Every business has a finite amount of users that search for products and services offered on Google when targeting an area around the business. Google Search campaigns allow businesses to bid on keywords that are relevant to the products and services offered by the businesses. The total number of times people search for those products and services within a given time frame is the search demand. Total possible impressions can be determined using impression share metrics from Google Ad campaigns. Total possible impressions is essentially the total search demand for a business based on the products and services they offer.