Click share is a Google Ads metric that shows the proportion of clicks your ads received out of the total clicks you were estimated to be eligible for. It expresses how much of the available click volume in your auctions you are actually capturing.
Formula
Click share = Clicks received / Estimated total eligible clicks (expressed as a percentage)
A click share of 40% means your ads received 40% of the clicks that were available to them. The remaining 60% went to competitors or were not captured because of bid, budget, or Quality Score constraints.
Worked example
Google estimates your ads were eligible for 10,000 clicks in a month. Your campaigns actually received 4,200 clicks.
Click share = 4,200 / 10,000 = 42%
You are capturing less than half the available traffic. Depending on your budget and margin, there may be room to increase bids or improve Quality Score to capture more.
What good looks like
Higher is better, but there is no universal benchmark. Context matters:
- A low click share is not always a problem. If your budget is intentionally capped and your ROAS is strong, you may simply be choosing to be selective rather than to maximise volume.
- A low click share alongside a low search impression share usually signals that budget, bidding, or Quality Score is limiting how often you appear and how often you are clicked.
- Compare click share over time: a falling click share on stable budget is a signal that competition has increased or your ad relevance has weakened.
Investigate click share when your click volume drops but impressions are broadly stable. That pattern suggests you are appearing but not winning clicks.
How to view click share
Click share is calculated by Google Ads based on Google's own estimate of available clicks. Vendably does not compute or store click share as its own metric. To see your click share, open your Google Ads account, navigate to the Campaigns or Ad groups report, and add the "Click share" column via the Columns menu.