Ad quality is an estimate of the experience that users have when they view your Search ads. Ad quality is based on a number of factors, including how relevant your ad text is to searches, how likely people are to click your ad, and the quality of their experience once they reach your landing page.
Higher ad quality generally leads to better performance, including better ad positions and lower cost. It is important to note that ad quality varies with the context of every search.
What you can do
For responsive search ads, use Ad Strength to understand how you can improve your ad.
Need something else?
Check other common reasons why your campaign performance is fluctuating.
