What is the main function of a quality score in Google Ads?

The primary function of a quality score in Google Ads is to assess the relevance and quality of ads, keywords, and landing pages. A higher quality score can lead to better ad placements and lower costs per click, which ultimately enhances the performance of ad campaigns.

Quality scores are calculated based on several factors, including expected click-through rate, ad relevance, and landing page experience. This comprehensive evaluation helps advertisers understand how well their ads meet users' expectations and needs when they search for related keywords. By prioritizing relevant and high-quality ads, Google ensures a better experience for users, as they are more likely to see ads that are pertinent to their search queries, leading to higher engagement and satisfaction.

The quality score does not directly determine budget limits, the frequency of ad displays, or simply measure click-through rates. Instead, it serves as a critical metric that informs advertisers about the effectiveness of their ads and guides them in optimizing their campaigns for better performance.