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| QS | Modifier | Your CPC | Monthly cost | vs. current |
|---|
Select a target QS above your current score to see savings.
Google rates every keyword and ad combination on a 1-10 scale. Understanding QS is the single highest-leverage activity for reducing your ad costs.
Quality Score is a composite of three sub-scores: Expected Click-Through Rate (how likely users are to click your ad), Ad Relevance (how closely your ad matches the search query), and Landing Page Experience (how useful and relevant your page is). Each component is rated Below Average, Average, or Above Average.
Google's auction is not a simple highest-bid-wins system. Your Ad Rank is calculated as: Bid × Quality Score × Expected Impact of Extensions. A higher QS means you can win auctions at a lower CPC than competitors bidding more, or appear in better positions at the same cost. A keyword at QS 10 can pay up to 50% less per click than the same keyword at QS 6.
Quality Score updates slowly, it reflects historical performance, not yesterday's changes. When you improve your landing page or ad copy, expect 2-4 weeks before QS changes visibly. The multipliers used in this calculator are based on industry research by WordStream, Search Engine Land, and Google's own documentation on the auction mechanism.
Google also looks at your overall account history when evaluating new keywords. An account with consistently high QS across campaigns gets a "benefit of the doubt" for new keywords, starting them at a higher baseline QS. This makes improving your worst-performing keywords, not just your best, a strategic priority for long-term cost efficiency.
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Related articles
Quality Score is rated 1-10 based on three components: expected click-through rate (how likely users are to click your ad), ad relevance (how closely your ad matches the search intent), and landing page experience (how useful and relevant your landing page is). Each component is rated Below Average, Average, or Above Average.
A Quality Score of 7 or above is considered good and means you are paying less than average CPC for that keyword. Scores of 5-6 are average. Anything below 5 means you are overpaying and should investigate which component (CTR, relevance, or landing page) needs improvement.
Yes, Quality Score is a key input in the Ad Rank calculation that determines your position. Higher Quality Scores allow you to achieve the same or better positions at lower CPCs. A keyword with QS 8 can outrank a competitor bidding 50% more if their QS is 4.
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