Quality Score
Google Ads' rating (1–10) of the relevance and quality of your keywords, ads, and landing pages.
Formula
Why it matters
Quality Score directly affects your CPC — a higher Quality Score lowers the cost per click for the same ad position. Improving Quality Score from 5 to 8 can reduce CPC by 20–30% without changing bids.
How to improve Quality Score
Write ad copy that tightly matches the target keyword, use the keyword in the ad headline, and ensure the landing page contains the keyword and directly addresses the search intent.
7–10 is excellent. 5–6 is average. Below 4 indicates a relevance problem requiring action.
Prooflytics tracks Quality Score automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
How much does Quality Score affect CPC?
Google Ads uses a bid × Quality Score multiplier. A Quality Score of 10 typically gives a 40–50% discount versus a score of 5 for the same bid — meaning you can pay significantly less per click for the same ad position.