Quality Score is Google's way of rating your ad quality on a scale of 1 to 10. It evaluates three things: how relevant your ad is to the keyword, your expected click-through rate, and your landing page experience. A high Quality Score means Google thinks your ad genuinely helps searchers find what they need.
Here's why it matters: a higher Quality Score means you pay less per click and get better ad positions. If you bid on "affordable men's shoes" but your landing page shows women's sandals, your score drops because there's a mismatch. Align your keywords, ad copy, and landing page content, and you'll spend less while reaching more people. It's not just about budget — it's about relevance.