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15% Impression Share
Posted by on August 29, 2025 at 9:17 pmIn Google Ads, I'm checking my Impression Share in Auction Insights. I see 15% share for a search campaign with Display Network disabled.
When google estimates the total impressions that I'm eligible for, does it count display network? If not, this means that I can increase my budget even more and get more good search impressions, right?
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1 Reply
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You have two separate columns for the impression share. One is for the search network, the other one for the display network.
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Google Ads calculates Impression Share for Search campaigns based only on the Search Network, not the Display Network, especially if Display is disabled in your campaign settings. A 15% share means you are getting 15 out of every 100 eligible Search impressions; increasing budget, bids, or ad quality can help capture more of the remaining eligible impressions.
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Impression share in search campaigns only counts search inventory, not display, so your 15% means you’re showing for a fraction of eligible search queries and can raise budget or improve bids/ad rank to capture more.
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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
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Nah, Display is not included in IS and 15% seems a bit low,
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No — with Display disabled, your 15% Impression Share is only on Search. It means you’re showing in just a fraction of eligible search impressions (the inventory you qualify for), so raising budget or improving ad rank could capture more, as long as the added traffic still hits your CPA/ROAS goals.
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