Running campaigns for Skoda Google Marketing – Kylaq Case study – an automotive brand is not simply about generating clicks. The real challenge is ensuring that the campaign is visible often enough, appears in strong positions, targets the right search intent and gives Google enough signals to reward the campaign with competitive ad placement.
The Skoda Kylaq campaign report provides an interesting example. The campaign generated substantial traffic and conversions, but the data also reveals an important gap: the campaign was not capturing anywhere near all of the available search opportunity.
Four areas are particularly important when analysing the campaign:
- Search Impression Share
- Top and Absolute Top Impression Percentage
- Keyword-level performance and Quality Score
- Landing-page experience and post-click quality
Together, these metrics tell a much more complete story than clicks or conversions alone.
1. Search Impression Share: The Biggest Opportunity
One of the most striking numbers in the campaign is the Search Impression Share.
At the keyword level, the primary “Skoda Kylaq” keyword recorded approximately 36.26% Search Impression Share. Another high-intent keyword, “skoda kylaq on road price mumbai,” recorded approximately 57.96%.
In simple terms, Search Impression Share tells us how frequently the ad appeared compared with the total number of eligible impressions available for that campaign or keyword.
A 36.26% impression share means the campaign was appearing for only a portion of the searches for which it was eligible.
That is important because it changes the way we should interpret the campaign.
If a campaign is already generating conversions while capturing only a fraction of the available search impressions, there may be additional volume available without necessarily having to completely reinvent the campaign.
The next question, therefore, is:
Why are we missing the remaining impressions?
Google Ads provides several possible explanations, including budget limitations and Ad Rank limitations.
If the issue is budget, increasing or reallocating budget could potentially create additional impression opportunities.
If the issue is Ad Rank, however, simply putting more money into the campaign may not solve the problem. The advertiser may need to improve the overall competitiveness of the ad through bid strategy, keyword relevance, ad quality, landing-page experience and other auction factors.
This is why impression share should never be viewed in isolation.
2. Top Impression Percentage vs Absolute Top Impression Percentage
The second important observation comes from the position of the ads when they actually appeared.
The campaign-level data shown in the report indicates approximately:
Impression (Top) %: 65.40%
and
Impression (Absolute Top) %: 17.07%
These two numbers are very different, and understanding the difference is critical.
Top Impression Percentage
This measures how frequently an ad appeared somewhere among the ads at the top of the search results.
A figure around 65% therefore indicates that when the campaign received an impression, a significant proportion of those impressions occurred in the top-of-page area.
That is a useful visibility signal.
However, being somewhere at the top is not the same as being the first advertisement.
Absolute Top Impression Percentage
Absolute Top refers to the very first ad position above the organic search results.
The campaign’s absolute-top impression percentage was only about 17%.
That creates an interesting picture:
The campaign is frequently appearing near the top, but it is much less frequently occupying the first advertising position.
For an automotive search campaign, this distinction matters.
Someone searching for:
- Skoda Kylaq
- Skoda Kylaq price
- Skoda Kylaq on-road price
- Skoda Kylaq Mumbai
- Skoda Kylaq offers
is demonstrating relatively strong product intent.
Being visible near the top is valuable, but consistently occupying the first position can provide additional visibility and potentially influence click behaviour.
However, the objective should not simply be:
“Get absolute top at any cost.”
Higher position can come with higher costs. The more meaningful question is whether additional top-position visibility produces incremental qualified traffic and conversions at an acceptable acquisition cost.
That is where the campaign’s conversion data becomes important.
The campaign generated 625 conversions, with approximately 2,956 clicks from 21,860 impressions, at an average CPC of around ₹4.84 and total spend of approximately ₹14,315, according to the campaign overview shown in the video.
So the campaign was already generating significant response.
The opportunity is therefore to determine whether additional impression share and stronger positioning can scale that response efficiently.
3. Keyword Quality: Not Every Keyword Has the Same Strength
The third major area is the keyword-level data.
The campaign contained keywords with Quality Scores around 8/10, while at least one keyword shown in the report had a 10/10 Quality Score.
This is important because Google Ads does not evaluate every keyword identically.
For example, the campaign showed different performance across terms such as:
“Skoda Kylaq”
“skoda kylaq on road price mumbai”
“Skoda Kylaq price”
“kylaq on road price mumbai”
and broader terms relating to Skoda and the vehicle.
The data demonstrates why keyword-level analysis matters.
A keyword can have a good Quality Score but still have relatively low impression share.
Conversely, a keyword can generate substantial impressions and clicks while having room for improvement in its overall auction competitiveness.
Quality Score itself is a diagnostic metric rather than a direct business KPI. It helps advertisers understand the expected quality and relevance of the keyword and its associated ad experience.
A high Quality Score generally indicates that Google considers the combination of expected click-through rate, ad relevance and landing-page experience to be strong.
The presence of several 8/10 and 10/10 keywords suggests that the campaign already has a reasonably strong relevance foundation.
The focus should therefore be on identifying which high-quality keywords have large amounts of missed impression opportunity.
Those keywords deserve particular attention.
4. Landing Page Quality: The Often-Ignored Part of Google Ads
The fourth area is the landing-page experience.
This is where many search campaigns lose efficiency.
Getting someone to click an advertisement is only half the job.
The landing page must then deliver what the searcher expected.
For example, somebody searching:
“Skoda Kylaq on road price Mumbai”
has a very specific intent.
If the advertisement promises information about the Kylaq and the landing page immediately provides relevant information about the model, pricing, offers, specifications and a clear enquiry or test-drive action, the experience is closely aligned with the search.
But if the visitor reaches a generic automotive page, has to search around for the Kylaq information or cannot easily find the requested price information, the post-click experience becomes weaker.
Landing-page experience is also one of the components associated with Google’s Quality Score diagnostics.
Therefore, landing-page optimization should not be treated merely as a web-design exercise.
It is part of the broader Google Ads performance system.
A strong landing page should have:
- Direct relevance to the keyword
- Clear information hierarchy
- Fast loading speed
- Strong mobile experience
- Relevant product information
- Clear calls to action
- Minimal distractions
- Trust signals
- Easy enquiry/test-drive mechanisms
For automotive campaigns especially, the landing page should reflect the exact intent behind the search.
The Bigger Picture
The most interesting conclusion from the Skoda Kylaq campaign is that the campaign does not appear to have a simple “traffic problem.”
It already generated 21,860 impressions, 2,956 clicks and 625 conversions during the period shown in the campaign overview.
The bigger opportunity is scale and auction coverage.
The campaign is receiving strong visibility when it enters the auction, with approximately 65% top-of-page impression share, but its overall Search Impression Share remains substantially below 100%.
That means there is a potentially significant gap between:
Available search demand
and
Search demand currently being captured.
The next stage of optimization should therefore focus on understanding the reasons behind the lost impression share, separating budget-related losses from Ad Rank-related losses, and then improving the elements that influence auction competitiveness.
At the same time, keyword-level Quality Scores and landing-page experience should be monitored carefully so that increased visibility does not come at the expense of efficiency.
The objective isn’t simply to make the campaign appear more often.
It is to make it appear more often for the right searches, in stronger positions, with a relevant ad and an equally relevant landing page—and then convert that additional visibility into qualified automotive leads.
That is the real opportunity hidden inside the Skoda Kylaq Google Ads data.
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Maneesh Konkar is the Founder of Direction One Digital. Contact us for digital marketing agency services, corporate training & FMCG, B2B & digital marketing online courses. Email us at directiononeonline7@gmail.com