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The search impression share metrics shows data for the google search engine only if you are running a search campaign.
15% of impression share just means you are missing out on 85% of the potential traffic your ads are eligible for. It could be cuz of the budget / ad rank.
To find out the specific cause, refer to **Search lost I.S due to budget** & **Search lost I.S due to ad rank** (add these metrics from the columns)
If you find the first one to be higher then budget is the limiting factor. Just increase it to the % of the traffic you are losing out on (budget)
If the latter is more, you need to improve your ad rank which involves optimizing quality scores, ad assets & setting a competitive CPC bid / target CPA
The ideal range for a search impressions share is 70% at least
