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PPCUpdated Nov 6, 2026

What is Impression Share?

Definition

Impression share is the percentage of eligible ad impressions your ads actually received in Google Ads.

Also known as:search impression share

Find what limits you

Google reports whether budget or ad rank caused the missed share. Those two causes need different fixes, so check which one applies before simply raising your spend.

This is part of our work on Google Ads management.

Related glossary terms

Quality ScoreQuality Score is a 1 to 10 Google Ads diagnostic based on expected clicks, ad relevance and landing page experience.Cost Per Click (CPC)Cost per click is the amount an advertiser pays when someone clicks an ad. It varies by keyword, competition, location and ad quality.
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