Metrics & KPIs
Ad Relevance
By the AdFlint research team · Last reviewed July 2026
A Quality Score component rating how closely your ad's message matches the intent behind the keyword, graded Below average, Average, or Above average.
It is a relative grade against other advertisers bidding on that keyword, not an absolute verdict on your copy. Below average usually signals an ad group that has drifted to cover too many unrelated themes, so the fix is splitting the group rather than rewriting the ad. The common misreading is assuming the answer is stuffing the keyword into headlines.
Ad Relevance compared with
The settings this gets confused with, and how to tell them apart.
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