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Paid visibility is not distributed equally between advertisers. Some advertiser domains appear repeatedly across ads, while others account for only a small portion of the paid landscape. Share of Ad Voice measures how much of the observed advertising space is occupied by a given advertiser, making it the primary indicator of competitive paid visibility. Rather than simply measuring whether an advertiser is present, Share of Ad Voice measures how many ads belong to that advertiser within all observed ads, allowing you to compare advertisers on a common scale.

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How Share of Ad Voice is calculated

Share of Ad Voice represents the proportion of all observed ads belonging to an advertiser within the current analysis. The calculation is:
Share of Ad Voice = Number of ads for the selected advertiser ÷ Total number of ads
The metric is expressed as a percentage (%). The denominator always corresponds to the current analysis scope. If you apply filters such as engines, date ranges, themes or topics, the total number of ads is recalculated accordingly and Share of Ad Voice is updated automatically.
Example If your filtered analysis contains 200 ads and an advertiser accounts for 50 of them, its Share of Ad Voice is 25%.

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How to read this KPI

A higher Share of Ad Voice means an advertiser accounts for a larger proportion of the ads observed within the current analysis. It measures share of advertising volume, not breadth across prompts. An advertiser can therefore have:
  • a high Share of Ad Voice, meaning it accounts for a large share of all observed ads;
  • or a lower Share of Ad Voice, meaning other advertisers capture more of the available paid visibility.
Share of Ad Voice is always interpreted within the context of the current filtered analysis, ensuring advertisers remain directly comparable within the same advertising landscape.

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How this KPI fits with other signals

Share of Ad Voice complements:
  • Ad Presence Rate — focuses on how broadly an advertiser appears across ad-supported prompts.
  • Total Ads — provides the raw advertising volume behind Share of Ad Voice.
  • Ads + Organic / Ads Only — qualifies how the advertiser’s paid visibility interacts with organic presence.
Together, these signals let you distinguish between advertisers with a large share of paid visibility, advertisers with broad prompt coverage, and advertisers whose paid presence reinforces or replaces organic visibility.

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What’s next

Ad Presence Rate

How broadly an advertiser appears across ad-supported prompts.

Ads + Organic / Ads Only

How paid visibility interacts with organic presence.

Advertisers

Where Share of Ad Voice can be compared across advertiser domains.