How is the figure worked out?

Your monthly budget, multiplied by 12, multiplied by the share of enquiries that don’t become customers. At £5,000 a month with 30 in every 100 becoming customers, that’s £42,000 a year.

Where do I find my own figure?

Count the enquiries Google Ads recorded last month, then check your CRM to see how many became customers. If those two numbers are hard to line up, that’s a useful finding in itself.

Is all of that money wasted?

No. Some people buy later than your figures will show, and some clicks build awareness. The number shows what those enquiries cost you, which is different from how much you could save.

Why does this matter?

Google Ads learns from whatever you tell it counts. If every enquiry counts the same, it will find more of whichever enquiries are cheapest to get. Telling it which ones became customers gives it something better to aim at.

What do enquiries that never buy cost you?

Move the two sliders to see how much of your Google Ads budget goes on people who enquire but never become customers.

Your monthly Google Ads budget£5,000Enquiries that become customers30 in 100

Every year, about

£42,000

of your budget goes on enquiries that never become customers.

Google Ads counts every enquiry as a win, so it goes looking for more of the same. Tell it who actually bought and it can look for more of those.

A rough guide from the figures you enter, not a forecast. Some of those people may still buy later.

What the number means

If 3 in every 10 enquiries become customers, then 7 in every 10 enquiries you paid for didn’t. That’s 70% of your budget.

The number matters because Google Ads treats every enquiry as a win, then goes looking for more people like the ones who never bought.

Not sure of your own figure? A Tracking Audit starts by checking that what you’re counting is real in the first place.

What we’d do about it

Send your qualified leads and closed deals back from your CRM, so Google Ads can tell a good enquiry from a time-waster
Send your real order values from your ERP, including phone orders that never touch the website

For what each of these costs, see our pricing.

Questions about the calculator

How is the figure worked out?
Your monthly budget, multiplied by 12, multiplied by the share of enquiries that don’t become customers. At £5,000 a month with 30 in every 100 becoming customers, that’s £42,000 a year.
Where do I find my own figure?
Count the enquiries Google Ads recorded last month, then check your CRM to see how many became customers. If those two numbers are hard to line up, that’s a useful finding in itself.
Is all of that money wasted?
No. Some people buy later than your figures will show, and some clicks build awareness. The number shows what those enquiries cost you, which is different from how much you could save.
Why does this matter?
Google Ads learns from whatever you tell it counts. If every enquiry counts the same, it will find more of whichever enquiries are cheapest to get. Telling it which ones became customers gives it something better to aim at.

Want this worked out on your real numbers?

Book a tracking audit How pricing works