Glossary · ad-quality
What is Quality Score?
Quality Score is Google Ads' 1-to-10 rating of how well a keyword, its ad and the page behind it fit together. It is built from three parts you can see in the keywords table: expected click-through rate, ad relevance and landing page experience, each marked above average, average or below average. The score itself is a diagnostic, not a lever — Google does not use the number directly in the auction. But the same signals feed into it, so a keyword stuck at 3 is usually paying more per click than a competitor at 8 for the same position. The fix is almost never the bid. It is tighter ad groups, headlines that repeat what the person typed, and a page that answers that exact search.
What does Quality Score mean for a business in Pakistan?
The landing page component is where twin-city accounts lose most often. A clinic in F-8 bidding on 'root canal Islamabad' and sending the click to a generic homepage with an English-only menu and a slow slider will see below-average landing page experience on almost every keyword, however good the ad text is.
A worked example
Suppose a Saddar mobile repair shop bids on 'iPhone screen replacement Rawalpindi' and the ad points to the homepage. Quality Score shows 4, with landing page experience below average. Building one page about iPhone screens, with the price list, location and a WhatsApp button, could move it to 7 within a few weeks, and the same top position would then cost noticeably less per click.
Terms that go with this one
These come up in the same conversations and are worth reading together.
- Ad Rankad rankAd Rank is the value Google calculates, fresh for every single search, to decide whether your ad shows at all and in what position. It combines your…
- Landing pagelanding pageA landing page is the single page someone arrives on after clicking your ad, built to get one specific action and nothing else. It is not your…
- Click-through rate (CTR)CTRClick-through rate is the share of people who clicked after your thumbnail appeared on their screen. Divide clicks by impressions and you have it. On…
- CPCCPCCPC means cost per click: total money spent divided by the number of clicks it bought. Read the label carefully, because Meta reports two versions.…
- Keyword match typesmatch typeMatch types decide how closely a person's search has to resemble your keyword before your ad can show. Google Ads has three. Exact match, written in…
Quality Score — quick answers
What does Quality Score mean?
Quality Score is Google Ads' 1-to-10 rating of how well a keyword, its ad and the page behind it fit together. It is built from three parts you can see in the keywords table: expected click-through rate, ad relevance and landing page experience, each marked above average, average or below average.
Quality Score ko Urdu mein kya kehte hain?
کوالٹی اسکور — though in practice almost everyone in Pakistan says "quality score". The landing page component is where twin-city accounts lose most often.
Why does Quality Score matter for a business in Pakistan?
The landing page component is where twin-city accounts lose most often. A clinic in F-8 bidding on 'root canal Islamabad' and sending the click to a generic homepage with an English-only menu and a slow slider will see below-average landing page experience on almost every keyword, however good the ad text is.
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