Quality Score Explained: Why Some Advertisers Pay More Per Click

Quality Score is a 1–10 diagnostic Google Ads shows for each Search keyword. It summarises three things: expected click-through rate, ad relevance and landing page experience. It is not used directly in the auction, but the same three factors, assessed at auction time, influence your ad position and cost per click, so fixing the weakest one is the goal.

Two advertisers can bid on the same keyword and pay very different prices per click. Bids and competition play a part, but ad quality is a large reason, and Quality Score is the window Google gives you into it. This guide explains what the score measures, where to find it, and how to improve each part without chasing a perfect 10.

Key takeaways - Quality Score is a diagnostic at keyword level, not a target to maximise. - It reflects three components: expected CTR, ad relevance and landing page experience. - Budget size does not change Quality Score. - Fix the component marked "Below average" first. - Do not pause a keyword only because its score is low. Check its search terms and enquiries first.

What is Quality Score in Google Ads?

Quality Score is a rating from 1 to 10 given to each keyword in your Search campaigns. Google calculates it from three components. It is meant to give a rough read of your ad quality compared with other advertisers on similar keywords, and Google describes it as a diagnostic rather than a key performance indicator.

Keywords with too little data may show no score. Performance Max campaigns do not use keywords, so this score does not apply there.

Why do some advertisers pay more per click than others?

Every time someone searches, Google runs an auction to decide whether your ad shows and in what position. The result depends on several things:

Google states that higher quality ads can lead to better positions and lower prices. So an advertiser with relevant ads and a useful landing page can hold the same position as a competitor while paying less per click, or can win a higher position at the same bid. Budget size is not part of this. A larger budget buys more clicks, not a better score.

What are the three components of Quality Score?

Where do you see Quality Score in Google Ads?

1. Open your Search campaign and go to Keywords.
2. Open the columns menu and choose Modify columns.
3. Under Quality Score, add Quality Score, Landing page experience, Ad relevance and Expected CTR. Look for the Quality Score group in the column options; the exact menu names can change.
4. Hover over each status to see Google's description.

Focus on the three component statuses rather than the number. A keyword scoring 4 because of landing page experience needs a different fix from one scoring 4 because of expected CTR.

How do you improve expected CTR?

• Match the ad to the search. If people search for "dental implant cost Bangkok", the ad should speak to that.
• Use specific benefits and clear details instead of generic claims.
• Test more than one responsive search ad in each ad group so you can see which messages earn clicks.
• Add ad assets such as sitelinks, call buttons and location where relevant.
• Reduce irrelevant impressions by reviewing search terms and adding negative keywords.
• Write Thai ads for Thai searches and English ads for English searches.

How do you improve ad relevance?

• Group closely related keywords together instead of using one ad group for everything.
• Include the main keyword theme in at least one headline.
• Keep each ad group to one clear intent, such as "price" or "booking" or "how to".
• Make sure Thai keywords have Thai ad text.

How do you improve landing page experience?

• Send each ad to the page that answers it, not always to the homepage.
• Make sure the page loads quickly on mobile.
• Show a clear next step: a phone number, LINE button or short form.
• Keep the page content consistent with the ad's promise.
• Make contact details, address and company information easy to find.

An old or slow website can raise the cost of every click. Our article on how an old website makes ads more expensive explains the connection in more depth.

Should you aim for a Quality Score of 10?

No. A 10 is not the goal. Your goal is enquiries at an acceptable cost.

• Brand keywords often score high because people searching for your name expect your ad.
• A low-scoring keyword that brings real enquiries may be worth improving, not pausing.
• A high-scoring keyword that brings no enquiries is not working.
• Judge keywords with few impressions carefully, because the score has little data behind it.

Before changing anything because of a low score, check search terms, conversions and the landing page. If you want a wider review of where spend leaks, use our Google Ads budget leaks checklist.

What mistakes keep Quality Score low?

• One ad group for the entire account
• Sending every keyword to the homepage
• Changing many things at once, so you cannot tell what helped
• Ignoring Thai-language search terms
• Treating budget as the fix for poor ad quality

How does DAB handle this?

DAB offers Google Ads services in Thailand with 18+ years of experience in digital marketing. You can see how Google Ads is priced on our Google Ads packages and pricing page. For a broader explanation of how ad rank and relevance work, read stop wasting ad spend.

Want a second opinion on your Google Ads account?

If your cost per click seems high or your ads are not producing enquiries, contact DAB through LINE or our contact page. Learn more about our Google Ads services in Thailand.

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