Quality Score summarizes how relevant and useful your ads and landing pages are likely to be for people searching your keyword. Each of its three components is rated 'below average,' 'average,' or 'above average.' A high score signals that your keyword, ad, and page line up well with what searchers want.
Quality Score itself isn't used in the auction — it's a diagnostic tool — but it reflects the same quality factors that feed Ad Rank in real time. Better quality generally means higher positions at a lower cost per click. Improving it means tightening keyword-to-ad relevance, writing more compelling ads, and making landing pages fast, relevant, and easy to use.
Example
A keyword with a Quality Score of 3 shows 'below average' landing page experience; moving it to a dedicated, faster service page lifts the score to 7 and lowers its CPC.
How Sloss Digital uses it
We use Quality Score components to diagnose problems — a weak landing page, a mismatched ad — and fix the underlying relevance, which lowers costs across the account.