Quality Score (Google’s Ad Relevance Rating)
Google's 1-to-10 grade on how relevant your ad, keyword, and landing page are to a searcher — and it directly affects what you pay.
…Improving Quality Score across your top keywords is one of the fastest ways to lower cost per click without cutting bids.…
What it means
Quality Score is a rating from 1 to 10 that Google Ads assigns to keywords, reflecting expected ad relevance, expected click-through rate, and landing page experience.
It isn’t just a diagnostic number — a higher Quality Score can directly lower the CPC you pay to hold the same ad position, since Google rewards ads it believes will perform well for users.
Cuts your effective costs
A higher score can mean paying less per click for the same or better position.
Flags weak landing pages
A low score often traces back to a landing page mismatch, not the ad itself.
Compounds over time
Improving relevance and CTR builds a Quality Score advantage that keeps paying off account-wide.
DNA's Take: We audit Quality Score at the keyword level, not just the account level, because a handful of underperforming keywords can quietly inflate your average CPC across the whole campaign.
Talk to our team