Glossary
Ad Relevance
Ad Relevance is one of the three components of Google Ads Quality Score, measuring how closely an advertiser's keyword and ad copy match the meaning of a user's search query. Google rates Ad Relevance as Below Average, Average, or Above Average — a higher rating signals that the ad directly addresses what the searcher is looking for, which lowers cost-per-click and improves ad rank. Improving Ad Relevance requires tightly aligning ad copy with keyword intent: each ad group should contain a small set of semantically related keywords, and ad headlines should mirror the specific language searchers use. The other two Quality Score components are Expected Click-Through Rate and Landing Page Experience, and all three are recalculated for every auction in real time. Ad Relevance is the most actionable Quality Score lever because it is entirely within the advertiser's control through ad group structure and copy optimization.