Abstract: Methods, computer systems, and computer-storage media are provided for utilizing a quality-weighted generalized second-price auction to rank, price, and allocate advertisements for presentation on a results page. Advertisements responsive to a search query are identified, and a rank score is determined for each of the advertisements. The rank score is determined based on a quality score associated with each of the advertisements as well as a bid price for each of the advertisements. The satisfied click-through-rate for an advertisement is used as a proxy metric for the quality score. The quality score is further used to determine the cost-per-click of the advertisement. Certain quality metrics may also be utilized to determine the number of advertisements that should be presented on the results page in order to maximize publisher revenue and minimize user cost.