Definition Quality Score is computed from three components: expected click-through rate (CTR), ad relevance, and landing page experience. Each component is flagged as below average, average, or above average.
How it works Google Ads reviews historical performance per keyword. Expected CTR compares to competitor CTR. Ad relevance measures fit between keyword and ad copy. Landing page experience evaluates page load speed, mobile friendliness, and content relevance. The three components combine into the 1-10 score. A higher score yields lower CPC and better rank.
Where you see it in Scope Trends **Ad Command Center** > **Quality Score** shows the component breakdown per keyword. The **Landing Page Recommendations** report lists concrete fixes for low-score pages.
Frequently asked questions **How costly is low Quality Score?** CPC can vary up to 50% between score 1 and 10. A competitor with score 10 takes the same position at a lower bid.
**How to improve landing page experience?** Improve page speed metrics (LCP, INP), align ad promise with page content, fix mobile design.