Quality Score Estimator
Estimate your Quality Score, calculate the real impact on your CPC and see how much you can save by improving each component.
What is Quality Score and why does it matter?
Quality Score (QS) is the rating Google assigns to each keyword in your campaigns, on a scale from 1 to 10. It is not a decorative metric: it directly determines how much you pay per click and where your ads appear.
Google uses QS to calculate Ad Rank — the score that decides which ads are shown and in what position. A high QS lets you win positions while paying less than competitors with higher bids but lower relevance.
The three components of Quality Score
Google evaluates three signals to calculate QS. Each has a different weight and a different lever for improvement:
The probability your ad receives a click when shown for that keyword, compared to other advertisers at the same position. Calculated on position-adjusted historical data, not your raw CTR. How to improve: work on headline copy, include the main keyword in the first headline, and activate relevant extensions.
How well your ad message matches the search intent. A generic ad that serves many keywords will have low relevance for each of them. How to improve: group keywords by intent into small ad groups and write specific ads for each group.
The quality and relevance of your landing page: load speed, consistency between what the ad promises and what the page delivers, ease of navigation. This is the most commonly "Below average" component and the highest-leverage fix when improved. How to improve: ensure the landing page matches exactly the search intent and the ad message.
How much each QS point costs — and saves
The impact of QS on CPC is not linear — it is exponential at the low end. Moving from QS 1 to QS 5 has far more impact than moving from QS 7 to QS 10.