Quality score

Quality Score is a paid advertising relevance metric that estimates how useful your ad and landing page are for the query or audience. Higher scores usually lower costs and improve delivery.

It’s influenced by:

• Expected click-through rate
• Ad relevance
• Landing page experience

Example:
Two brands bid on similar keywords. Brand A sends traffic to a generic homepage. Brand B sends traffic to a tightly matched landing page with clear headline alignment. Brand B gets lower CPC and better conversion efficiency — often with a better Quality Score.

How to improve it:

• Align keyword intent and ad copy.
• Improve landing page speed and clarity.
• Remove message mismatch between ad and page.
• Keep strong CTA continuity.

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Quality Score is not the final goal, but it’s a powerful efficiency signal.