What is Ad Rank?
Ad Rank is the score Google Ads uses to decide whether your ad is shown and in which position. A higher Ad Rank means a better position in the SERP, and it also determines the actual CPC you pay, which is always just enough to beat the competitor below you.
How is Ad Rank calculated?
Google calculates Ad Rank based on five factors: the bid (maximum CPC), the Quality Score, the expected impact of ad extensions, the auction context (location, device, time and search query), and the ad quality thresholds. A high Quality Score can make up for a lower bid.
Ad Rank and ad position
There are at most four ads above the organic results. Their order is determined entirely by Ad Rank. The impression share shows how often your ad is shown compared with all the auctions you are eligible for.
Improving Ad Rank
The two most effective levers are raising your Quality Score and making full use of ad extensions. Use negative keywords to filter out noise and focus your budget on relevant auctions.
Can I see Ad Rank in Google Ads?
Ad Rank itself is not shown directly as a number, but you can monitor its components (Quality Score, impression share, position) in the columns.
Why am I sometimes not in position 1 despite the highest bid?
Because Ad Rank is more than just the bid. A higher Quality Score can earn a better position with a lower bid.
How does Ad Rank work differently on mobile?
For Ad Rank, Google takes the device type into account, along with the expected user experience on that device. More at developers.google.com/search.