Google Ads Quality Score is a diagnostic tool that estimates the quality of your ads, keywords, and landing pages. It’s a crucial metric because it directly impacts your ad rank and, consequently, how much you pay per click – a higher score means lower costs and better ad positioning.
- Keyword Relevance: As of early 2026, Google’s systems include advanced semantic analysis, meaning keyword relevance isn’t just about exact matches, but understanding the *intent* behind searches.
- Expected Click-Through Rate (CTR): Google now features predictive CTR modelling, factoring in ad copy performance and search query history to estimate how likely users are to click.
- Landing Page Experience: Landing page speed, mobile-friendliness, and relevance to the ad are heavily weighted. Current systems prioritise pages compliant with the Australian Digital Accessibility Guidelines (WCAG) 2.2.
In 2026, achieving a Quality Score of 7-10 out of 10 is considered ‘good’ and will significantly optimise your campaign performance. A score below 5 indicates areas needing immediate attention, as it can lead to substantially higher costs per acquisition, particularly in competitive Australian markets like Sydney or Melbourne. Remember, Google continually refines its algorithms, so maintaining a high score requires ongoing monitoring and optimisation.
Instead of navigating these technical complexities yourself, let ROI.com.au handle your Google Ads campaigns. We can take care of all this for you. Contact our team today to discuss how we can improve your Quality Score and maximise your return on investment.
