What is Ad relevance score?
Ad relevance score (also called quality ranking or ad quality) is a metric used by advertising platforms like Meta, Google, and TikTok to rate how relevant and useful an ad is to the target audience. Higher relevance scores lead to lower CPMs, more impressions, and better placement. The score is influenced by expected engagement, creative quality, landing page experience, and post-click behavior. Ads with UGC-style creative tend to receive higher relevance scores because they match the organic content format users expect in their feeds.
How it relates to AI UGC
AI UGC naturally improves ad relevance scores by producing feed-native imagery that matches the organic content users expect on social platforms. Higher relevance scores mean lower CPMs and better delivery—so AI UGC not only reduces creative production costs but also reduces media costs.
Key statistics
- Ads in the top relevance tier on Meta see 40–60% lower CPMs than those in the bottom tier.
- UGC-style ads score 20–30% higher on Meta's quality ranking than traditional brand creative (aggregate benchmarks).