Quarra Fine Arts Campaign — Low Impression Share Issue
Overview
During the January–February 2026 performance review, the Quarra Stone Fine Arts Google Ads campaign was flagged for a notable discrepancy: the campaign shows a high click-through rate (CTR) but a low search impression share (below 50%). This means the ad is compelling when it appears, but it is not appearing for a significant portion of eligible searches.
This is an open investigation item assigned to Karly Oykhman.
Client: [1]
Campaign: Fine Arts
Status: 🔴 Under Investigation
The Problem
Search impression share measures how often an ad appears relative to the total number of times it could have appeared for matching queries. A share below 50% indicates the ad is being outcompeted or suppressed for the majority of relevant searches.
Contrast with the Digital Fabrication campaign, which was noted as having a search impression share above 50% — a benchmark for healthy market capture in a niche category.
The Fine Arts campaign's high CTR suggests the ad copy and targeting are well-aligned with user intent. The low impression share is therefore likely a structural or competitive issue, not a relevance issue.
Likely Causes
Google's auction system determines impression share based on several factors. Any of the following could be suppressing the Fine Arts ad:
| Factor | Notes |
|---|---|
| Bid strategy / budget | Bids may be too low to win auctions consistently |
| Landing page quality score | Lower quality scores reduce ad rank |
| Domain authority | DR 33 is moderate; may affect competitive positioning |
| Ad rank thresholds | Competitors with higher authority may be crowding out the slot |
| Keyword match types | Overly narrow match types could be limiting eligible impressions |
Karly noted she would "do a little dig" to identify the specific cause.
Related Context
- The retargeting campaign was also flagged in the same review for zero clicks and zero spend. Karly was assigned to check the Google Tag Container (GTM) to confirm the tag is firing correctly. See [2].
- The Fine Arts campaign is one of three active non-retargeting campaigns alongside Digital Fabrication and a brand/name campaign.
- A Fine Arts e-guide (lead magnet for the landing page) was still pending completion at the time of this meeting, which may also be limiting conversion incentive and quality score signals.
Action Items
- [ ] Karly: Audit the Fine Arts campaign — review bid strategy, quality scores, and keyword match types to diagnose the low impression share
- [ ] Karly: Report findings to Lincoln and Lauren with recommendations
- [ ] Lincoln: Provide remaining content needed for the Fine Arts e-guide to support landing page quality improvements
Source Meeting
[3]