Impressions
Impressions count how often your ad is displayed on a screen. Each appearance in search results or on a website counts as one impression.
What are Impressions?
Impressions measure the visibility of your ad. Each time your ad is shown to a user, one impression is counted — regardless of whether the user clicks or not. In the Search Network, an impression occurs when your ad appears on the search results page. In the Display Network, when it loads on a website.
Why Impressions Matter
Impressions alone don't generate direct revenue, but they're the foundation for all other metrics. No impressions means no clicks, no clicks means no conversions. Additionally:
- Brand awareness: Even without a click, users see your company name
- Impression Share: Shows what proportion of possible impressions you receive
- CTR calculation: Impressions are the denominator in the CTR formula
Optimizing Impression Share
Impression Share shows how often your ad actually appears vs. how often it could appear. An Impression Share of 70% means: in 30% of relevant searches, your ad isn't shown — either due to insufficient budget or ad rank.
Pro Tip: Check the "Impression Share" report in Google Ads for each campaign. If it's below 80%, consider increasing budget or bids — or narrowing your keywords.
Further resources
Frequently Asked Questions
In the Search Network, you only pay for clicks, not impressions. In the Display Network, CPM (Cost per 1,000 Impressions) models exist where you pay for visibility.
Related Terms
Direct contact with Mijo
Ready for real results?
Let's be direct.
No sales pitch, no pressure – just an honest assessment of whether and how Google Ads can work for your business.
Phone
+48 574 751 177Address
Olszanska 7, 31-513 Kraków, Polen
Availability
Mon-Fri: 9:00 AM - 6:00 PM
Book a discovery call
Pick a time that fits – the calendar shows my live availability.
You talk directly with Mijo – no account manager.