Work out quality score impact instantly with clear inputs, formula shown and shareable results.
Ad rank is bid multiplied by quality score, and the price paid is the rank needed to beat the next advertiser divided by your own quality score. A higher score therefore both improves position and lowers the price paid for it.
Auction mechanics
Ad rank = bid × quality score; actual CPC = competitor ad rank / your quality score
Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.
Because the platform divides the required rank by your score, so a better score buys the same position for less.
Expected click-through rate, ad relevance to the query, and landing page experience.