How to improve impression share in Google Ads ?

How to improve impression share in Google Ads ?

Optimize and improve your Google Ads impression share for higher-performing campaigns and increased ROAS. Discover our key strategies.

Google Ads is an essential tool for companies seeking to increase their online visibility. Among the multiple KPIs available, Impression Share (the rate of impressions) and its variants, such as Impression Share Lost by Budget and Impression Share Lost by Rank, stand out for their ability to provide valuable insights into the effectiveness of your advertising campaigns.

This article aims to demystify these KPIs. As a paid media agency, we’ll explain what they mean, how they are calculated. And above all, we’ll reveal why and how they can be crucial levers for optimizing your Google Ads campaigns.

Understanding Impression Share

Impression Share, or impression rate, represents the percentage of impressions an ad has received in relation to the total number of impressions for which it was eligible. In other words, it’s a measure of the visibility of your ads. For example, if your ad was eligible to appear 100 times, but was only displayed 60 times, your Impression Share is 60%.

But why is this important? Firstly, Impression Share can reveal whether your ads are reaching your target audience sufficiently. A low Impression Share may indicate high competition or an insufficient budget, signalling opportunities for optimization.

Impression Share Lost by Budget printing

Let’s move on to Impression Share Lost by Budget. This metric indicates impression opportunities lost due to budget constraints. If your campaign lacks funds, even the best-designed ads may not run as often as they could.

The calculation is relatively simple. If your ad was eligible for 1000 impressions, but only received 700 due to budget limitations, you’ve lost 30% of your potential impressions due to your budget. This information is crucial in deciding whether increasing the budget could be beneficial for campaign performance.

Impression Share Lost by Rank

Impression Share Lost by Rank measures impressions lost due to ad ranking. This KPI is essential, as it reflects the quality and relevance of your ads and keywords, as well as the bids you place. A low ranking means that your ads are not competitive enough to appear in a high position, which may be due to poorly targeted keywords, low-quality ads or bids that are too low.

To calculate this, let’s say you were eligible for 1000 impressions, but because of your ranking, you only got 700. This means you’ve lost 30% of your potential impressions because of your ranking. This metric encourages you to optimize your ad relevance and bidding strategy to improve their visibility.

Why track these KPIs?

These KPIs aren’t just numbers; they tell a story about the performance of your campaigns. By tracking them closely, you can quickly identify problems with budget, ad quality or bidding strategy. They help you understand where your campaign excels and where it needs fine-tuning. It’s a data-driven approach to refining your advertising strategies and maximizing ROI.

Monitoring and optimization strategies

To make the most of these KPIs, it’s essential to monitor them regularly in your Google Ads interface.

Here are some strategies for you:

  • Increase the budget for high-performance campaigns: If you’re seeing Impression Share loss due to budget on high-performing campaigns, consider increasing the budget allocated to these campaigns.
  • Improve ad quality: If you’re losing Impression Shares due to ranking, work on improving the quality of your ads. This includes optimizing ad copy, using relevant keywords and creating attractive, relevant landing pages.
  • Adjust Bids: Review your bidding strategies for keywords that are losing impressions due to ranking. Sometimes, increasing your bids slightly can significantly improve your rankings.

Call to action

Now that you’re armed with this in-depth knowledge of Impression Share and its implications, it’s time to put these insights into action. Start by examining your current Google Ads campaigns.

Identify where you’re losing impressions due to budget or ranking, and ask yourself the following questions:

  • Can I increase my budget on high-performing campaigns?
  • How can I improve the quality of my ads for better rankings?
  • Am I bidding on the right keywords?

Remember, every campaign is unique. What works for one may not work for another. Continuous experimentation and adjustment are key. Take the time to analyze results, test different approaches and refine your strategies accordingly. With careful monitoring and optimization, you’ll be able to maximize the effectiveness of your advertising campaigns and achieve a significant return on investment. And also one of the most effective ways to do it is to call in a Google Ads agency to have a real impact.


In the competitive world of digital marketing, understanding and effectively using KPIs such as Impression Share, Impression Share Lost by Budget, and Impression Share Lost by Rank is crucial to the success of your Google Ads campaigns. These metrics offer valuable insights that, when properly analyzed and utilized, can significantly improve the visibility and effectiveness of your ads.

We hope this article has provided you with the knowledge and tools you need to optimize your Google Ads campaigns. By following these tips and paying close attention to these important KPIs, you’ll be well equipped to make your online advertising a resounding success.

Roy Amatoury

Roy Amatoury


How can I reach my growth targets ?

We analyze your media accounts and provide you a detailed audit.

Based on our in-house criteria, you benefit detailed and personalized recommendations in order to optimize your search and social campaigns.

More expertise articles