Search Impression Share (Google Ads)

Search impression share in Google Ads is the number of Search Network impressions an ad received divided by Google's estimated number of impressions it was eligible to receive, expressed as a percentage. Eligible opportunities depend on factors including targeting, approval status, Ad Rank, and the available budget. For example, 600 impressions out of an estimated 1,000 eligible opportunities would give a 60% impression share; this does not mean the ad appeared for 60% of every search in the market. Search Lost IS (budget) and Search Lost IS (rank) can help an advertiser distinguish opportunities missed for budget-related reasons from those missed because of Ad Rank, where those metrics are available. A local lawn care advertiser may use these figures to investigate missed exposure, but higher share alone does not establish that the additional traffic would generate profitable leads. This paid-search measure is different from organic search impressions in Search Console and should not be treated as a direct measure of total market demand.