In this paper, we propose an efficient simulation method based on adaptive importance sampling, which can automatically find the optimal proposal within the Gaussian family based on previous samples, to evaluate the probability of bit error rate (BER) or word error rate (WER). These two measures, which involve high-dimensional black-box integration and rare-event sampling, can characterize the performance of coded modulation. We further integrate the quasi-Monte Carlo method within our framework to improve the convergence speed. The proposed importance sampling algorithm is demonstrated to have much higher efficiency than the standard Monte Carlo method in the AWGN scenario.