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Watch the Video Tutorial:
How to Create a Target Impression Share Bid Strategy in Google Ads
1) Login to your Google Ads account
2) Navigate to Tools (left-hand-side menu)
3) Open the Budgets and bidding drop-down menu and select Bid strategies
4) Click the "+" symbol and select Target Impression Share
5) Give your Bid Strategy a name
6) Select the campaigns you would like to assign this bid strategy to (optional)
7) Under the "Where do you want your ads to appear" choose from:
▶ Anywhere on results page
▶ Top of results page (positions 1-4)
▶ Absolute top of results page (position 1)
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Frequently Asked Questions on Creating a Target Impression Share Bid Strategy in Google Ads
What is a Target Impression Share bid strategy?
The Target Impression Share bid strategy is an automated bidding option that helps you show your ads at the top of search results or on the first page. Instead of focusing on clicks or conversions, this strategy aims to increase visibility by letting you set the percentage of eligible impressions you want your ads to appear in.
How do I create a Target Impression Share bid strategy in Google Ads?
Go to your Google Ads dashboard → Campaigns → Settings → Bidding.
Click Change Bid Strategy → Target Impression Share.
Choose where you want your ads to appear — Top of Page, Absolute Top, or Anywhere on the Page.
Set your desired impression share percentage (e.g., 70%).
Optionally, set a maximum CPC bid limit to control spending.
Click Save.
Google will automatically adjust bids to achieve your visibility goal.
When should I use Target Impression Share bidding?
Use this strategy when your main goal is to increase brand visibility, dominate top positions, or capture competitive searches. It’s commonly used for branded campaigns or industries where visibility equals trust (e.g., legal, finance, or real estate).
Can I combine Target Impression Share with conversion tracking or smart bidding goals?
No. Target Impression Share focuses purely on visibility metrics (impressions and position), not on conversions or CPA. If your goal shifts to conversions or revenue, consider switching to Maximize Conversions, Target CPA, or Target ROAS.
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