Quality Score Loss Calculator.
Quality Score isn't a vanity metric, it's a direct multiplier on what you pay per click. See exactly what a low score is costing you, and what closing the gap is worth.
From the Quality Score column in Google Ads keyword view.
8 is a realistic, achievable target for most accounts.
What you're actually paying per click at the current score.
Pull from Google Ads for the keyword or campaign in question.
This keyword is paying a steep Quality Score premium. Landing page relevance and expected CTR are usually the fastest levers.
How to read your number
Google prices every auction against a Quality Score baseline of 5 (a 1.0x multiplier on CPC). Score above that and you get a discount; score below it and you pay a premium, up to 4x at a Quality Score of 1. A keyword at Quality Score 8 runs roughly 0.62x the baseline rate; the same keyword at Quality Score 3 runs roughly 1.67x it, a gap of about 2.7x on the exact same auction.
That means two advertisers bidding on the identical keyword, at the identical position, can pay wildly different prices per click, purely on relevance and landing page experience. The calculator applies that ratio to what you report paying today to estimate your effective CPC at a realistic target score.
The fastest lever is almost never bids. It's expected CTR (tighter ad groups, more specific ad copy) and landing page experience (message match between the ad and the page it lands on). Bid changes move Ad Rank; they don't move Quality Score.
See how this plays out for a specific vertical in LSA vs Google Ads for lawyers, or size your overall spend with the PPC budget calculator.
Want us to find every Quality Score leak in the account, not just this one keyword? Get our 47-point written audit, five business days, no sales call.
