Useful before buying
Use the score before changing ads, pages, product pages, forms, calls, checkout, or follow-up.
Decision scorecard | Updated July 5, 2026
Google Ads lead quality scorecard
Score search intent, account focus, landing-page match, qualification, call handling, and sales follow-up.
01Score the current buyer path.
02Name the weak layer.
03Route the next build.
Search intent
The search terms and campaign structure match the buyer action wanted.
Page match
The landing page keeps the same promise the ad made.
Action
The call, form, cart, quote request, booking, or consult path is obvious.
Tracking
The next action can be measured without guessing.
Follow-up
The business knows what happens after the form, call, order, or lead.
How to use the score
Use the result to choose the next build, not to collect a vanity grade.
| Score | Meaning | Next route |
|---|---|---|
| 80-100 | The route can usually be improved or scaled with tighter measurement. | Google Ads management |
| 50-79 | The buyer path has one or two weak layers that should be fixed before more budget. | Google Ads lead quality checklist |
| 0-49 | The route needs clearer proof, action, tracking, or follow-up before scale. | Start request |
Source: this is an internal 0-100 scorecard scale for the page tool. The questions are informed by the source links below.
Useful for teams
It gives a shared language for the weak layer instead of another broad opinion.
Useful for SC
It routes the buyer to the service path that can change the next measurable action.
Source-backed support
Sources behind this scorecard.
Next routes