In this episode, Yousaf breaks down why impression share is one of the most overlooked — yet powerful — metrics in Google Ads, especially for local and brand campaigns.
He explains the difference between impression share, lost impression share (rank and budget), and how exact, phrase, and broad match impact visibility. The focus isn’t just “owning” keywords — it’s understanding which terms actually convert and then scaling them intelligently.
Yousaf emphasizes that high conversion rates combined with low impression share signal untapped growth potential. He shares practical benchmarks, including why brand campaigns should aim for 85%+ impression share, and how underinvestment can quietly cost revenue.
The episode also explores AI, scripts, and automation. While automation can help with monitoring and structure, Yousaf warns against letting AI fully control buying decisions without human oversight. He advocates for manual analysis first, using impression share and conversion data before relying on bots.
Finally, he highlights the importance of attribution, first-click vs. last-click analysis, and using GA4 and Google Ads together to understand the full customer journey — helping advertisers make smarter budget and bidding decisions.
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