Search Impression Share (SIS)

Search Impression Share (SIS) measures the percentage of impressions your ads received compared to the total number of impressions you were eligible for, based on your targeting settings, ad quality, and budget. A score of 60% means your ads appeared in 60 out of every 100 eligible auctions, and missed the other 40. Google also provides two sub-metrics: Impression Share Lost to Budget and Impression Share Lost to Rank, which identify whether the gap is a spend problem or a quality problem.

In multifamily advertising, SIS acts as a real-time health check on your campaign's competitive position. A low SIS in a high-demand leasing market signals that your budget is insufficient to capture the full audience actively searching for apartments in your area. Campaigns with strong SIS (typically above 70–80%) tend to generate more consistent lead volume and more reliable performance data for optimization. When SIS is low due to budget, the fix is straightforward; when it's low due to rank, it points to deeper issues with bid strategy, ad relevance, or landing page quality - all of which require a different corrective approach.