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
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.
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.
[3]