- Free
- No sign-up
- 3 Google components
- 27 checks
- Real landing page scan
Free Google Ads Quality Score Checker
Estimate a keyword's 1–10 Quality Score before you spend. Paste your keyword and ad, add your landing page, and see expected CTR, ad relevance and landing page experience, each with the exact fixes.
What is Google Ads Quality Score?
Quality Score is Google Ads' 1–10 rating of how relevant and useful your ads and landing pages are for a keyword, compared with other advertisers. Google shows it per keyword in Search campaigns.
It is built from three components, each rated below average, average or above average: expected click-through rate (how likely people are to click your ad), ad relevance (how closely the ad matches the search) and landing page experience (how relevant, fast and easy to use your page is).
How Quality Score is calculated
Google doesn't publish the exact formula. The widely used model from Adalysis, built from thousands of accounts, adds points for each component's rating to a base of 1:
| Component | Below average | Average | Above average |
|---|---|---|---|
| Expected CTR | 0 | 1.75 | 3.5 |
| Ad relevance | 0 | 1 | 2 |
| Landing page experience | 0 | 1.75 | 3.5 |
So average on all three gives about 5.5, rounded to 5 or 6, and above average on all three gives 10. Expected CTR and landing page experience each weigh about 39%, ad relevance about 22%.
How Quality Score changes what you pay
A higher Quality Score lowers the cost per click you need for the same ad position. WordStream's widely cited analysis estimates the change against a Quality Score of 5:
| Quality Score | Cost per click vs QS 5 |
|---|---|
| 10 | 50% less |
| 9 | 44% less |
| 8 | 38% less |
| 7 | 29% less |
| 6 | 17% less |
| 5 | Baseline |
| 4 | 25% more |
| 3 | 67% more |
| 2 | 150% more |
| 1 | 400% more |
How to improve each component
Expected CTR
- Put the keyword in Headline 1 and pin it.
- Lead with a specific offer, price or proof.
- End with a clear call to action.
- Add sitelinks, callouts, structured snippets and images.
- Pause keywords that bring irrelevant searches; add negative keywords.
Ad relevance
- Keep each ad group to one tight theme.
- Use the keyword, or a close variant, in two headlines and one description.
- Use the display path for the keyword.
- Match the intent: offer for buyers, place for local searches, answers for questions.
Landing page experience
- Send each ad group to the most specific page, not the home page.
- Repeat the keyword and the ad's promise in the title and H1.
- Load fast on mobile: compress images and cut third-party scripts.
- Make acting easy: a form, call or WhatsApp button near the top.
- Be transparent: contact details, privacy policy and an About page.
How this checker works, and how accurate it is
Your real Quality Score comes from Google's auction data, which no outside tool can read. This checker rebuilds it from the same three components: it analyses your keyword and ad, fetches your actual landing page, and, if you add your click-through rate, compares it with the benchmark for your industry.
That makes it most useful before you launch, when a keyword still shows “—”, or when you want to know exactly which component holds a keyword back. Always confirm the result in your Google Ads account.
Search ad click-through rate benchmarks by industry (2026)
Average click-through rates for search ads, used by this checker to judge your expected CTR.
| Industry | Average CTR |
|---|---|
| All industries (average) | 6.64% |
| Animals & pets | 7.49% |
| Apparel, fashion & jewellery | 6.64% |
| Arts & entertainment | 12.75% |
| Attorneys & legal services | 5.87% |
| Automotive: for sale | 8.28% |
| Automotive: repair & parts | 5.56% |
| Beauty & personal care | 6.75% |
| Business services | 6.10% |
| Career & employment | 5.88% |
| Dentists & dental services | 5.66% |
| Education & instruction | 7.56% |
| Finance & insurance | 9.83% |
| Furniture | 6.57% |
| Health & fitness | 5.81% |
| Home & home improvement | 6.47% |
| Industrial & commercial | 6.57% |
| Personal services | 7.16% |
| Physicians & surgeons | 6.61% |
| Real estate | 7.61% |
| Restaurants & food | 6.83% |
| Shopping, collectibles & gifts | 8.28% |
| Sports & recreation | 8.75% |
| Travel | 9.32% |
Source: LocaliQ, Search Advertising Benchmarks, updated June 2026.
Frequently asked questions
What is a good Quality Score in Google Ads?
7 or higher is good and 8–10 is excellent. A Quality Score of 4 or below usually means you pay a premium for each click and win fewer auctions, so fix those keywords first.
How accurate is this Quality Score checker?
It's an estimate. Google calculates the real score from auction data that no outside tool can see. This checker uses the same three components Google publishes, a real scan of your landing page and, if you add it, your actual CTR against your industry benchmark, so it shows which component holds you back. Confirm the result in your Google Ads account.
Where can I see my real Quality Score in Google Ads?
Open Campaigns, then Keywords. Choose Columns, then Modify columns, open Quality Score and add Quality Score, Exp. CTR, Ad relevance and Landing page exp. The historical versions show how it changed over time.
Why does my keyword show “—” instead of a Quality Score?
Google shows “—” until a keyword has enough impressions and searches to rate it. This checker is useful exactly then: it estimates the score before the data exists.
How often does Quality Score update?
Google recalculates it continuously as new auction data arrives. Changes to your ads or landing page usually show within days, depending on how much traffic the keyword gets.
Does Quality Score affect my cost per click?
Yes. Ad quality is part of Ad Rank, so a higher Quality Score lets you hold the same position for a lower cost per click. Going from 5 to 7 typically cuts the cost per click by about 29%.
Does Quality Score apply to Performance Max or Display campaigns?
Quality Score is shown for keywords in Search campaigns. Other campaign types use ad quality signals too, but they don't show a keyword Quality Score.
Is the Quality Score Checker free?
Yes, it's free with no sign-up, and nothing you enter is stored. Each visitor can run up to 40 landing page checks an hour.
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