The Search Performance Score: One clear metric for PPC success

Google Ads can often feel like a black box – making it hard to measure true performance and know if your ads are reaching their full potential. 

That’s why Adthena has built the Search Performance Score: one clear, actionable metric that gives you a complete picture of your paid search health, powered by Adthena’s industry-leading data and GenAI insights.

It provides clarity on your performance in three key areas critical to paid search success, and directs you straight to practical tools to optimize your spend efficiency, grow revenue, and protect your brand.

The Search Performance Score is a comprehensive health check for your search campaigns. It assesses three key sub-score areas essential to your Google Ads success every single day: Market Exposure, Campaign Efficiency and Brand Coverage. Each sub score is made up of 120 points, giving you an overall score of up to 360.

It’s refreshed daily and available in weekly or monthly views to spot trends and take action fast. Plus, you can track how your score trends over time and even get email summaries delivered. 

Let’s break down each sub-score below.

How visible are you in search?

Market Exposure reveals whether your ads are truly reaching your audience or if you’re leaving revenue on the table. It measures your share of clicks, impressions, and coverage across relevant search terms.

• Track your Search Term Coverage
• Monitor your Ad Click Share
• Analyze your Share of Impressions
  

Use it to: uncover growth opportunities and stay ahead of competitors.

Is your ad spend well optimized?

Efficiency is about turning visibility into real results. This part of your score evaluates how well you’re optimizing spend, positioning, and engagement.

• Optimize your Average Position
• Boost your Engagement Performance
• Control your Spend Efficiency
  

Use it to: stretch your budget further and drive stronger ROI.

Is your brand protected in search?

This score helps you understand how well you’re securing your core branded terms and if competitors are hijacking your traffic.

• Grow your Brand Voice
• Control key brand terms
• Detect and resolve infringements
  

Use it to: defend your brand, reinforce visibility, and prevent revenue loss.

You Search Performance Score and its components will be refreshed on a daily basis, ensuring you always have the latest data at your fingertips. Need a broader perspective? Easily switch to weekly or monthly views to identify trends and patterns.

From Score to strategy

With each part of the Score, you can dive deeper, from a single metric to detailed performance breakdowns. Whether you’re in a strategic or hands-on role, your entire team gains clarity and direction.

​​Guided improvement, instantly

If your performance changes, the platform tells you why. You’ll get key context and actionable suggestions to improve your strategy confidently, saving time and effort.

Tailored to your structure

Need to zoom in? You can drill down to specific geographical locations or categories to reflect how your Google Ads campaigns are structured in real life.

One click, full view

With a single click, view the key drivers of change in your score. See what changed, why it changed, and how it’s impacting your overall performance.

Experience the Search Performance Score in action with our interactive self-guided demo.

The Search Performance Score isn’t just another dashboard metric — it’s a strategic lens into your paid search health. When your score changes, you’ll know exactly why. Whether it’s a competitor encroaching on your brand terms or a drop in campaign efficiency, the Score gives you the visibility to act fast and stay ahead.

What sets the score apart:

• Actionable insights: If your performance changes, you’ll know why, and be guided on how to improve
• Data you can trust: The score is powered by Adthena’s proprietary, industry-leading data
• GenAl time savings: The score is underpinned by GenAI summaries, saving you even more time on analysis
• For your whole team: From top-level scoring to actionable insights, your whole team benefits
• Proven impact: Show stakeholders the value of your search strategy with a clear, unified metric that reflects campaign momentum and success.

The Search Performance Score is more than just a number; it’s a powerful tool that can give you a clear understanding of how your campaigns are performing, and where improvements can be made.

Whether you’re a digital marketing specialist optimizing campaigns daily or a senior leader looking to steer strategy, the Search Performance Score meets you where you are. 

It simplifies collaboration as everyone can rally around the same metric, aligned on where things stand and what to do next. And for businesses, it brings a level of transparency and focus that drives stronger returns and better protection for your brand.

Are you ready to unlock the full potential of your Google Ads campaigns?

The Search Performance Score is a game-changer for the world of search advertising. By providing you with all the tools and information you need, all in one place, the score makes it easy to understand where to focus your attention, and arms you with actionable insights and tools to improve.

To make every ad dollar count, speak to our team today.