In the past, Google have used Quality Score to determine which ads are more relevant for the searcher by surveying not only the way the ad is written but the kind of content found on the landing pages.
In recent news, the landing page’s load time will now be a small element of the quality score information. This means that the faster the page loads the better. This relates back to Google’s ambition of wanting the web to stay reliable and honest, and provide content that is unique and helpful for people searching for it.
Quality Score can help lower the CPC for each ad you serve, as a reward for content that is striving to be of high relevance. Understanding quality score can allow companies to save thousands of dollars a month.