Quite simply an impression is counted each time your Google Ad appears on someone’s screen. Whereas a click is counted every time someone sees your advert and then clicks onto it. The great news is that in Google Ads the impressions are free, which is good because we don’t want to pay when someone just sees the ad, we want them to click on it. Clicking on it shows their ‘buyers intent’ which means we know they are one step closer to parting with some money.