Question

We just set up a new shopping campaign. The impression share is 63-66% but we only have a few impressions (about 5k) and the campaign is not spending its budget.
We are selling watches, which is a big market. How can our impression share be so high and impressions so low at the same time?

Answer 1

You're seeing high impression share but low impressions because you're dominating a small slice of the market, not the full available demand.

- Your campaign is eligible for only a narrow range of searches—maybe due to limited keywords from your product feed (titles/descriptions), low bids, or restrictive settings.

- Google is saying: “Out of the few auctions you qualify for, you're showing up most of the time”—which gives you a 63–66% impression share.

- But since the total eligible volume is small, your actual impressions and spend stay low.

What to Do:

1. Optimize your product titles and descriptions to match more popular search terms.
2. Ensure your product feed is clean and approved in the Merchant Center.
3. Review campaign settings—expand location, audience signals, or device options.
4. Consider loosening your ROAS targets or increasing your max CPC if using Manual or tROAS bidding.
   
   You're winning most of a limited auction pool. To grow impressions and spend, you need to expand your eligibility—not just increase budget.