You can't scale if your ads don't show up.

And you definitely can't scale if they're buried in position 5 or on page 2.

Search coverage is about two things:

1. Getting your ads to appear for all the relevant, profitable searches
2. Ranking at the top positions when they do appear

Why Search Coverage Matters

Here's what happens when your search coverage is poor:

Shopping: Your products show up for a tiny fraction of relevant searches. When they do appear, you're ranked 7th or 8th in the carousel, below the fold on mobile. CTR is 0.3%. Impression share is 12%.

Search: You're only targeting 20 keywords when there are 200 relevant searches. Your ads appear in position 3-4 (bottom of page). Your absolute top impression share is 15%.

Meanwhile, brands with strong search coverage:

• Appear for 10x more relevant queries across both channels
• Rank in positions 1-2 consistently
• See CTRs of 1-2% or higher
• Capture 60-80% impression share in their category
• Dominate the entire top section of search results

The Two Levels of Search Coverage Optimization

We approach search coverage in two phases:

Basic Level: Feed optimization, keyword coverage, Quality Score, and settings that get you better CTR

Advanced Level: Product duplication strategy lets you dominate the page

Let's start with the basics.