What Are Impressions on Google Ads?

Jul 31, 2023 | Google Ads

If you’re running a Google Ads campaign for your plumbing and HVAC business, you need to ensure it’s getting enough impressions to make your investment worthwhile. But what are impressions on Google Ads anyway? Why do they matter? And how can you increase them? 

Explore everything you need to know about Google Ads impressions below, then reach out to Polianna to discuss our Google Ads services for plumbing and HVAC companies.


What Are Google Ads Impressions? 

An impression is an instance where your Google Ad appears in front of a user, whether on a Google search results page, in Google Maps, on the Google Display Network, through a website’s Google AdSense program, or on another platform.

Even if the user only sees part of your ad — as often happens when a web searcher doesn’t scroll down the search results page far enough to see the entire thing — that counts as an impression. It doesn’t matter if the user looks at the ad as long as it appears on their screen. 

When reviewing your Google Ads metrics on your Google account, you’ll see the total number of impressions for each ad. You want to ensure your impressions are in a suitable range to offer the best return on investment and create the most valuable connections with potential customers. 


Why Do Impressions on Google Ads Matter? 

So, what are impressions on Google Ads good for? Impressions are a direct representation of how well your campaign is performing. 

Google doesn’t guarantee it will show your ads to a certain number of users each day or week. Instead, you must choose the keywords Google will match your ads to in the search results. If you have low impressions, you should probably change your keyword strategy accordingly. 

On the other hand, impressions aren’t the only important metric for your Google Ads campaign. They don’t tell you anything about customer engagement, click-through rates, or any other valuable metrics. For example, you could have a high number of impressions and a low click-through rate. 

But if your impressions are low, these other metrics will probably also be low. Therefore, taking measures to improve your impressions is a great place to start as you curate your ad campaign with the goal of increasing customer acquisition. 


Tips To Improve Google Ads Impressions

If your impressions are too low or too high, you could be throwing away your ad money. Consider the following tips to improve your impressions and make the most of your advertising budget: 


Adjust Your Campaign Budget

The budget you set for your Google Ads campaign determines how often Google displays your ads and, thus, your number of impressions. Increasing your budget is a straightforward method for boosting impressions as well.

But you shouldn’t just raise your budget and call it a day; you also need to ensure your ads are set up well to provide the best ROI, especially once you start dedicating more money to them. Use this tip in conjunction with the tips below to optimize your impressions. 


Increase Your Bid

Google Ads has used an auction-based display system for years since it was still Google AdWords. If your impressions are suffering, you may need to adjust your bidding strategy to reach more users.

For example, Google offers an automated Target Impression Share strategy that adjusts your bids to help meet your Impression Share goal. You can also manually increase your bid for each ad to improve the chances Google will display it for the designated search terms. 


Improve Your Ad Quality Score

Your Google Ads have a Quality Score, which is based on the following factors:

  • Ad relevance: How relevant your ad is to a user’s search intent
  • Expected click-through rate: The potential of a user to click on your ad
  • Landing page experience: The quality and relevance of the landing page users reach when they click on an ad

The higher your Quality Score, the higher Google will prioritize your ads for the keywords you’ve bid on. So, taking steps to improve your score can help you gain more ad impressions. 

For example, if your ad relevance is “below average” or “average,” you can improve this metric by ensuring the keywords you’re targeting relate to your ad content. Match the language in your ad to those keywords, and separate ads into different categories based on relevance. 

You can improve your click-through rate by making your offer more compelling to users, using engaging calls to action, detailing the benefits users will gain by clicking, and setting up A/B testing to identify the ads that perform best for your audience. 

Adjust Your Keyword-Matching Strategy

When you set up Google Ads, you’ll need to choose the keywords for which Google will display your ads in the search results pages. Low impressions may indicate the keywords you’ve chosen aren’t specific enough. 

You’ll want to dedicate most of your budget to hyper-relevant keywords rather than broader ones. For example, as a plumbing and HVAC business, these keywords may be “plumbers in (your city name)” or “(city name) HVAC company” rather than just broad-match keywords like “plumbing” or “leaky pipe.” 

If certain keywords in your strategy aren’t performing well, consider changing them to more relevant terms. On the flip side, if certain ads are getting too many impressions but not many clicks, your keywords are likely too broad, causing your ads to show up for users who aren’t interested in your plumbing and HVAC services. 

Consult the Google Ads Experts

Now that you know the answer to “What are impressions on Google Ads?” you can understand the importance of checking this metric and other KPIs in Google Ads. But if you don’t have time to micro-manage your Google Ads campaign, leave it to our marketing experts at Polianna. 

We’ll curate a Google Ads campaign that delivers the best performance for your company while you focus on what you do best: running your plumbing and HVAC business. Schedule your strategy session today to get started.

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