What Is An Google Ads Impression?

If you're running ads online—especially on Google—you've probably come across the term "impression". But what does it actually mean? Is it the same as a click? Does it cost money? Let’s break it down in simple terms.

The Quick Answer

An impression is counted every time your ad appears on someone’s screen.

That’s it. Whether they click on it or not, just the fact that your ad was shown = 1 impression.

A Real-Life Analogy

Think of impressions like people walking past your shop on the street. Every time someone walks by and sees your sign, that’s an impression—even if they don’t come inside.

Clicking on the sign and walking through the door? That’s a click. But impressions are just about being seen.

Why Impressions Matter

Even if someone doesn’t click your ad, just getting your brand, product, or service in front of people builds awareness. This is especially useful if:

• You’re a new business trying to get noticed.

• You have strong visuals, like a logo or tagline, that make people remember you.

• You’re running remarketing ads to stay top-of-mind.

  
  

Are Impressions Free?

Mostly, yes. In Google Ads, you usually only pay when someone clicks, not when the ad is shown.

This is called Pay-Per-Click (PPC) advertising. So while impressions are tracked, you’re not getting charged for them unless someone engages with your ad.

(There are exceptions—like CPM bidding for display ads—but most local businesses running search ads don’t use that.)

Impressions vs. Clicks

Term	What It Means	Do You Pay?
Impression	Your ad was seen (on a page or screen)	no
Click	Someone actually clicked your ad	yes

What’s a Good Number of Impressions?

That depends on your goal. If you're focused on brand awareness, then a high number of impressions is great. If you're focused on getting leads or sales, then you care more about:

• Click-Through Rate (CTR) = Clicks ÷ Impressions

• Conversions = People taking action after the click

Learn What A CPC is Cost Per A Click

Final Thoughts

Impressions are like digital footprints—they tell you how often your ad is showing up. While they don’t cost anything by themselves, they help you understand how visible your brand is online.

And remember: Every click starts with an impression. So getting seen is always the first step.

Written by our Google Ads Consultant Lachlan Martin