ("bed bugs treatment Dubai") reward ads that mention the pest and the area. See pest control marketing and home services marketing.
Clinics: treatment-specific pages (implants, root canal, physiotherapy for back pain) usually beat one generic "our services" page on landing page experience, and they help patients decide faster.
Common Quality Score myths
- "A low score means Google is penalising me." It is a comparison with other advertisers, not a penalty.
- "I must get every keyword to 10." Chasing the number can lead you to cut converting keywords. Leads matter more.
- "Switching to exact match will raise my score." Google states match type changes do not change Quality Score.
- "Quality Score is used directly in the auction." Google says it is not an auction input; real-time quality signals are.
- "A dash means my keyword is broken." It only means there is not enough exact-search data.
How we work at ZED
ZED Marketing is a remote agency running Google Ads for service businesses and clinics in the UAE, Saudi Arabia, Egypt and German-speaking markets. When we audit an account, we sort keywords by spend and conversions first, use Quality Score components to locate the weakest link, and fix structure, ads and landing pages in that order. We set up call and WhatsApp conversion tracking so changes are judged on leads, not only on scores. The account remains yours throughout.
Quality Score FAQs
What is a good Quality Score in Google Ads?
Google reports Quality Score from 1 to 10 per keyword. Scores of 7 or more usually mean your ads and landing page compare well with competitors for that search, but Google says Quality Score is a diagnostic, not a KPI. Prioritise keywords that spend the most and convert, and look at which of the three components is below average.
What is the Quality Score formula?
Google does not publish a formula or weighting. It says Quality Score is calculated from the combined performance of expected clickthrough rate, ad relevance and landing page experience, each compared with other advertisers whose ads showed for the exact same search over the last 90 days.
Does Quality Score affect my cost per click?
Quality Score itself is not an input in the auction, according to Google. However, the underlying quality signals feed into Ad Rank, and Google states that higher-quality ads can often lead to lower costs per click. Quality Score is a summary of those signals that you can see.
How do I check Quality Score in Google Ads?
Open the Keywords view, then add the Quality Score columns through the columns menu: Quality Score, Expected CTR, Ad relevance and Landing page experience. Historical versions of these columns let you see how they changed over time.
Why does my keyword show a dash instead of a Quality Score?
A dash means there are not enough searches that exactly match that keyword to calculate a score. It is common for long-tail or very local keywords and is not a penalty.
How long does it take for Quality Score to improve?
There is no fixed time. Because components compare your performance over the last 90 days, changes show gradually as new impressions accumulate. High-traffic keywords update faster than low-volume ones.
Does changing match type improve Quality Score?
No. Google states that Quality Score is based on exact searches for your keyword, so changing the match type does not change it. Match type changes can affect which searches you appear on, and therefore your actual results.
Turn better quality into cheaper leads
We will look at your keywords, ads and landing pages and tell you which fix should come first.
Book a free first look Call: 01097079170