In short
Thousands of impressions with almost no clicks, because nearly all of them were far down the results.
What I did
I checked the last 90 days on two roofing websites. My own lead-generation site had 21,740 impressions and 11 clicks. 78 percent of those impressions came from pages with an average position worse than 50, and only 1.5 percent from the top 10. A roofing contractor client had 11,430 impressions and 5 clicks in the same period.
Where
My own lead-generation site and a roofing contractor website, 90 days to early October 2026
What changed
Nothing changed; this is an observation to set expectations correctly.
What you should do
When you see a large impressions number, check which positions it came from. Impressions from page five onward almost never turn into visits.
How long it took
Five minutes in Search Console
An impression is counted each time a page appears in a search result, wherever it sits on the page.
Why it matters
That includes results far down the list. Very few people scroll to page five, so those impressions mean Google knows the page exists, not that people are seeing it.
This is normal for a young site or a site building authority. The useful signal is the trend: are more pages moving from position 50 toward the top 20 each month?
How to check your own site
- In Search Console, open the Pages tab and add the Position column.
- Add up impressions for pages with position 10 or better, and for pages worse than 50. Compare the two.
At a glance
Effort to copyFive minute fix
Type of businessHome services and trades, Lead generation
SubjectMeasurement and KPIs
78%of impressions from position 50 or worse
1.5%from the top 10
11clicks from 21,740 impressions
What this changed in how I work
I never report total impressions to a client on their own. Without the positions behind them, the number promises traffic that is not coming.
End of Lab entry No. 051
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