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What Is Google Ads Quality Score? How to Improve It with Quality AI
Low Quality Score raises CPC and shrinks impression share. Quality AI reads signals from your account so you know where to start.
What is Quality Score?
Quality Score is Google Ads’ 1–10 rating for a keyword + ad + landing page combination. Higher scores usually mean lower cost per click (CPC) and better ad positions.
Google cites three components: expected CTR, ad relevance, and landing page experience. Rows marked “Below average” in the UI often make each click more expensive for the same traffic.
Signs of a low Quality Score
- CPC rises while conversions stay flat
- “Quality Score: Low” in Keywords or Search terms reports
- RSA ad strength “Poor” or “Average”
- Ad copy and landing page headline / offer do not match
- First page or top of page bid estimates keep climbing
Manual checklist
- Add negatives for irrelevant search terms
- One theme per ad group — keywords and ads share the same intent
- Landing page speed, mobile UX and a clear CTA
- At least 8–10 unique RSA headlines; aim for “Good” strength
- Final URL and displayed domain stay consistent
Shield Quality AI
Quality AI aggregates quality signals in the Shield panel after you connect Google Ads via OAuth:
- Keyword-level Quality Score and sub-components
- RSA ad strength and missing headline/description hints
- Landing page alignment — title and message consistency
- “Improve with AI” suggestions — copy, test, apply
Quality AI is separate from click protection; it is included in Ads + Quality AI and Pro plans. View plans or connect Google Ads after signup.
For organic traffic, see SEO AI pricing and the SEO audit guide.
FAQ
What is a good Quality Score?
7–10 is generally strong. 5 and below often means higher costs and lower impression share. Start by listing low-scored keywords.
What does Quality AI do?
It pulls keyword quality, RSA strength and landing-page fit via the Google Ads API and shows AI suggestions in the Shield panel.
Shield tools
SEO scans and quality score — one platform
Protect ad spend while measuring campaign quality and on-site health.
Quality AI score analysis
Read keyword quality, RSA strength and landing-page fit from your Google Ads account.
- Quality Score, relevance and expected CTR signals
- RSA ad strength and landing page analysis
- AI improvement suggestions in the panel
Block fake clicks in real time
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