Paid ads. Reviewed October 29, 2026
Quality Score
Also called: Ad quality
Quality Score is Google Ads' 1 to 10 rating of how well a keyword, its ad and its landing page match each other, and a higher score lowers the price paid per click.
In practice
It has three parts: expected click-through rate, ad relevance and landing page experience. The common failure is sending every ad to the home page, which scores poorly for a specific term like water heater replacement.
A page built for the term, with the term in the headline and a phone number above the fold, moves the score and the cost.
Related terms
- PPCPPC, pay per click, is advertising where the business pays only when someone clicks the ad, and Google Ads search campaigns are the main form of it for contractors.
- Cost per clickCost per click is what an advertiser pays each time someone clicks an ad, set by an auction, so it varies by trade, by city and by how many competitors are bidding on the same term.
- Landing pageA landing page is a page built for one campaign and one action, usually without the main navigation, with a single offer, so visitors from an ad do what the ad promised.
Want this handled, not explained?
Skill Mammoth builds the site you own, gets you found on Google and ChatGPT, and texts every lead back in under 60 seconds. Month to month, every price published.