A commercial query gap is a buyer intent that has no page on your site. A competitor may already hold a URL for it. The gap is not a question of position. A position table cannot measure work that has no page.
Intent is not your name
A query that uses your name is not a gap. Those people already look for you. A gap is a question about work you sell: scope, sector, language, delivery. If that question has no row on the map, the missing piece is yours, before it is anyone else. A competitor name is not invented for the report.
How it is read
The reading has three columns. Column one is the question sales hears every week. Column two is a Search Console query with impressions that none of your pages answers. Column three is commercial work with no row on the map. Where the three meet, the gap is real. If only the third column is full, it is a guess. Sales confirms it before a page is opened.
A new page is not automatic
Not every gap is a new URL. If an existing service page can already answer the question, the work is to keep that page from going thin and to link it with a clear anchor. A new URL opens when the question is separate from the question that page already answers. Otherwise you build the second door yourself.
Ads land on the same row
If the ad lands on one question and the organic page answers another, the gap stays open. Two channels tell two jobs. The landing page has to arrive on the same row of the map. HED Creative does not turn that row into a separate promise for SEO and for ads.
The reading needs the questions sales hears and a Search Console query export. A competitor name is not required. An invented position table does not stand in for a decision.
To see the gap in writing, add a query export to the SEO agency brief. The map: search intent map.