Quality Score combines expected click-through rate, advert relevance and landing-page experience. Google describes it as a diagnostic for identifying areas to review. The displayed score is not itself an input to the advert auction, so it should not be treated as a direct bidding formula. Source: Google Ads: Quality Score

Investigate the component

Look at the individual component ratings before deciding what to change. If landing-page experience needs attention, compare the advert’s promise with the page’s actual content and enquiry route. This gives the review a concrete starting point instead of chasing the headline score.

Keep commercial outcomes visible

Record the change and review qualified enquiries, booking outcomes and cost over a suitable period. Use the diagnostic beside those measures. This keeps the team focused on useful business results while using the score to investigate the experience behind them.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.