Quality Score is Google Ads’ composite relevance signal (expected CTR, ad relevance, landing page experience) expressed as 1–10 at keyword level in Search. Higher QS lowers auction CPC for the same position — it is not a “grade” on creative beauty, but on match between query, ad, and page.
Display and Video use different diagnostic labels (e.g. ad strength) — do not expect QS on every Google campaign type.
Last verified Jun 3, 2026